The concepts of UX (User Experience) andUI (User Interface), contrary to what one might think, are elements that do not only pertain to the sphere of technology. In fact, they can be found in everyday life as well.
Whenever we happen to interact with an object, be it a physical or digital product, we inevitably experience certain feelings toward it.
Such perceptions arise from the way the product is designed, influence our state of mind and especially our attitude toward the element itself.
This makes us realize how important it is to study UX and UI thoroughly to ensure that the product delivered to our Client is perceived as efficient, functional, and pleasant.
Specifically, Isola di Comunicazione incorporates the concepts of UX and UI into its work as a web agency, applying them from the perspective of web marketing and within the realization of websites.
What is User Experience
User Experience can be defined as theoverall experience of a user interacting with a website.
As anticipated, from this interaction arise personal and subjective perceptions that form the basis of our judgment toward the company, its products, or the service it offers
The realization of an optimal UX goes through 2 elements:
- the User Experience Research: in this preliminary phase, users are actively involved, and they are observed and interviewed in experimental activities and during interaction with the object of study.
In order to achieve good UX, it is essential that this observation is not exhausted in the early stages of the project.
For this reason, thesurvey through users must be performed repeatedly, even once the website is considered finished. In this way, we are able to continuously collect data that is useful for the continuous improvement of the user experience.
This is because the contexts of product use and especially the needs of users are constantly changing and evolving. - the User Experience Design: this phase can be defined as the operational moment, where the indications that emerged in the research phase are put into practice.
Within the scope of UX Design, User Interface Design is also encapsulated, which we discuss in depth in the next sections.
Simply put, it is the discipline closest to the graphic design, where theelement of interaction between user and company is concretely designed : the website.
User Experience and Usability
There is often a tendency to confuse the concept of User Experience with that of Usability.
When we talk about Usability we refer to theefficiency and ease in using a product, which must be intuitive and functional for the purposes for which it was designed.
In this sense,Usability represents only one facet of UX that encompasses every aspect of experience, including emotions and feelings.
Undoubtedly, making a site usable constitutes the first step on which to base a fulfilling User Experience. In fact, a user who fails to use a site with ease and fails to achieve the purpose for which he or she is visiting it will most likely abandon it and not return.
What is User Interface

By definition, the User Interface is the contact element between the user and the product.
When it comes to web design, the UI actually represents theinterface of the site where the user has the ability to navigate.
In this regard, User Interface Design includes multiple aspects such as:
- the creation of a graphic-visual design
- the design ofinteraction
- the study of color palettes
- The drafting of theinformation architecture
How to make a good Graphic User Interface
To make a good GUI, it is useful to follow 6 basic design principles:
- Clarity: the interface should be readable, clear on first visit and first use.
- Consistency: visual elements should look uniform and not disconnected from each other. In this sense, it is useful to make consistent use of colors, shapes and icons.
- Familiarity: it is a good idea to use easily coded symbols to make it easy to understand.
- Flexibility: in the era of mobile Web use, the site must be designed with a responsive perspective so that content is optimized for every viewing context.
- Measure: Content and visual components must be dosed in the right measure so as not to confuse the user and stimulate his or her curiosity.
- Control: the user must always have control over the actions he or she takes in order to avoid unpleasant feelings.
UX and UI: the main differences
In light of what has been said so far, we can see UX and UI as two sides of the same coin that cooperate in the creation of an effective website.
The initial step in achieving optimal UX is to fully meet user needs.
Pleasantness andaesthetics, achievable through good UI design, come into play only later, arousing user interest and increasing positive feelings.
One substantial difference concerns the skills to be acquired by UX and UI professionals.
While UX Design requires front end development skills,UI Design essentially needs good graphic and psychological skills to direct the user to pleasurable experiences that they are likely to want to relive.
Why UX and UI are critical for a website
Designing an interaction with your website that is as pleasant and intuitive as possible is a key element in building Customer trust in your company.
Not only that, investing in UX and UI can benefit other components of one’s marketing strategy as well.
In fact, UX is a factor that is taken into account in Google’s search algorithm and affects both the SEO positioning, as well as on advertising campaigns for payment.
In conclusion, we can say that it is crucial that User Experience and User Interface are fully exploited in every digital project to make sites operationally functional and visually pleasing.
Improve UX and UI of your website with Isola di Comunicazione
Setting up aprofessional GUI and achieving an optimal User Experience are tasks that require specific skills, constant briefings, and repeated user testing.
Do you want to improve UX and UI of your products?
Carry out a restyling of your website by relying on the team of experts at Isola: we provide you with qualified figures who can set the most effective strategy for your company.