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UX / UI Design must go hand-in-hand. UX design is more technical and analytical, there is human psychology and sociology woven inside UX. Understanding the precise business personas to craft hyper-targeted experiences.
On the flip-side, UI is a family member of graphic design, it’s how the site looks and feels, in addition to how it operates. It’s a visual cue to translate the brand story and voice onto any screen.
UX and UI complement each other and work in tandem to create a beautiful yet functional product. Together UI and UX create a good user experience for your audience that takes the user on a pre-defined journey (known as a user-flow) that will directly support your business goals or requirement, whilst fulfilling the user’s needs and interests.
To resonate with your audience & increase engagement on your digital platforms you must ensure a high-class user experience (UX) & strong user interface (UI).
Your business reality is not defined by your intentions but by your audience and users’ interactions with your brand. This means your website and it’s core UX/UI design principles go a long way when determining whether your digital platform succeeds or fails.