UI/UX Design and Why It Is Important!

Technological advancement in the 21st-century has influenced customer thinking, behaviour, and experience. People want to enjoy the best technology seamlessly without spending too much time and exhausting their brains navigating a mobile app or website. It is only by listening carefully to your customers that a business can deliver real competitive advantage. When it comes to the mobile application or website user satisfaction, User Interface (UI) and User Experience Design (UX) has to become a priority. To understand the importance of UI/UX Design we need to understand both the terms first.

What is UX Design?

UX is an acronym for User Experience.

User Experience (UX) Design is about identifying and solving user problems. It ensures that a product makes sense to the user by creating a logical flow from one step to another. User Experience (UX) focuses on providing the maximum customer satisfaction. UX is all about understanding people. Designs are more convincing and effective after thorough research has been conducted. Always think of this: “If you don’t understand the pain points of the people who are using the products, how do you know where to start fixing the problem?”

What is UI Design?

UI is an acronym for User Interface.

UI design is about creating intuitive and aesthetically pleasing interactive interfaces that communicates the solution to the problem. It focuses on the app’s look and structure; the buttons, colours, form fields, and other visual element make up the Interface of an app.

Who is a UI/UX Designer?

A UI/UX Designer is a problem solver whose job is to talk to users, understand their pain points and design a usable solution that solves the their problems.

While working as a UI/UX Designer for over 2 years, I learned that there are different motivations for actions. As a UI/UX Designer working on a client’s website, I may notice people are clicking on the site, but leave quickly; it is my job to understand why. Are they confused, bored, or is it something else? A UI/UX Designer uses observations and empathy to make design decisions. UX research observes behaviour, which is key requirement in highlighting people’s needs and frustrations.

Hence, a UI/UX Designer’s job is to make their user’s task easier. This is accomplished by researching enough to have a thorough understanding (and empathy) of the user’s problem.

UI/UX Design isn’t just about opening Figma/Adobe XD/Sketch or any design tool to design something. It is way more than that. It requires thinking and a lot of research. A UI/UX Designer, may spend 3 weeks doing research and one week designing depending on the product. Once you can get your research right, designing can be a piece of cake.

Importance of UI/UX Design for a Business

Design plays a vital role in the success of any business or product. The goal of any business is to make money, to drive sales for customer retention and to make customers happy such that they will want to come back and use your product. How can this be achieved? By simply giving your customers a great experience and beautiful, functional visuals. Customers don’t want to think too much when using your product; they want to navigate through your website and mobile app seamlessly. If customers are happy with your product, that means you are giving them a great user experience. This is exactly what UI/UX is about.

The job of a UI/UX Designer is to help the business meet their goals while also satisfying the user needs. The UI/UX Designer finds a balance between the business and user goals and makes sure everyone is happy. When building products, you have to consider who your potential users are, what skill sets these users have and the existing solutions they are familiar with.

For most start-ups, it is almost impossible to build a perfect product from the start. This is why you have to first, build a Minimum Viable Product (MVP), push this product out to a few users, and measure how they interact with the product. From your learnings, you are able to determine what the user really wants and prevent your start-up from burning excess cash building a sophisticated product that nobody wants.

I read a book “Hit Refresh” written by Microsoft’s CEO, Satya Nadella. In this book, Satya Nadella talked about the value and importance of Product Design(UI/UX Design). He spoke about how design helped Microsoft’s online search and advertising business, Bing, to become a viable business. Today, Bing is a profitable business and as of 2019, it was generating an annual revenue of about $ 7.5 billion for Microsoft.

We had to become great at consumer product design. We knew we
needed great technology, but we also understood we needed a great experience,
one you want to engage with time and again. Traditional software design
mapped out what developers thought a product should look like in a year’s time,
when it would finally go to market. Modern software design involves online
products updated through continuous experimentation. Designers offer Web
pages in “flights,” so an old version of Bing is delivered to some searchers while
an untested new version reaches others. User scorecards determine which is the
most effective. Sometimes, seemingly tiny differences can mean a lot.
Something as simple as the color or size of a type font may profoundly impact
the willingness of consumers to engage, triggering behavioral variations that
may be worth tens of millions in revenue. Now Microsoft had to master this new
approach to product design. — Satya Nadella, Microsoft CEO

There are several examples of products whose design and seamless/intuitive experience has contributed to their success.

We can easily say that PiggyVest is one of the most successful Fintech products in Nigeria. PiggyVest is very popular among younger people trying to save, and users associate the product with beautiful design and great user experience. When people talk about saving money, PiggyVest will definitely be mentioned in the conversation. This product helps people manage their finances and offers direct investment opportunities to them in addition to savings.

There is no way we can speak of successful transportation products and not mention Uber. Uber has swept the market by understanding people’s transportation needs and filling the gap between taxis and private chauffeurs. Uber lessened the troubles of quickly finding transportation by creating a simple and seamless mobile app which easily connects passengers to drivers anywhere in the world.


UI/UX Design is a very crucial aspect of a product. There is a need to focus on it to provide an amazing user interface and user experience by understanding the need of your target audience and their preference(s). Mobile apps and websites have to be interactive and engaging while grabbing the users’ attention and generating revenue for the company.

If the users are surfing your websites or using your applications, it is the UI/UX Designer’s responsibility to navigate them to meet their goals in the most efficient and seamless way possible.

If you have any question(s), feel free to contact me anytime. I would be more than happy to answer!



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