UX & UI should be understood as a set of tools, techniques and processes that aim to make sure that the software will answer the needs and expectations of its end users. Through research focused on identifying users’ demands, habits and challenges, UX specialists support building the product by designing a prototype and testing its usability.
Imagine you download an app or open a webpage. You’re looking for a way to log in but can’t find this option. A search loop is not available, the design is very poor and the menu is not very intuitive. Quickly you get frustrated and google for another app to do the job, deleting the previous one. Instead of detaining the customer, a bad user experience made you abandon the brand.
That is exactly why user experience (UX) and user interface (UI) design are key to the business success of your software. Intuitiveness and attractiveness of the solution are responsible for making users happy and satisfied, which directly translates into better business results – it’s as simple as that.