When we think about technology and its benefits for companies, it is important to remember that the strategies can be applied in small, medium or large businesses, from the most diverse segments. This involves knowing points related to the experience that customers have on their websites and other online channels, such as what is UI.
With changing consumer demands and increased competition, it is necessary to pay attention to all the details that will improve the users’ experience and make them able to access all the information they need, finalize a purchase process and answer questions about simplest, fastest and most practical way possible.
Thinking about it, several professionals began to study to understand the behavior of these users, what are its benefits and how this application can considerably improve the results of organizations.
Want to learn more about this topic and transform your company’s reality? Continue reading.
What is UI?
The UI, or User Interface, is a term commonly used to explain how interactions between people and software or applications will take place. Companies began to develop this area to strategically facilitate the navigation of users on their platforms, allowing them to be able to be guided through visual resources to conclude their actions with practicality.
If a consumer enters your online store, for example, and is unable to complete the purchase because he is not finding the necessary information to get to the cart, you are certainly losing sales.
In this context, it is the role of the User Interface to redesign the pages of your site to find different ways to deliver the appropriate content, with all the necessary information, to your users, making navigation on your pages much simpler, faster and more satisfying.
The UI will, therefore, evaluate not only the layout with the layout of the elements, but also the menu labels, the chaining of the pages, the layout of services and other details that influence the experience of consumers.
What are the differences between UX and UI?
It is very common to confuse the concepts of UX and UI. After all, the two areas have the same focus: working on design, the customer experience and the optimization of digital marketing strategies.
However, there are differences, and we will clarify each one.
Starting with the concepts, UX stands for User Experience and is the basis for creating a pleasant interface experience for users. On the other hand, the UI, User Interface, works with the way consumers interact with companies’ platforms and tools.
The concepts are complementary, but they are not the same.
What are the main elements of an interface?
Within an interface, there are several elements that are very important for user interaction with the platform and the company.
Let’s get to know the main ones?
Buttons
Buttons are indispensable components for any interface to work correctly. After all, it is through them that users will interact with the company and its tools. There are basically three types of buttons:
- checkbox buttons are those that allow the user to select or deselect more than one option in a question;
- the action buttons are the famous CTAs, or calls to action, that will call users to perform an action, such as contacting, buying, downloading;
- finally, we have the on and off buttons, which allow you to turn devices on or off, for example.
Typography
Typography and copy are textual elements that will integrate the interface of your application or tool, for example. Typography is the source used to write the content and translates some issues of brand identity.
The copy, in turn, is the text itself, with commercial arguments to create in the individual a latent demand for your product or service.
Icon
The icons are responsible for signaling an action and presenting information to users. If you have some very important or indispensable information for the users of your tool, it is essential that there is an icon signaling this importance, to attract attention.
Colors
The choice of colors needs to be strategic. Several studies show how colors influence the feelings and sensations caused in the user. So, if you want to have a differentiated interface, that really captures the user’s attention and is able to convert more and more customers, it is essential to choose the right colors.
What are the benefits of UI for the company?
The UI, User Interface, can bring several benefits to companies. If we also combine with UX, User Experience, we can improve results and help companies not only increase the number of customers, but also improve customer loyalty.
Generates value for customers
The first major benefit is the possibility of generating value for customers. When you evaluate the market and understand how customers behave, you can collect information such as:
- what they like most;
- what are the biggest difficulties;
- what are the biggest challenges;
- formulate differentiated work to ensure that the interface is adequate to the needs of the public, increasing customer satisfaction through investment in user experience.
Increases the chances of delighting and retaining customers
With a differentiated, simple and practical interface, it is much easier to retain customers and retain them. To do this, you need to remember to study their behavior and find out what they value most in solutions like yours.
Strengthens the brand
Another factor that greatly influences the company with the use of the UI is the strengthening of the brand. When you are able to deliver a highly differentiated and satisfying user experience, you stand out from the competition.
And, to understand how it happens, just put yourself in the shoes of that consumer: when you have a positive experience with a company, you usually talk about the company to other people, indicating it to friends and family.
What are the main UI software?
To work with User Interface, it is necessary to use the appropriate tools in order to deliver the expected quality and performance.
See which are the most used in the market.
Adobe XD
Adobe XD (Adobe Experience Design) is a tool that allows professionals to create prototypes online, with ease and practicality, with resources aimed at designing user interaction.
Sketch
Sketch is one of the most used software by professionals working with interface design. But it is important to note that this tool only works on Apple systems, such as Mac OS X.
The tool was created just for this purpose: to allow professionals to create successful interfaces for mobile and web.
Figma
Figma is a collaborative, online platform that allows the user to create prototypes and interfaces.
Photoshop and Illustrator
And, of course, classic Adobe software is also used for interface design. However, because they are older tools, some professionals believe they are obsolete, opting for Adobe XD, from the same company.
What are the trends for the future?
When we think of interfaces, it is necessary to evaluate their entire evolution. Users are a fundamental part of the entire path that has already been taken. Companies were given the role of building tools and platforms that facilitate user interaction and offer a good experience.
However, the great challenge for organizations in the most diverse markets is to be able to create interfaces that are able to keep up with the changes and new needs of customers, in order to maintain their competitiveness in the market and ensure that these consumers remain satisfied and loyal.
The trend of the moment is the use of voice to give commands. We can see this movement growing with tools like Amazon’s Alexa.
For the market, we can also foresee an increase in the valuation of UI professionals, who will be increasingly rated by companies that perceive the need to update and work on the users’ experience in the organization’s interfaces.
Tips for applying the UI in your company
As already mentioned, the UI is essential to improve your company’s relationship with customers. With an appropriate, simple and easy interface, customers will find it much easier to engage with the brand, increasing the chances of success.
To start applying the UI in your company, check out some tips.
Keep an eye on usability
The first step is to keep an eye on the usability of your website, tools and applications. Assess how customers interact with your company, what actions they should take within your pages and whether they really receive all the information and resources needed to complete their goals.
Make sure everything is clear, easy to access and intuitive for your customers. See if it is necessary to review colors, buttons, information hierarchy and other details that interfere with the usability and user experience.
Always interact with user actions
Interaction with user actions is essential to ensure that the user actually follows the path designed during the creation of the interface.
It is important that they always have information and answers about the actions they are taking, making it easier for them to understand where they are and what they need to do.
Many people think that this detail can be silly, but it makes sense. Youtube, for example, makes its spinner show the user that the video is being loaded, to avoid possible problems and misunderstandings with customers.
Make a sketch
Before starting to create your interface, the tip is to make a draft and some wireframes, strategically drawing how the structure of your platform and the hierarchy of information will be.
This draft will allow you to have a clearer view of how the project is getting: what are the points of interaction of the user with the platform and what needs to be modified in order for the experience to be more satisfactory.
Technology is an excellent tool for companies of different segments and sizes to be able to transform their own reality and improve customer acquisition.
Now that you know what UI is, what its benefits are and some tips on how to apply it, it’s time to review what is already being done within your company and what needs to be improved to optimize your results. Want to learn more about technology and how to increase company profits? Check out our article on how to attract customers over the internet.
