UX AND UI DESIGN STRATEGY

A STEP-BY-STEP GUIDE ON UX AND UI

DESIGN

PAMALA B. DEACON

Copyright
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or
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without permission in writing by the author.

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Printed on acid-free paper.

Printed in the United States of America

© 2020 by Pamala B. Deacon

Contents
Copyright
CHAPTER ONE
A Brief Introduction to User Experience (UX) Design
Complexity and perception of User Experience (UX) design
Definition of User Experience (UX)
What is Design?
What is Design Thinking?
What is UX Design?
Who is a User?
History of UX design
The Scope of User Experience (UX)
The Single interaction Level
The Journey Level
The Relationship Level
Importance of User Experience (UX)
CHAPTER TWO
User Interface (UI) Design
User Interface Design Considerations
User Interface (UI) Design Process
Elements of Interface Design
CHAPTER THREE
User Experience Design Principles (UX)
Developing User Experience (UX) Design
Wireframe and its importance
Examples of wireframes
Wireframing process
Wireframing Tools
CHAPTER FOUR
Introduction to Design Thinking
Origin Design Thinking
What is Design Thinking?
The Design Thinking Process
What are the Principles of Design Thinking?
Application of the Design Thinking Framework
Examples of design thinking success
CHAPTER FIVE
Introduction to User Experience (UX) Design Principles
Principles of UX Design
UX Designer Job
What does a UX designer do?
CHAPTER SIX
UX Design vs. UI Design
The main differences between UX Design and UI Design
Some Misconceptions: UX design vs. UI design
Conclusion
ABOUT THE AUTHOR
 CHAPTER ONE

A Brief Introduction to User Experience (UX) Design

User experience is mainly about designing the perfect ideal experience of using a
product or service. User experience includes every aspect of the users with a
company, including its products. Advances in data computing and information
technologies have fundamentally transformed how products and services are
produced and consumed; thus, user experience becomes paramount in meeting
customers' needs without any trouble or dissatisfaction. UI (user interface) and
UX (user experience) describe a set of concepts, guidelines, and principles for
discerning the design and use of a product, map-based or otherwise. This term
separates UX design and UI design. Norman's frameworks are a guiding model
for understanding the user experience with an interactive model, stating how
different UX design visuals can be applied at different stages of the interactive
process.
UX and UI are very crucial to the success of any business. That is why they are
in the top 10 Linkedin search skills in 2020. It's paramount for businesses to
learn how to build a great user experience .
Complexity and perception of User Experience (UX) design
As the name suggests, UX refers to designing a perfect scenario of using
company products or services with utmost satisfaction. Since the birth of a
contemporary era, technologies have become increasingly complex, and
applications and websites' functionalities have become far wider. Early websites
were simple pages that provide information to searchers; however, a few years
later, we can find online sites that are more interactive and offer a richer
satisfaction for users hence the need for an ideal user experience design .
Definition of User Experience (UX)
The word “user” is the nominal form of “to use”; the word originated from the
Latin verb “oeti,” meaning to apply or use something, exercise, or perform. In
contrast, the word “experience” originated from the Latin word “experienta,”
meaning knowledge gained from continuous practices and trials. User
experience (UX) is the knowledge gained from doing something or satisfaction
derived from using a product or service.
User experience (UX) is how people feel when they use a product or service. It’s
an ideal situation where customers get maximum satisfaction from consuming a
product or service. User experience is a form of satisfaction that a consumer gets
from consuming a product or service. It also includes meeting customers’ needs
without any dissatisfaction or trouble. There is a high user experience when
customers’ demands or needs are met beyond their expectations.
User experience can also be seen as the total experience of a person using a
product regarding how easy it is to use. The key to every successful business is
to render ‘user-friendly’ products or services. User experience can include all
types of products; in most cases, it involves websites or applications of some
form. Every form of human-object interaction has a corresponding user
experience .
What is Design?
Design is the process of bringing into existence the products and the services
that people use. It involves producing an ideal product or service for consumer
satisfaction. The design makes products usable for people in this contemporary
era. Design is user-centered; users are always at the heartbeat of the design
thinking process .
What is Design Thinking?
Design thinking is the repetition of steps in which we seek to understand the
user, difficulties and assumptions to identify alternative strategies to produce an
ideal product and service for consumer satisfaction. Design thinking provides
solutions to problems relating to user experience .
What is UX Design?
User experience (UX) is building a product in a manner that provides a solution
to customer problems to gain customer loyalty for a continuous business
relationship. User experience involves putting the end-user at the center of the
universe. User experience is the process of creating products and services that
provide useful and relevant experiences to users. It involves designing the entire
process of acquiring and integrating the product, including branding, design,
usability, and function. User experience can be seen as the various means of
improving the quality of interaction between a user and every aspect of a
company. User experience can be defined as the process of designing products
that are useful, easy to use, and delightful to the end-user .
Who is a User?
The word "user" is always associated with user experience; you will hear words
such as user-centred, user-goals and of course, "user experience". The word
"user" is highly prioritized within the field of UX. A user is a person having
experience from the use of company products or services. The user first
impression is vital in gaining the loyalty of such a user. A user is usually seen as
a king in the world of businesses .

