What Is UI and UX? A Simple Guide for Businesses

UI and UX are two of the most important parts of any digital product, yet they are often misunderstood.

Businesses regularly use the terms together, but UI and UX are not the same thing.

UI focuses on how a digital product looks, responds and communicates visually. UX focuses on how easy, useful and satisfying that product is to use.

Both disciplines are essential for:

Business websites
Mobile applications
SaaS platforms
Ecommerce stores
Customer portals
Dashboards
Booking systems
Internal software
AI chatbots
Digital products

A product can look impressive but still frustrate users. It can also function correctly while appearing outdated, confusing or difficult to trust.

This guide explains what UI and UX mean, how they differ, what a UI/UX designer does, which platforms designers use and whether coding is required. It also covers the main rules of interface design, how AI is affecting the industry and how businesses can choose the right UI/UX partner.

TLDR: What are UI and UX?

UI stands for user interface.

UX stands for user experience.

UI design focuses on the visual and interactive elements people use, including:

Buttons
Menus
Colours
Typography
Forms
Icons
Cards
Navigation
Page layouts

UX design focuses on the complete journey a user takes while trying to achieve a goal.

This can include:

Finding information
Booking a service
Buying a product
Creating an account
Uploading a document
Completing onboarding
Contacting support

A simple way to understand the difference is:

UI determines what the product looks like and how its controls appear
UX determines whether the product is clear, useful and easy to use

Strong digital products need both.

What is UI and UX?

UI and UX are connected design disciplines that shape how people interact with digital products.

UI design is concerned with the visible interface.

UX design is concerned with the overall experience.

For example, consider an online booking system.

The UI includes:

The appearance of the calendar
The colour of available time slots
The style of the buttons
The typography
The confirmation message
The form layout

The UX includes:

How easily users find the booking page
Whether the available times are understandable
How many details they must enter
Whether they can correct a mistake
Whether they receive clear confirmation
Whether they can cancel or reschedule

The two areas influence one another.

A clear booking journey may still feel unreliable if the interface looks inconsistent. A visually polished interface may still perform poorly if users cannot understand what to do.

UI vs UX at a glance

Area	UI design	UX design
Main focus	Visual and interactive interface	Complete user journey
Main question	How should this look and respond?	How should this work and feel?
Typical output	Detailed screen designs	User flows and wireframes
Common concerns	Colour, typography and components	Usability, structure and task completion
User research	May inform visual decisions	Central to the process
Prototyping	Shows interface behaviour	Tests the wider journey
Success measure	Clarity and consistency	Ease, usefulness and satisfaction
Development handover	Provides visual specifications	Provides journey and behaviour requirements

What is UI design?

User-interface design focuses on the appearance and behaviour of a digital product.

A UI designer creates the visual language that connects different pages, screens and features.

The aim is to make the interface:

Attractive
Consistent
Understandable
Accessible
Responsive
Appropriate for the brand

UI design can include:

Colour palettes
Typography
Buttons
Links
Form fields
Navigation menus
Icons
Images
Cards
Containers
Tooltips
Notifications
Hover states
Loading states
Error messages
Mobile layouts
Animation

Strong UI design helps users recognise which elements are interactive and understand what will happen when they select them.

For example, the main call-to-action button may use a prominent colour, while secondary actions use a quieter visual style.

These individual decisions may appear small, but together they influence how confidently users interact with the product.

What does a UI designer do?

A UI designer may be responsible for:

Applying the brand to a digital product
Creating page and screen layouts
Designing buttons and controls
Selecting fonts and colours
Creating reusable components
Designing desktop and mobile screens
Defining spacing rules
Creating interaction states
Producing icons or visual assets
Preparing developer specifications
Maintaining a design system

A UI designer should consider more than what a screen looks like when it is static.

They also need to plan what happens when a user:

Hovers over a button
Selects a field
Enters incorrect information
Uploads a file
Waits for something to load
Completes a task
Reaches an empty screen
Uses the product on mobile

These different conditions are often called states.

What is UX design?

User-experience design focuses on how a product works from the user’s perspective.

A UX designer examines the complete journey someone takes while trying to achieve a goal.

