What is user interface (UI) design?

User interface design (UI design for short) refers to the design of user interfaces for digital products such as websites, web shops, apps, software and so on. It refers to the way a user can interact with a product, including the visual presentation, the navigation and the interaction options.

The goal of UI design is to create a user-friendly and intuitive experience by providing a clear structure and simple navigation and by making sure that all functions are easy to understand and accessible. It is about creating a connection between the user and the digital product by enabling a pleasant and effective interaction. In the best case, there is a clear visual link to a brand’s corporate design and thus a strong connection of the overall visual presentation as a key touchpoint of the company or institution.

The most important benefits, summarised in concrete terms:

• Usability: A well-designed user interface can help users to interact with a product easily and intuitively, which leads to a better user experience.

Brand identity: UI design can be used to support the brand identity by using colours, typefaces and other visual elements associated with the brand.

Trust and credibility: A well-designed user interface can strengthen the trust and credibility of a brand, as it conveys a professional impression and shows users that the brand has engaged with their interests.

Addressing the target group: UI design can help to appeal to a specific target group by providing functions and visual elements that are relevant to that target group.

Increased conversion rate: A well-designed user interface can help to increase the conversion rate, as it encourages users to take certain actions, such as making a purchase decision.

In summary, UI design is an important factor for the brand, as it improves the user experience, supports the brand and helps a brand to be more successful.