History of UX Design
User experience design is a term which is mainly associated with apps and
websites. And especially when considering a typical job description of a UX
designer, it can trick you into thinking that it's a modern concept.
The word was first originated in 1993 by Don Norman when he worked at Apple
Computer, but the UX field is older than the term.
The history of user experience (UX) is important in understanding this field.
History can provide immeasurable insights into the future. So let's have a look at
user experience design and its origins.
Over the years, UX design is a term that we have constantly associated with apps
and websites. There is a need to know that User Experience is not a new
phenomenon, particularly when the UX designer's job is considered.
Don Norman, the Cognitive psychologist and designer, originated the term "User
Experience" in the 1990s, but UX has been recognized for some decades.
What is the necessity of all these? Aren't we supposed to be looking at the future
rather than the past?
Theoretically, the history of UX is vital to comprehend this essential field. When
we get exposed to its origins, elements, and what stimulates it, we get equipped
to shape the future better. If UX is new to you, this is an overview of the field,
but if you're an expert, it gives you a new insight on UX.
4000 BC: FengShui and why space is significant
You're probably pondering what has primordial Chinese philosophy gotten to do
with UX design, don't get yourself all worked up because the association isn't
far-fetched.
Far back as 6,000 years, he rigorously translates as "wind" and "water" and
states that objects should be arranged in an orderly manner (e.g., furniture)
concerning energy flow. "In reality, FengShui has means placing objects in your
environments in the most ideal, pleasant, or user-friendly way, either in a
bedroom, an office, or an entire building. It encompasses everything from layout
and framework to colors’ and materials.
Just the way an interior designer would organize the furniture so that the
inhabitant can easily navigate the room, a UX designer also applies related
principles to building a mobile app. The result is the same, that is, to create a
Spontaneous, user-friendly experience. Based on this, it can be said that
FengShui was amongst the first facilitators of the UX concept.
500 BC: Ancient Greeks and ergonomics
The origin of UX can also be traced right back to Ancient Greece. By all
indication, it can be suggested that, as early as the 5th century BC, Greek
civilizations structured their tools and workplaces to suit ergonomic principles.
The human factor is "the scientific discipline that focuses on connections
amongst humans and other elements are understood and the line of work that
uses principles, theory, data, and methods to design as well as enhance human
well-being and their general system performance.
One of the resilient signs the Ancient Greeks were aware of ergonomic
principles is how the Hippocrates analyzed how to set up a surgeon's workplace.
He talked about the lighting in the room, the position of the surgeon —"either
sitting or standing in a position that seems relaxed to him"—and the way the
tools are organized; "they must be easy to reach whenever they are required, and
they must be properly placed in a way that would not obstruct the surgeon."
Doesn't it remind you of the concept of UX Design?
The early 1900s: Frederick Winslow Taylor and the quest for workplace
productivity
Frederick Winslow Taylor happened to be a mechanical engineer and pioneer of
Taylorism—otherwise known as Scientific Management. In his quest to augment
human labour, making it more efficient, he single-handedly conducted extensive
research to discover the interactions between workers and their tools.
However, in 1911, he stated, "The Principles of Scientific Management," in
which he indicated that systematic management is the way out of inefficiency.
Although Taylorism was generally criticized because it condensed people to
mere cogs in a machine, Taylor's concentrated on optimizing the relationship
between humans and their tools.
The 1940s: Toyota and the value of human input
Continuing on the need for workplace efficiency, Toyota established its famous
human-centred production system. Unlike Taylorism, the Toyota Production
System was built upon respect for the individual, and much consideration was
paid to creating the best working environment. Also, human input was
considered very important and encouraged. Toyota factory workers have an
option to pull a cord to halt the assembly line if there's any feedback or
suggestions to improve the process, such as usability testing in action.
It characterizes an important step in UX history, considering how attention was
brought to the significance of how humans work with machines.
Irrespective of how progressive technology has become, its importance is
restricted to its usability—and that's actually what UX design is all about.
1955: Henry Dreyfuss and the art of designing for people
A supplementary key figure in the history of UX design is Henry Dreyfuss; he is
an American industrial engineer, well-known for his act of designing and
improving the usability of major iconic consumer products as well as the Hoover
vacuum cleaner, tabletop telephone, and the Royal Typewriter Company's Quiet
DeLuxe model.
Dreyfuss's design philosophy was established on common sense and scientific
approaches. In 1955, he wrote "Designing for People," which, in a nutshell,
describes UX design: it defines a situation where the designer is said to have
failed when the point of contact between the product and the people becomes a
point of friction. Alternatively, suppose people feel safe, comfortable,
enthusiastic about purchasing, efficient, or even happier by coming in contact
with the product. In that case, it then means that the designer is said to have
succeeded.
1966: Walt Disney—the first UX designer?
There have been some misconceptions that engineers are the only ones who had
a part to play in UX's history. But in this scenario, it is not so because Walt
Disney is often recognized as one of the first UX designers in history.
Disney was indeed passionate about creating magical, immersive, almost-perfect
user experiences, and how he established Disney World was a real stroke of UX
genius. In his article for UX Magazine, Joseph Dickerson summaries the
principles guiding Walt Disney for his team of engineers, as he called them:
recognize your audiences, fit into their shoes, communicate with color, shape,
form, and texture.
Disney imagined a place where "lives can be improved upon with the use of
latest technology" - a vision that no doubt today's UX designers share.
The 1970s: Xerox, Apple, and the Personal Computer era
In the 1970s, personal computers kicked off, with psychologists and engineers
functioning together to pay more attention to the user experience. Most powerful
developments emerge from Xerox's PARC research centre, such as the graphical
user interface and the mouse. In many ways, PARC introduces personal
computing as recognized today.
In 1984, the original Macintosh was out .
Apple's first mass-market PC featuring a graphical user interface with a built-in
screen and mouse feature, since then, Apple has been paying more attention to
user experience, from the first iPod in 2001 to the iPhone in 2007. The tech
giant, no doubt, became part of coining the term ‘UX design’.
1995: Donald Norman came up with a name for UX Design
At this stage, user experience design was existing — it just didn't have an
identity yet. Donald Norman, a cognitive scientist, collaborated with the Apple
team in the early 90s as their User Experience Architect, making him the first
person to have a User Experience in his job title. Therefore, he came up with the
term "user experience design" to integrate all that UX is. Furthermore, he
explained why he designed the term because the idea concerning human
interface and usability were too narrow: he wanted a situation whereby at each
point of the person's experience with a system will be covered, including
industrial design, graphics, the interface, the physical interaction, and the
manual."
In 1988, Norman published "The Psychology of Everyday Things" (later referred
to The Design of Everyday Things)—which remains a UX design indispensable
to this day.
2018 and beyond: History in the making
UX design is rapidly developing, and the interesting journey continues. From
Artificial Intelligence to voice technology, from Virtual Reality to design without
interface—today's UX designers face new challenges day-to-day. Irrespective of
what the future holds, it is imperative to know that it'll be as thrilling as the
history that heralds it.
The Scope of User Experience (UX)
The relationship between a person and a company across that person life can be
divided into three different levels namely;

The Single interaction Level

This level reflects the experience the person has with a company using a single
product or device to perform a specific task. The interaction level is the main
focus of UX. It is concerned with designing the experience of a single interaction
that a customer has with a company to perform a task. A large percentage of UX
designers work at this interactive stage; they create the interface for a website or
application. Some of the examples of interactive level include receiving help on
the phone, filing a claim on in surance provider website e.t.c.
The Journey Level
This level captures the personal experience with an organization as he/she works
to achieve a goal using different interactive channels or devices. The journey-
level can be seen as the different process a customer goes through to complete
goal overtime. Examples include receiving an email confirmation and then
check-in the mail .
The Relationship Level
The relationship level is the complex scope of user experience (UX). This level
is also referred to as the customer experience level, which focuses on the overall
experience that a person has with an organization. Examples include researching,
buying and using a product and subscription to a software.