This might include:

Finding a service
Comparing subscription plans
Purchasing a product
Uploading a document
Completing a registration form
Learning how to use a feature
Contacting customer support
Cancelling an account

UX design often involves:

User research
Competitor research
Interviews
Surveys
Customer journey mapping
Information architecture
User flows
Wireframes
Prototypes
Usability testing
Accessibility planning
Content hierarchy
Conversion optimisation

The aim is to remove unnecessary confusion, effort and delay.

What does a UX designer do?

A UX designer may begin by learning about:

The business
Its customers
The product
Existing problems
Technical restrictions
Commercial goals

They may ask:

Who will use the product?
What are users trying to achieve?
What information do they need?
What currently causes frustration?
Which steps are unnecessary?
Which actions matter most to the business?
What could prevent users from continuing?

The UX designer then maps the journey and creates an early structure.

This usually happens before detailed visual styling.

What is the difference between UI and UX?

UI and UX solve different types of problems.

UI asks:

What should this button look like?
Which colours should be used?
How should this form be spaced?
Which icon communicates the action?
How should the interface respond when selected?

UX asks:

Why is the user on this screen?
What are they trying to achieve?
Is the journey easy to understand?
Are there too many steps?
Is important information missing?
What should happen next?

The two disciplines should work together throughout the project.

UI and UX example: ecommerce checkout

Consider an ecommerce checkout.

The UI includes:

Button styling
Input fields
Progress indicator
Payment icons
Typography
Error colours
Order-summary layout

The UX includes:

Whether guest checkout is available
How many stages are required
Whether delivery costs are shown early
How errors are explained
Whether users can edit their basket
Whether payment feels secure
Whether confirmation is clear

A checkout can look modern but still lose sales if it creates too much friction.

UI and UX example: SaaS onboarding

For a SaaS platform, the UI might include:

Dashboard layout
Navigation
Progress bars
Form controls
Tooltips
Empty states

The UX might include:

How users create an account
Which features they see first
Whether setup is understandable
How quickly they reach value
Whether help is available
How progress is saved

Good UX helps users understand the product without feeling overwhelmed.

Good UI makes that journey visually clear.

What does a UI/UX designer do?

A UI/UX designer plans how people interact with a website, application or digital platform.

The exact role varies between companies.

In larger organisations, UI and UX may be separate jobs.

A project may include:

UX researcher
UX designer
UI designer
Interaction designer
Product designer
Content designer
Design systems designer

In smaller teams, one UI/UX designer may handle several of these areas.

Typical UI/UX responsibilities

A UI/UX designer may:

Learn about the business and audience
Review customer feedback and analytics
Research competing products
Map user journeys
Create a sitemap or screen structure
Produce wireframes
Design the visual interface
Create responsive versions
Build an interactive prototype
Test the experience
Prepare designs for development
Review the built product

UI designer vs UX designer vs product designer

Role	Primary focus	Typical responsibilities
UI designer	Visual interface	Screens, components, typography and states
UX designer	User journey	Research, flows, wireframes and usability
Product designer	Wider product experience	UI, UX, product decisions and iteration
UX researcher	User evidence	Interviews, surveys and usability studies
Interaction designer	Interface behaviour	Transitions, states and interactions
Content designer	Language and information	Labels, guidance and content hierarchy

Job titles vary between organisations, so businesses should review the actual responsibilities rather than relying only on the title.

What is user research?

User research helps designers understand how real people think, behave and complete tasks.

Research methods may include:

Customer interviews
Surveys
Observation
Analytics
Support-ticket analysis
Search data
Usability testing
Session recordings
Heatmaps
Competitor reviews

Research does not always require a large formal study.

Even reviewing ten customer-support conversations may reveal repeated confusion that should influence the design.

What is a user flow?

A user flow shows the sequence of steps someone takes to complete a task.

For example, a quote-request flow might be:

Visit the service page
Select Request a Quote
Choose a service
Enter project information
Add contact details
Review the information
Submit the request
Receive confirmation

A user flow helps the team identify unnecessary stages and missing information.

What is a wireframe?

A wireframe is a simplified layout that shows the structure of a screen or page.

Wireframes normally focus on:

Content order
Navigation
Buttons
Forms
Images
Page sections
Calls to action

They usually avoid detailed colours, final typography and polished imagery.

