UI/UX design is focused on the primary customer facing aspects of any product or service.

User experience (UX) is about defining and designing the best experience and interactions for your target users, while the user interface (UI) deals with visual elements of a product that delivers those experiences and interactions to create value for your end-users. It is crucial to give attention to both of these in order to create product that connect with and engage your customers.

Highland team working on a project

Working with a UX Design Agency

Whether for startups or enterprises, many of the key methods for creating user friendly digital products and services are the same, though complexity increases with the number of user segments or stakeholders involved.

Our design projects follow a highly iterative design process. Through these iterations, you can uncover key insights that allow you to improve the overall experience and product design while ensuring that it aligns with your business goals.

UI/UX design iteration requires cyclical understanding of user behavior, pain points, and desires as they experience the emerging solution. These cycles allow you to test ideas, get feedback from users and other stakeholders, then make critical improvements or pivots based on what you've learned. This process can involve:

  • Engaging the target audience in co-creation (participatory design), as well as business and technological stakeholders in design sprints (collaborative design)
  • Creating taxonomies that unpack the key business terms that align with customer language, and object models that codify business processes and align them with the user journey
  • Building wireframes, low-fidelity & high-fidelity mockups, and rapid prototyping before coding or web development begins, to hone the best UI
  • Conducting user testing to identify problems and pain points before and during product development, and selectively redesign to better fit user needs
  • Continuously learning via user research to stimulate ideation, inform the product strategy & lifecycle, determine the most valuable features that should be on the roadmap, and move product & service performance metrics

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