Importance of User Experience (UX)

With the evolution of information technologies in this contemporary era, UX
design has become highly important. UX is important in the sense that it helps to
fulfill the user’s needs. It helps in providing a positive experience that helps in
winning customers loyalty. A great user experience helps in redefining customers
journeys on your website, which is a prerequisite for business success.
 CHAPTER TW O

User Interface (UI) Design

A user interface (UI) is how users (people) interact with a device. The UI
includes hardware and software components. User interface exists for various
processes and provides a means of input and output.
The developments and advancement of technology come with great creativity.
This creativity has led to advancement and complexity in information
technologies. However, most users still prefer things to be simple yet advanced.
We need simplicity in product development, and we need simplicity in product
use. We need something to fulfill the need of users' to gain their loyalty. The user
interface design fits in here. It helps the designer to create an end product
logically and. User Interface (UI) design can be divided into four main elements:
Usability, Visualization, Functionality, and Accessibility. Design elements can
come into use only after we analyze our potential users. If we do not know who
will use the product, we do not know what kind of system we should make,
hence UI's need. User Interfaces should always consider the end-users need and
fulfill their demands.

User Interface Design Considerations

For making the user experience enjoyable, some things should be considered
before jumping into the development process. It will help save the developer's
time, and also the designer's work will go smoothly. The result will be usable
and simple to use. Elements to be considered include the following.
Consistency- "Users do not like inconsistent pages. Inconsistency makes things
complex, while consistency provides clarity and simplicity. A software user
interface that designers should be consistent with their color, borders, font size,
style, and background images and effects.
Suitable choices should be made matching the theme of what to be designed
interfaces. For example, suppose we are designing pages for a coffee shop. In
that case, the use of coffee-brown color in the background might be a better
decision instead of using an unnecessary sharp pink color, which would be more
favorable in soft toys selling site for little children. Getting enough information
on end-users will help generate an idea of which UI patterns to use and how to
use it. Consistency also means doing similar tasks similarly or familiarly; for
example, clicking on the home button or the company's logo in the banner
should always take the user to the home page at all times. Consistency in the
page layout should contain, for example, header, footer, and body." Consistency
helps users remember one's design. It adds the right feels for users to be there,
making everything simple to the user. Throwing users different typesetting in
different pages, sizes, themes, and colors without any special meaning or reason
will surely make users get bored and never return to that site again. Consistency
can be achieved by a thoughtful design, potential end-users' research.
Responsiveness- it might not be very pleasant at times for the user if he is being
kept waiting over site unresponsiveness. A user always wants a response when
he submits his information to a website; he will want to know from the site
whether the registration was successful or not and navigates him back to the
home page Instead of him receiving a blank html page with no going back option
or no other information, it will harm the user's future usage of the site. It also
means giving users the feeling that sites or software are listening to them.
Nobody likes talking to someone without any response in return. If the page
takes time to load, one can provide some visual graphical presentation or any
text message that suggests that the page is loading or telling them the progress
status.
Familiar words- Use of terms or words already familiar to users from other
existing websites help them familiarize themselves with the website fasters.
Words such as sign-up, register, and login are very common, so using them on
the newly designed pages will help users easily understand the website, which
will minimize the learning process.
Streaming- all pages should contain a link to the company's contact
information. Users do not like to be troubled unnecessarily. Any unwanted thing
should be thrown away; keeping them does not make the interface or the process
any better .
User Interface (UI) Design Process
After knowing what user interface design is and what key elements should be
considered to get the designing work for the users, it is time to think about the
user interface design processes, how it is carried out, and what steps are taken to
complete it. Time management is very important during the user interface
designing process. Designing the process chart helps to keep with the design,
time, and implementation deadline as it becomes helpful to track down the step
one is at. The following are the basic procedural steps of user interface design.
The steps are namely.
1. Study the idea of the products and design requirements. The main step to take
when designing an application or a system with a specific product is to
understands the product itself, what it is, and the logic behind it, why people
would demand it. At the same time, it is very important to understand the idea
behind the requirement, what it suggests, what it means, and what it demands. It
is important to understand why designing for a particular system is important. If
the UI design's basic concept is not clear, the whole process will be a mess-up.

2. Do research on potential end-users, study and analyze them. The next step is
to understand who the end-user is. This information is needed because the design
is done for a particular group of users. Their interest is what keeps the design
process ongoing. Researching on what end-users want is very important. It gives
us a perfect idea about what kind of features the end users want, what kind of
layout they like, what colors they prefer, what level of their computer/internet
knowledge, and so on. Information on such little things helps designers to meet
the expectation of the end-users.
3. Locate a group of people matching end users. After successfully finding out
what kind of people are using the system or application, an intense analysis must
understand what they want. A group of potential end-users 5-10 (more or less in
numbers) depending upon the size of the application should be found and
requested to give some time to take part in the end-user analysis process and
help evaluate the design work. Approach to potential end-users should be made,
and the number of meetings should be stated beforehand to keep things clean
and clear. Questions should not be asked that could bother them, exposed their
privacy, or harm them mentally. Promise users some reward for participating in
the process and, of course, keep the promise after the task has been done. It will
help motivate the users to participate and remain motivated to participate in the
whole process next time.
4. Create use cases and test the cases. It is essential to create use cases for the
application, and based on that, create test cases. It will help in creating test
information for the end-users to test later after the design has started.
5. Create a paper demonstration after the design need is well understood. End
users representatives are set, observed, analyzed,, and required use cases and test
cases are written. It is time to create the first version of the demonstration. The
basic idea of the application is drawn on a paper. The advanced idea is drawn.
More features are added and asked for an end-users opinion.
6. Test and evaluate them with possible end-users; after the demonstrations are
done, end users are asked to go through the application's basic idea. Step 5 is
repeated for advanced paper demonstration with more features put and more
navigation put in there if they understand it.
5. Create advanced dynamic graphical demonstrations. After green lights to the
paper demonstration, the mockup design should take better forms. Mockups can
be created in a graphical format example is Photoshop to give the real feel of the
end product.
7. Implement the design. After the final design has passed all the tests,
implementation begins. It can be broken down into smaller pieces/level/version
to test and move to the next level.

