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Every action we take throughout the day is an experience. From the type of alarm clock we use to the method we choose to track our tasks, we make choices as users that shape our interactions with people, places and technology. The terms User Interface (UI) and User Experience (UX) are often seen as tech buzzwords, but they define this exact reality of our everyday lives. In this month’s edition of Working Visually, we debunk common myths our UX/UI practitioners regularly encounter while delivering innovative solutions for our clients.
For those of us outside of the profession, it’s dangerously easy to think of UX and UI as just another part of the design process to make things look nice when everything else is finished. But truly impactful UI takes everything from average fingertip size to contrasting colors into consideration for even the smallest button on a screen, maximizing the interactivity and look of a technology. UX builds upon each of those discrete interactions across a given system, app or service to orchestrate a holistic engagement with users. Memorable UX intentionally creates a customer experience that sets juggernauts like Apple and Disney apart from the rest when it comes to brand loyalty.
How Throughline Stacks Up: We inject our UX and UI experts into projects from the beginning, infusing their skill sets into the user research process to build solutions that truly solve for the root problem of a challenge.
A common challenge we encounter with clients is a misunderstanding of where exactly the user journey begins and, because of that, how to improve customer experiences in a way that delivers true ROI. Impactful user experiences strive to create a consistent, seamless and recognizable journey from the first moment of connection through ongoing maintenance and support. Of course, this includes technology. But it also includes human interactions, the physical weight of a product in hand, help desk clarity, tone of communications and all other elements experienced by a customer. Frictionless technology is important, but to keep audiences engaged requires an entire environment that welcomes them in.
How Throughline Stacks Up: Ethnographic and user journey research are foundational to any project. By examining multiple perspectives, prior lessons learned and target audiences, we identify the UX improvements that will deliver the highest value for the effort required.
Focusing on the user interface and experience of a solution is a key component to human-centered design. But how will your users know your solution is out there in the first place? Clear value statements, education materials and rollout communications are crucial to ensuring your investment will drive lasting change and adoption.
How Throughline Stacks Up: We deploy our content, business and design strategists alongside UI and UX experts to develop stakeholder ecosystems and inform solution rollout. By including multi-faceted skill sets from the start, we ensure a holistic strategy and execution that is informed by the ground truth in client environments.
UX and UI expertise develop at the speed of innovation, always improving as we learn more about users, preferences, platforms and behaviors. Strengthen your approach by infusing experts early in your strategy and solution creation and avoid the common pitfalls that leave many wondering why their investment falls short of expectations.
Need more UI/UX insights on your team? Let us know! Throughliners never shy away from a challenge.
‘Til next time,
The Throughline Team