UX/UI Design for software, apps, websites, e-commerce


When embarking on a new digital project, whether it’s a corporate website, a customized software, or an app, one of the most important aspects concerns the design of the user interface and the creation of a user experience that leaves a mark.

Let’s delve into the details to help you better understand what we’re talking about and, above all, why this activity is so crucial.

We try to go into more detail to help you better understand exactly what we are talking about, but above all, why this activity is so crucial.

What are UX and UI?

Defining exactly what UX Design is not easy because it involves something that goes beyond digital products. In this sense, User Experience can be defined as everything that involves interaction between a user and a company, system, product, service – an interaction that is the sum of sensations, attitudes, emotions that involve a person before, during, and after the experience.

If we understand experience in this way, it’s easy to open our minds and intuit that design is everywhere – for example, in an object we have adopted daily because we found it so easy and comfortable to use that we can no longer do without it, or in that website where we feel uncomfortable and uncomfortable and navigate only once in our lives.

Sometimes we don’t realize it, but all the factors that make us appreciate or dislike any object we come into contact with are attributable to design – to the set of emotions and sensations we feel when we experience something.

As Don Norman, the father of object psychology, says, User Experience is

the sum total of perceptions and reactions of a user that result from the use or anticipated use of a product, system, or service.

In this perspective, UX/UI Design aims to design objects that aim to maximize the user experience with these objects.

What's the difference between UX and UI?

Closely linked to the concept of User Experience is that of UI, which stands for User Interface. It is something more specific than user experience because the UI concerns that part of the object that first comes into contact with the user.

Therefore, UI Design is the design and creation of usable, practical, and appealing interfaces that contribute to improving the overall experience that the user has with a product. Hence, the UI is a fundamental component of UX, but not the only one.

What are the benefits of UX/UI?

When talking about UX/UI Design, it’s reductive to only think about the graphic aspect: designing a user interface means working with the Human-Centered Design methodology, which means putting the end user, their needs, browsing habits, and expectations at the center of any decision. For this reason, an excellent User Interface, in the complex world of User Experience, to go back to the initial concept, can really make a difference in the user’s perception of the digital product, so much so as to determine its success or failure. That’s why, if the study of UX/UI Design is carried out by experts in the field, it can bring several advantages to the project:
  • Better performance: more traffic, downloads (if we’re talking about apps), sales, and a lower abandonment rate.
  • Positive brand perception: a poorly usable, poorly maintained, and outdated interface can negatively influence the brand’s image in the eyes of the user.
  • Less technical development cost: ease of use and immediacy in retrieving information mean that the user is entirely self-sufficient in performing operations because they will be efficiently guided by the system.
  • Faster development: the development team is provided with a graphic (and interactive, where the project requires it) prototype to follow to develop the software, app, or website. This significantly speeds up development times, reduces the error rate, and refactoring.
  • More satisfied users: this is essential to retain customers and increase sales.
Increased traffic
Enhancement of brand awareness
Lower development costs
Faster development speed
More satisfied users

How UX/UI design is carried out at W&B Asset Studio

Every project is unique, so we follow a method with well-defined phases for each new creation.

1. Contextual Analysis

We conduct a benchmark of user experiences that competitors offer their customers, from which we take inspiration to find the differentiating elements that will make the project unique.

2. Quantitative Analysis

We collect information quickly and inexpensively through surveys, obtaining self-reported data from user experiences, which are essential for the subsequent phases.

User Personas

The data collected from the surveys is used to create User Personas, concrete profiles of potential real users for whom the software, website, or app is being designed. These are realistic reproductions because each User Persona has a name, a background, habits and navigation and purchasing preferences, ambitions, and goals.

4. User Journey

Based on the characteristics of the User Personas, we delineate a model that defines their navigation paths, both inside and outside the project being created. This phase may also include scenarios that describe a particular situation or context experienced by the user in which problems and related solutions emerge. This “simulation” helps the UX/UI designer understand how the product being created can be used in practice.

5. Prototyping

Taking inspiration from the scenarios in the previous phase, we create simplified representations of the project that can show the different interactions with the user, explore various use cases, and collect feedback, which is essential for the final version. In prototyping, we start with basic sketches, followed by wireframes that schematically represent the final result, and then we move on to prototypes and mockups that faithfully reproduce what the final result will be. Depending on the project type, we may use:
  • Low or medium-fidelity graphical mockups, which are static prototypes without final graphic elements like colors, fonts, and images, to define the elements to be included and where to place them, in order to understand if the overall structure works.
  • High-fidelity graphical mockups, which consist of an exact photograph of the future interface and contain final colors, fonts, and images.
  • Interactive prototypes that add to the high-fidelity graphical mockup all the interactive elements to be used, such as links, dropdown menus, modal windows, pop-ups, etc. This is practically the last step before moving on to actual development and is used to test the UX/UI project as a whole, both in terms of appearance and actual user experience.

6. User Testing

We observe the typical user while they actually interact with the created product, to understand if there are any usage problems and consequently redesign platform components. All information, both the testers’ demographic information and usage experience, is collected using precise and reliable methodologies to make the most of it in the next phase.

7. Redesign

We focus on analyzing the results of the user testing phase to correct any errors, redesign elements, and reflect on the overall user experience to understand how to improve it. This is an intervention that practically involves the User Interface.

What can we design for you?

UX/UI Design for software

Regardless of the type of software and the type of user who will use it, UX/UI design is always a crucial step.

UX/UI Design for Mobile Apps

In a world where competition is increasingly fierce, the number of downloads and uninstallations can determine the success of an app, and UX/UI design is the aspect that can make a difference in these metrics.

UX/UI Design for websites

The study of user experience for the construction of an interface that is usable and immediate, as well as visually pleasing, is necessary to avoid high abandonment rates, as well as to better position the website on search engines.

UX/UI Design for e-commerce

We eliminate the risk of users abandoning your online store due to a negative user experience: in addition to memorable user experiences, we design extremely simple and immediate purchasing experiences that will encourage users to return to shop with you.

UX/UI Restyling

If you want to improve the look and feel of your digital product to provide your users with a better user experience but already have a development team, we can design the suitable UX/UI and deliver agreed and tested prototypes and mockups to your developers.
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