Elements of Interface Design

Usability
Usability is one of the key elements of interface design. Asking simple questions
can help in making the application usable or accessible. The questions can help
the user to navigate from one page to another. It is the quality attribute that helps
measure ease of use of the user interface of an application or a website. Many
factors influence Usability, and something might go wrong. There is no
guarantee that the users will stick by the designs all the time. If they do not like
something, they might never visit the site again. It isn't easy to please every user.
Still, it's better to assure that there are ideally no usability issues or practically at
a minimal level. Usability can be divided into five sub-components:
'Learnability', 'Efficiency', 'Memorability', 'Errors' and 'Satisfaction'. These
components describe the need for Usability in interface design. They are defined
as follows.
Learnability - defines how easy it is to learn a product or website when coming
across it for the very first time. The basic tasks or activities should be easy to
use. The best the user can learn, the better the design is considered, which is
beneficial for the application or website owner.
Efficiency -Efficiency helps measure the fastness of task performance after the
learning stage is completed successfully for certain features. Users should be
able to accomplish the tasks they want to get the expected result.
Memorability- memorability is the design's ability to make users remember the
features after the first visit and first use. The frequency of using a certain website
by a user might not be high; this results in forgetting how the website or
application is used and navigating to desired pages.
Errors - Users tend to make slight mistakes easily, but that is not important. The
important part is how the errors are handled and responded to. The system
should address the errors and users with a lot of patience and politeness. They
tend to make mistakes because of difficulties in using the website or application.
Satisfaction- Users should not drive the system; the system should drive the
users. If the navigation flow is smooth if users get results as they expect. Its
means the site/system is usable, and the design is satisfactory.
Application/Website Navigation
It is very necessary to understand the idea of an application or system. What are
you doing, and the expected result are two very important questions designers
might come up with during the application design stage. So, it is a must to have
answers to these questions throughout the design process. It is very easy to get
lost when doing bigger tasks. Therefore, it is important to get some techniques to
help maintain the work's connectivity and flow. Navigation designing is a way to
plan the application with a sequence of actions for ease of Usability.

Layout Design
Another important element or factor to be considered for Usability is layouts and
how they are designed. When the application's idea is well understood, and the
sitemap is ready, rapid prototyping is started. The layouts give the feel of the
application/site with navigation logic. The prototyping or layout designing
process should always be broken down into many subunits.

CHAPTER THREE

User Experience Design Principles (UX)

User experience principles can be defined as a process or outline guiding the use
of a product for simplicity, accessibility, enjoyable designs as we select and
create organizational elements. Design principles can be seen as the heart and
soul of user experience design. User experience is a creative and innovative field
that welcomes new ideas from new practitioners and designers. There are some
guidelines or principles that designers must adhere to to achieve users and
organizational goals. These principles include the following.
Meeting the User's Needs
The main aim of user experience design is to meet the user's needs. Every
business organization needs to improve user experience by rendering quality
products. They must learn what users are looking for in a design. What might
seem brilliant to the organization might not be to the user.
Know your Current Stage in the Designing Process .
The user experience design process can be overwhelming at times. So knowing
your current Stage in the designing process helps you carry out user surveys and
user interviews to find out what users need.

A well-defined Hierarchy
One of the user experience design principles that ensure stress-free navigation
through the designing process is having a well-defined hierarchy. There are two
types of hierarchy. The first type is the hierarchy that explains how content is
organized all through the designing process. In contrast, the second one is a
graphical hierarchy, which allows users to navigate easily within a page or
section without stress or trouble.
Consistency
Users expect products to look familiar with other products they use regularly. It
makes it simple for users to become used to the new product without learning the
new process. Consistency makes the designing processes easy for designers or
practitioners.

Accessibility and Usability

The Designers have to ensure that the design is usable and accessible to as many
end-users, including disabling people. Usability, on the other hand, is an
important UX design principles. No matter how brilliant or pleasing your design
may be, it won't be very meaningful unless there are safety and simplicity in its
use.
Simple Metaphor
Simplicity has become one of the best practices in graphic design; UX-focused
design should avoid ambiguous terms and use simple words easily
understandable by users.
Developing User Experience (UX) Design
User experience design is the process for improving your product or service
users' satisfaction by making it more usable, accessible, and easy to interact
with. When you consider that about 80% of users will stop using a product if
they don't like what they find and quickly choose another product. Then you can
see the importance of UX design.
The followings are user experience design steps to follow when you want to
improve or develop your UX design for higher end-user satisfaction and
achieving organizational goals.

Understanding User Needs

It will be ideal to know what users need before they ask for it. It can be achieved
by creating a user's profile or persona, stating their objectives, goals, challenges,
and other important details. Get yourself acquainted with your audience as it will
enable you to cultivate experiences that pertain to your users' opinions and
feelings. You may like to make a user identity for a start, an ideal picture of your
customer represented based on market research and statistics collected from your
existing customer.
Making a persona involves analyzing your customer's data and conduct
interviews (internal and external) and surveys. You can as well talk to similar
audiences that portray the same characteristics as your present users.
Carrying out Research
Don't assume u know everything about your customers (users). Conduct a survey
and research your users. The details from the survey can help in fine-tuning your
UX design for better output.
Sketching
After understanding your customers, you will be better prepared to sketch the
users' journey by creating an outline or profiling the user's journey for future
purposes.
Design
After the sketching stage, you can now incorporate those ideas into a fully-
developed website. The design should make users feel as though they have been
using the product or website before now. The design should be simple,
accessible, and easy to use.
Implementation
When you are done with the designing stage, it is paramount to implement the
design and grant users of the UX design complete access.
Evaluation
The more pages viewed and the longer time spent on-site can help evaluate the
UX design's success .

