User Experience Design

UI (user interface) is the visual side: colours, typography, layout. UX (user experience) is the whole experience of using the site: how easy it is, whether the logic holds, whether it is pleasant. Put differently, UI is what you see, UX is how you feel while you use it. A beautiful UI without thought behind the UX gives you a beautiful website nobody uses.

Three typical triggers. First, you have traffic but few conversions, and the site loses people on the way to the goal. Second, you are planning a relaunch and do not want to repeat the mistakes of the old version. Third, you are launching a product or feature where ease of use decides whether it works. If none of these apply, UX consulting is rarely urgent.

Before we optimise anything we agree on measurable KPIs, usually conversion rate, bounce rate, time on page, task completion rate (how many users reach a goal) and qualitative scores from usability tests. Afterwards we compare against the starting point. Where it is possible, I use A/B tests so the improvements are statistically sound rather than a feeling.

Both work. For most clients a one-off UX audit with clear recommendations is enough, and the team implements them internally. With more complex products such as shops, platforms or SaaS tools, ongoing work with regular usability tests and repeated rounds of optimisation pays off. In the first call we work out which fits where you are.