Wireframe and its importance

The Wireframe is a graphical guide representing a UI design without visual
design or branding elements. UX Designers or practitioners use it to define items
on a screen and communicate with the items on that page based on user needs.
The simplest way to think about a wireframe is in terms of building a house.
There must be a building plan to guide the engineer in building the house
without errors. The building plan can be seen as a graphical or a visual design
guiding the building. For user satisfaction, the visual design must be without
errors, or it must not be complex for customer use. UX designers use Wireframe
to describe and strategize the information order of their design for product or
service. This process depends on how the designer wants the user to process data
based on research already carried out by the UX designer. Wireframing also
allows users to flow with the interface by buttons and menus on the diagrams.
The use of colors, themes, or fancy text doesn't guarantee that a user can easily
use a product. Still, when a simple hand-drawn diagram carries out wireframing,
it makes it easy for users to use the product easily. Users would be happy if
there's a button or even though it's not brightly colored and flashing.
Examples of wireframes
Let's see some examples of wireframes before you start designing yours. It will
give you an insight for developing your own and a clue to create them.
Some people might prefer hand-drawn wireframes, while some persons might
prefer making software to make theirs. The emphasis would be made on some
instruments used to create wireframes. Still, it's important to note that creating
yours is your choice: some people can be very creative with their PC while
others with paper and pen in their hand.
Whichever method you decide to adopt as a beginner, you should have it in mind
that Wireframes can be drawn with pen and paper, or on a whiteboard, can be
easily adjusted, which can immensely help the early designing stage concerning
your product or website. Modifications are much flexible at this early stage and
less costly than changes considered relevant after coding.
Even though you decide to apply software later on after hand-drawn Wireframe,
it's pretty much easier to keep a record of more thorough decisions. It's advisable
to start by drawing your wireframes with paper and pen before implementing
more comprehensive versions using software or app. It gives you great insight
into how data can be shown on the screen.
Importance of Wireframe :

1. Wireframe helps in giving user interface designers a basis to start

creating screens.
2. Wireframe serves as a reference point for the development.
3. It helps in communicating the experience with potential users without
graphic design elements.
4. It helps in exploring ideas easily.
 5. It provides a means for prototyping and testing of ideas.

Wireframing process
As stated above, UX designers have different ways of approaching wireframing;
some prefer to draw with their hands, but others prefer the use of tools or apps
online. But most times, the decision on what to use still depends on the way you
attempt to solve the particular issues and not what the individual prefers.
The bullet points below displays several ways different designers can arrange the
procedure from design to implementation:

Wireframe > Interactive Prototype > Visual > DesignSketch > Code
Sketch > Wireframe > Hi-Def Wireframe > Visual > Code
Sketch > Wireframe > Visual > Code

Let's say, for example, if the task is too much. Visual design can be considered
insignificant (coupled with many back-end administrative interfaces), then
sketch > code is preferable, but if resources and time committed to the project
are worth the while. The value of the business is all high. Investing the time to
ensure a high-definition wireframe and going over a series of testing with a
fully-realized interactive prototype makes more sense.

Wireframing Tools
There are loads of tools that are free to create wireframes and prototypes.
Therefore, you ought to experiment with so many of them to find suitable ones
for you. Don't fail to recall that you can make use of pen and paper. Listed below
are some online tools that are mostly considered appropriate.
UXPin : Considered to have an extensive range of purposes, but a major
function is its ability to facilitate building responsive clickable prototypes
straight in your browser.
InVision : It enables you to facilitate feedback directly from your team and users
using clickable mock-ups of your site design. It's free as well.
Wireframe.cc : It offers you the tools to construct wireframes extremely fast
within your browser, that is, the online form of pen and paper.
How to make your wireframe

1. Research
UX design is a procedure, and wireframing isn't the first step in UX design
principles. Before you even consider picking up a pen and paper, you are
supposed to have considered the first two steps; namely, understanding your
prospective users are through research, listing requirements, creating user
personas, and defining user cases; what does this mean? It simply means
analyzing related product lines to your, excavating prevailing UX trends and best
practices. For sure, that means carrying out a study on similar product lines to
your own, unfolding prevailing UX trends and best practices, and, of course,
going over your core design guiding principle.
2. Do the Research a Reference Point
You can envisage how massive the quantitative and qualitative data of those
various phases will create. Anyway, it's what you have to keep in mind while
sketching your wireframes. As a human, you might find it difficult to remember
all of that or even retain actually; therefore, scribbling a cheat sheet with your
business is recommended and user objectives (your requirements), your
personas, use circumstances, and maybe some cues of the imperturbable
attributes you came across in your competitor research. A small number of
selected quotes from your audience can enable your attention to be fixed on the
user's experience, which is, at no time, fail to recall—what you're designing.
3. Mapped out your User flow
Your wireframing can be easily disorganized if you lack ideas on how many
screens you will produce and the flow you expect the user to follow. It's essential
to have an impenetrable idea of wherever your users will be coming from (which
marketing channel, for example, and off the back of what messaging), and
exactly where you aspire they'll end up. If you're already used to UX vocabulary,
your in-house voice will be consecutively screaming "user flows" and
"information architecture”.
4. Draft, don't draw. Sketch, don't illustrate
Finally, we'll start putting our pen to paper. Don't get tired that it's taking long
because the adage "look before you leap" is very much relevant in UX, making
the previous steps very important.
Anyway, let's get some wires on your frame. Remember: you're outlining and
expressing features and formats, not demonstrating expansively or sufficiently.
There's nothing more critical than a blank piece of paper, so you have to start
putting your ideas down straightaway—that's the most important aspect of step
three. In the main time, don't consider aesthetics; that is colors, the UI designer
can handle that, but if you're the only designer at your inexperienced startup
stage, you'll do that later. A nice, profuse marker pen (a Sharpie, as people in the
US, would call it) is a convenient instrument at this wireframing stage.
As soon as you have a few differences in your first screens, you may intend to do
a bit of combined wireframing with a colleague who is also a designer or product
manager.
It simply means that you should take your wireframes from the paper and onto a
whiteboard and do rough work on them. Ask a very crucial question; "Are we
making something usable that would meet our audience's needs?"

5. Add some detail and get testing

Your flow is available at this stage, and you have your screens, and you've
corroborated your ideas with some clued-up colleagues. The next step is to
include some useful details to enable your wireframe ready for its upgrade,
Megatron-style, to prototype-mode.
Include detail to naturally process a screen or the page of a book: from top-to-
bottom and left-to-right. Don't forget that your wireframe is just your site's
skeletal form that serves as a connection to the main parts. You do not include
the main thing yet—the content and the copy.
Reflect on the following:
Usability conventions are the placing of the navigation at the top next to your
logo, having a box at the top right used for searching, and so on.
Indications of any functionality that can be added to a prototype transition
As soon as you've done all that, you're prepared for your first user tests. At this
level, your users may be referred to as your colleagues. Something amazing
about the humble wireframe is that it serves as a mutual language amongst
designers, stakeholders, web, and app developers. Examples of such tools are
Usability Hub to preference test screens, collect qualitative feedback, and check
to understand the basic user flow.
With this tool's help, you can picture and upload your hand-sketched wireframes
and then attach them to user button overlays; very brilliant.
6. Turn your Wireframes into Prototypes
Once you've succeeded in documenting and acted upon the feedback gotten from
your prototype, you can start organizing your most reliable prototypes. And of
course, there are various slick tools out there used for this, from Proto.io to
Adobe XD and Framer, but the most recognized are Sketch and the browser-
based, new(ish) kid-on-the-block, Figma. After your wireframes have been
developed in Sketch form, you can bring them into the industry-leading
prototyping tool InVision (which, by the way, we made a course in conjunction
with) and interlink your screens for the second round of most reliable user
testing. At this point, we can say that we've officially moved from wireframing
to prototyping.

CHAPTER FOUR

Introduction to Design Thinking

As a designer, an entrepreneur, or an employee, there is always n constant
pressure to innovate or do old things in a new way. Innovation can be seen as the
key to progress and success. Our levels of thinking for innovation give us the
ability to conceive practical ideas and give us the upper hand in competitive
industries.
The Apples, Airbnbs, Toyota, Xerox, and personal computers were all borne out
of innovation. These companies' challenge is to continue that innovation to
maintain a stable position in their respective markets and remain competitive in
their respective industry. Innovation cannot be a one-time affair; it needs to be
part of the company's DNA. Innovation doesn't always come easily. That's where
design thinking comes in.
Design thinking has long been considered the backbone of innovation and the
remedy to business stagnation. It has been credited with remarkable feats. It's a
concept that has becomes very relevant t o the success of any business.
Origin Design Thinking
Design thinking originally came about to teach engineers how to solve problems
creatively, as designers do. The first person to write about design thinking was
John E. Arnold, professor of mechanical engineering at Stanford University." In
1959, he wrote "Creative Engineering ," the book that originated the four areas
of design thinking. From there, design thinking began to evolve as a "way of
thinking" in the fields of science and design engineering, as can be seen in the
book of Herbert Simon's "The Sciences of the Artificial " and Robert McKim's
"Experiences in Visual Thinking ."
What is Design Thinking?
Design thinking can be seen as an ideology and a process that seeks to solve
complex problems in a user-focused way. Design thinking is all about getting
things done innovatively to turn your ideas into viable, testable products or pr
ocesses as quickly as possible.
The Design Thinking Process
The design thinking process describes a series of processes that bring the
ideology of building empathy for the user and turning them into prototypes.
Design thinking helps in tackling unnecessary problems or issues; the end-user
might encounter.
The main characteristic of design thinking is the kinds of problems it solves.
When it comes to the problems to be solved with design thinking, we're not just
talking about ordinary, common problems that have tried and tested solutions.
We're talking about highly complex problems that don't have a solution and
cannot be solved using ordinary methods and approaches.
Complex problems are everywhere, ranging from global issues such as climate
change and poverty to challenges that affect almost all businesses, such as a
change in management, achieving sustainable growth, or maintaining your
competitive edge.
Design thinking is an approach that can be used to tackle the world's most
difficult problems. It focuses on user-centricity, creativity, innovatio n, and out-
of-the-box thinking.
What are the Principles of Design Thinking?
Certain principles are important to design thinking. These are reflected in the
design thinking methodology; they are explained in details below;

User-centricity and empathy

Design thinking is all about finding solutions that respond to human needs and
user satisfaction. The main drivers of innovations are people, not technology, so
an essential part of the process involves stepping into the user's shoes and
developing genuine empathy for your target end-user. It also has to do with
getting close to your potential users to know them, recognizes their needs and
difficulty when using your product, and build empathy for them by putting
yourself in their position. It can be achieved through user testing, interviews,
surveys, and basically by talking to people to understand how they feel, act, or
think.
Collaboration
Design thinking aims to gather a different variety of ideas; this is what leads to
innovation. Design thinking encourages collaboration between different business
organizations, multidisciplinary teams, which may not typically work together.
Ideation : Organize ideations segments to come up with many ideas as possible.
Ideation, in this regard, is all about thinking outside the box and questioning
possible ideas.
Experimentation and iteration
Make a version of your product that can be weighted and tested on real users.
Prototypes are a fast, less costly method of testing your idea before it evolves
into a complete product. Please note that it is not a final product, so don’t expect
it to be pixel perfect; instead, make sure it has a high degree of interactivity built
and tested fast. Also, you don’t need an expensive machine for sketching. Still,
you can use a pen, paper, sticky notes, or whatever you have to hand, and most
importantly, you don’t need to be good at drawing.
A bias towards action
Instead of predicting what users want, design thinking encourages you to get out
there and engage with them physically. Rather than talking about potential
solutions, you'll turn them into physical prototypes and test them in a real-world
possibility .
Application of the Design Thinking Framework
Design thinking can also start small; you don't need to become a UX designer
before applying design thinking to your work. You might decide to focus on just
one aspect of the design thinking process, such as getting to know your
customers and making a conscious effort to be more empathy-driven on a day to
day basis. When struggling to gather positive customer reviews, you might
choose to conduct user interviews to find out what your customers are missing.
Perhaps you want to focus on the collaborative nature of design thinking, in
which case you might hold meeting sessions with representatives from a
different variety of teams.

Examples of design thinking success

Product and service design is the most likely contexts to benefit from design
thinking. However, the design thinking framework can solve all kinds of
challenges beyond the power of design. Design thinking is increasingly being
integrated into business as a way to increase innovation and teamwork. IBM
established their Enterprise Design Thinking framework to "help
multidisciplinary teams align around the important needs of their end-users,
claiming that businesses that use their framework are twice as quick to get their
products to market, 75% more efficient in terms of teamwork, and enjoy a 300%
return on investment ."
Insurance firm MassMutual used a design thinking approach to solve the
problem of getting young persons to purchase life insurance.
 CHAPTER FIVE

Introduction to User Experience (UX) Design Principles

User Experience (UX) Design is how the users or customers feel about the
product and the product developments. It is how people feel when they use a
product or service. When a user uses a product, he/she may develop a good or a
bad feeling about the product. A UX designer's job is to research the user's
experience using a product and find out what side of the design is bothering or
giving the users stress and fixing it.
UX design leads to optimization of the user's satisfaction after using a product or
service. And that is the reason why UX design is very important in designing.
Even when the design is good-looking, but users are bothered by this design, the
design must be adjusted or changed quickly for user retention. And these
changes should be done in a process that is released by the UX Design
department of the organization.
UX design is all about providing meaningful and relevant experiences to users to
increase interactions and retention. It can be created with continuous
improvement in designs regarding ease of use and perceived quality. There are
several principles to make UX Design a success.

Principles of UX Design
UX design means the development and creation of a product. However, it is
mainly used to develop digital-based products such as websites, apps, software,
etc. Below is a list of important principles that should be followed by every UX
designer to create successful experiences.
Focus on your Users
The main goal of any business is to make the end-users happy. So, UX design's
first and essential principle is to focus on the end-users- their needs,
expectations, motivations, and problems. A clear understanding of this important
stage helps designers build personas profiles for users and focus on them
throughout the design cycle. One can discern real users' needs using common
user research methods such as interviews, focus groups, contextual inquiry, and
shadowing.
Focus on business
For any product to succeed in this competitive world, the UX design must make
sense to the end-users. Defining your business goals upfront is highly important
too. A good UX design creates a great balance between business goals and user
goals. UX design helps in making the end consumers happy while also resulting
in increased sales for your business.
Digestibility
The contents of UX design must be clear, simple, and not ambiguous. We chew
food into small pieces so that our stomach can easily digest it. The same thing
also happens with our design. When the design has long contents/elements/
components, it may bother end-users. For this reason, we have to divide large
content into small pieces.
Clarity
Clarity is seen as one of the best principles of UX Design. It's of utmost
importance for Designers to make their Designs as clear as possible so that users
could not get confused. If the users get confused, the design will receive an
inadequate response from them.
"As a user, I should never have to devote a millisecond of thought to whether
things are clickable or not" — Steve Krug.
Familiarity
Familiarity is seen as a complement to the principle of clarity. Creativity in UX
design is always cordially invited, but it should be disregarded if it creates
confusion for users.
Data-informed Design
Design is great not because a designer creates it, but when it passed information
from multiple data sources. Designers use data from different sources to make
effective design decisions. Data can be qualitative or quantitative. Examples of
data sources are users, business and marketing stakeholders, competition, and
site analytics. The data-informed design will help business organizations achieve
long-term business goals and user goals and give users a great experience, which
will eventually help in user engagement and retention.
Validate Designs
Design validation is the evaluation and analysis during or at the end of a Design
and development. The major aim of validating designs is to ensure that the
design can achieve the set goals. Design validation helps to improve design
decisions and maintain Consistency. Some techniques used for design validation
are expert review, cognitive walkthrough, formative, and summative usability
testing.
Design Consistency
Consistency is the key principle of UX design. A good user experience should
provide a consistent experience. It helps users to get used to the product quickly
without stress and reduce the learning time. If a user encounters inconsistency,
the possibility of him using the app again will be at the minimum. Consistency
helps businesses build retention value, credibility, and trust in the company.
Technology Flexibility
Technology is always evolving, and it is changing businesses with it. Once you
have validated designs, you need to make sure that the prevailing technology can
handle whatever you have designed. Business organizations should be ready to
adjust to trending design and technology. There are hundreds of UX design
principles applied from a micro to a macro level of design. The main aims of UX
design are to Focus on real users, defining and achieving business goals,
designing data-informed design, coping up with the ever-changing technology,
and maintaining Consistency will result in making the end customers perform
their tasks with simplicity. It will ensure a good User Experience."
UX Designer Job
Having known the definition of UX design and its importance, it's paramount we
know that UX designers are important. Let's imagine you're shopping online for
the latest clothes. You find yourself in the clothes category, and there are over
three hundred latest clothes available. You realize there's no way to filter the
unnecessary ones away, which means you have to scroll through hundreds of
unsuitable clothes before finding what you're after. You get there in the end and
add them to your basket. You're ready to make a purchase and, as a new
customer, you have to create a new account and login details. Ok, no problem
until you see that there is some mandatory information to be filled in. Buying
your clothes on this website starts to feel more stressful than it's worth, so you
decide to abandon the website and look elsewhere.
That can be classified as a bad user experience . UX doesn't only apply to
websites; any product or service you encounter involves a certain type of
experience. The questions bothering on user experience can include; is it easy to
use? Does it enable you to complete your desired tasks with minimum effort? Is
it logical and efficient? These questions can be indicators of a good or bad user
experience."
What does a UX designer do?
If you're considering a career in the field of UX design, it will be interesting to
know how UX designers work on a day-to-day basis. What kinds of projects can
you expect to work on? What is your duty within a company? What does a UX
designer do actually?
"How do I explain what I do at a party? The short version is that I say I
humanize technology" — Fred Beecher, Director of UX, the Nerdery. From the
definition of Fred Beecher, he sums up the UX designer's role in a very short
sentence. As a UX designer, your job is to make products and technology usable,
enjoyable, accessible, and easy to use for humans. UX designers tend to work as
part of a wider product team. As a UX designer, your main job is to advocate for
the end-user or customer satisfaction. Whether you're designing a brand new
product, coming up with a new feature, or making changes to an existing product
or service—the UX designer must consider what's best for the end-user and the
overall user experience. At the same time, UX designers are also responsible for
ensuring that the product or service meets the business's needs, which increases
ROI and customer retention.
As for the kinds of projects you'll work on, this will vary differently from
company to company, your team's size, and your priorities. You may find
yourself designing websites, mobile apps, software, or even designing for voice,
AR, and VR devices. Some UX designers focus on a design service rather than
physical products, such as designing the overall experience of using public
transport or staying in a hotel. Within the UX designer job title, there are lots of
specialist roles.
When it comes to UX designer daily tasks, these will also vary depending on
your role and the company you work for. Working as a UX designer in a
business organization has involved elements of research, testing, business
analysis, project management, psychology, and wireframing and prototyping.
Despite the variety the role offers, there are some specific functions that a UX
designer can be expected to perform; these include:
1. Conducting user research
2. Creating user personas
3. Determining the information structure of a digital product
4. Designing user flows and wireframes
5. Creating prototypes
6. Conducting user testing
It is important to be aware that UX designers are not responsible for a product's
visual design. Rather, they focus on the user's path and how the product is
structured to facilitate this journey.
 CHAPTER SIX

UX Design vs. UI Design

User Experience and User Interface design are two important words that are used
interchangeably but refer to different things.
UX design means "user experience design ," while UI refers to "user interface
design." The two elements are important to a software or system, and they work
together side by side. "But in respective of their closeness, the duties they
perform each are quite special, referring to a different perspective of the software
or system development stages and the designing process. Before considering UX
and UI's key differences, it's of great importance we first define what each term
means individually.
UX Design
UX design is a process of designing products for accessibility and simplicity.
Don Norman is believed to have coined the term "user experience" in the 1990s.
Below is how he defined it:
"User experience includes a various aspect of the end-users relationship with the
company, its products, and its services."– Don Norman .
Don Norman's definition explained that UX Design includes all interactive
sessions between a potential or active customer and a business organization.
However, though it's mostly a scientific term, its application since an early age
has been almost entirely within the scientific world; the main reason behind this
was that industry technology is growing rapidly during invention. UX applies to
anything which can be experienced—it can be software or an application, a
system, or visitation to the pharmacy. The "user experience" means the
interactive relationship between a user and the organization's product. UX design
takes into consideration all the various elements that determine the experience.
A UX designer meditates on how the interaction between a product and a
company makes the user feels better. For example: How stress-free is the login
system when purchasing online products? How simple is it for you to use that
potato peeler? Is it simple for you to make use of your banking app online
without stress? The main aims of UX design are to create accessibility,
efficiency, satisfaction, and all-around pleasant moments for the end-user.
UI Design
The question of "What UI design?" is hard to answer because of its wide variety
of misunderstandings. While UX is a combination of tasks based on utilizing a
product for efficient and stress-free use, user interface design is a supplement to
user experience design; it's the look and feel, the representation, and interactive
relationship between a product the user.
Looking at the job adverts for user interface designers , you will find the
profession's graphic design interpretations. Sometimes, it includes brand
designing and development.
UI design is mostly a digital term. A user interface is an interactive relationship
between the user and a software device, application, or product to optimize user
satisfaction—like the touchpad on your phone. Concerning software and
applications, UI design considers the look, feel, and interaction of the product.
It's also about making sure that the UI is as spontaneous as possible. It means the
meticulous considerations of every aspect of the visual, interactive elements the
user might face. A UI designer will think about the color, theme and buttons ,
spacing, icons, and imagery.
User interface design is mainly a digital practice. It considers all the visual,
interaction elements of a product interface—including design, buttons, icons,
spacing, typography, color themes, and responsive design.
UI design's major goal is to lead the user through a product's interface visually
and graphically. It's mainly about creating a spontaneous experience that doesn't
require the user to worry too much or learn the extra skill. UI design transfers the
brand's power and optical property to a product's interface, ensuring the design is
unified, visually, and graphically enticing.

The main differences between UX Design and UI Design

For example, using the human body to represent a product, the bones represent
the coding that shapes and structures the body. The organs represent the UX
design: optimizing and providing the input for supporting life activities or
processes. And the UI design represents the body's appearance, representation,
senses, stimuli, and reactions.
It's very important to know that UX and UI go side-by-side; they are inseparable,
which means you can't have one and abandon the other. However, you don't need
to have User Interface design skills to be a User experience designer and vice
versa; UX and UI constitute different roles with different processes.
UX design is all about the total experience gotten from using a product or
service. In contrast, UI design is more concerned about the appearance of the
product's interfaces and function.
A UX designer considers the user's experience journey to find a solution to a
particular problem; what steps should they take? Which activities do they need
to complete? How stress-free is the experience? Much of UX designer's work
focuses on finding different challenges the users will encounter and how they
might provide the solution to them. UX designers conduct detailed user research
to determine who the end-users are and their needs for a particular product.
They'll then point out the user's journey around a product and create wireframes
that guide the product's blueprints.
With the product mapped out a framework, the UI designer steps in to bring it to
life. The UI designer considers all the user's journey's visual aspects.
Hopefully, you're now starting to see how UX and UI design means two different
things. To summarize:

UX design is the process of identifying user problems and proffering

solutions to the problems encountered by users, while UI design is all
about creating spontaneous, graphically-pleasing interactive interfaces.
UX design normally comes first in the product development stages,
followed by UI. The UX designer organizes the user journey framework;
the UI designer then designs it with visual and interactive instruments.
 UX can apply to any products or services; UI is specific to digital
products and services.

Some Misconceptions: UX design vs. UI design

Although UI and UX have had many misconceptions over the years, it is very
important to know that they are both relevant terms. Though they work side-by-
side, they are different. While UI emphasizes your design interface and how a
user interacts with it, UX focuses on users' experience as they use a product or
service. We can then say that UI is a subset of UX design. However, they both
represent the screw and bolts of design, communicating its functionality.
UX tools focus on the user and their experience with the use of product content.
These tools can help fine-tune the information structure and how someone will
flow through the experience. Since this is more conceptual, UX tools help a
designer paint a larger picture of how an organization's product w ill affect the
user experience.
Conclusion
The term user experience (UX) covers wider broad activities as the UX field
continues to evolve. User experience involves the design of a thing for simplicity
and ease of accessibility. UX and UI design are very relevant to any business
organization; therefore, they must consider users' expectations, desires, goals,
satisfaction, and improvement. An organization that fails to consider making the
user's experience better is heading for failure. Therefore, user experiences are
designed to use a company's product or service in a stress-free way. Designing
entails some steps, principles, stages, and procedures, which have been
highlighted above.
User Experience is dynamic, not static, successfully associating itself
emotionally, physically, and cognitively with the end-user.
UX designers are not responsible for the visual design of a product. Rather, they
focus on the user's journey and how it is structured to make this journey easy for
a great user experience.
 ABOUT THE AUTHOR

Pamala B. Deacon is a UX and UI designer born in New York City,

in America. She specializes in design education and career
advancement for UX/UI designers that love creating good experiences
that work for both businesses and users.
She has experience in visual designing, and mentoring a UX/UI team.
She also has extensive experience in UX/UI software and application,
including User research, and usability testing.