This allows the business to approve the structure before time is spent producing detailed interface designs.

What is a prototype?

A prototype is an interactive version of a proposed product.

It may allow users to:

Move between screens
Open menus
Select buttons
Complete simulated tasks
View overlays
Test a checkout
Experience onboarding

A prototype is not necessarily a working product.

It is a testable representation that helps teams identify issues before development begins.

Wireframe vs mock-up vs prototype

Design output	Purpose	Level of detail
Sketch	Explore early ideas	Very low
Wireframe	Plan structure and hierarchy	Low
Mock-up	Show visual appearance	High
Prototype	Demonstrate interaction and journey	Medium to high
Design system	Define reusable rules and components	High

What is a design system?

A design system is a shared collection of interface rules, reusable components and guidance.

It may include:

Colours
Typography
Spacing
Buttons
Inputs
Cards
Navigation
Tables
Alerts
Icons
Interaction states
Accessibility requirements

A design system helps businesses create consistent experiences across multiple products and pages.

It can also reduce development time because designers and developers reuse established components rather than rebuilding everything.

Popular UI and UX platforms

UI/UX designers use different platforms for research, planning, interface design, prototyping and development handover.

The most appropriate platform depends on:

Team size
Operating system
Type of product
Required prototype detail
Collaboration requirements
Developer workflow
Budget
Whether the final website will be published from the tool

Popular platforms include:

Figma
Sketch
Framer
Penpot
Axure RP
Miro

Figma

Figma is a browser-based interface design and prototyping platform.

It is widely used for:

Website design
Mobile app design
SaaS dashboards
Interactive prototypes
Design systems
Team collaboration
Developer handover

Figma allows multiple people to work within the same design file and leave comments directly on the canvas.

It also supports reusable components, shared libraries and design variables.

Figma is best suited to:

Product teams
Agencies
Remote teams
SaaS businesses
Designers and developers working together
Large design systems

Main strengths

Cross-platform access
Real-time collaboration
Interface design
Prototyping
Reusable components
Design libraries
Developer inspection
Large plugin ecosystem

Considerations

Advanced files can become complex
Team permissions require organisation
Some collaboration and developer features depend on the selected plan
It is primarily a design tool rather than a complete production website platform

Sketch

Sketch is a UI design and prototyping platform built for macOS.

It has historically been popular among digital product and application designers.

Sketch can be used for:

Interface design
Reusable symbols
Design systems
Prototyping
Collaboration
Developer handover

Sketch is best suited to:

Designers using macOS
Established Apple-based design teams
Product and application design
Teams with existing Sketch libraries

Main strengths

Focused interface-design environment
Strong native macOS experience
Reusable components
Prototyping
Libraries
Offline desktop application

Considerations

The main design application requires macOS
Mixed-device teams may prefer a browser-first platform
Existing workflows and libraries can influence whether migration is worthwhile

Framer

Framer combines visual website design with development and publishing.

It is commonly used for:

Marketing websites
Landing pages
Startup websites
Portfolios
Interactive web experiences
High-fidelity website prototypes

Unlike a traditional design-only platform, Framer can be used to publish the final website.

Framer is best suited to:

Marketing designers
Startups
Landing pages
Portfolio websites
Teams wanting to design and publish in one place

Main strengths

Visual responsive design
Website publishing
Animation and interaction
Built-in hosting
Content management
AI-assisted layout generation
No traditional developer handover for straightforward websites

Considerations

It is more website-focused than app-focused
Advanced web applications normally require additional technology
Teams should assess CMS, integration and migration requirements
Not every product design project should be developed directly in Framer

Penpot

Penpot is an open-source design and prototyping platform.

It is designed to improve collaboration between designers and developers using open web standards.

Penpot can be used for:

Interface design
Prototyping
Design systems
Team collaboration
Developer handover

It also provides self-hosting options, which may appeal to organisations that want greater control over their design infrastructure.

Penpot is best suited to:

Open-source teams
Organisations requiring self-hosting
Cross-platform teams
Designers and developers using web-based workflows
Teams looking for an alternative to proprietary design platforms

Main strengths

Open-source
Browser based
Cross platform
Self-hosting option
Prototyping
Design systems
Developer-friendly output

Considerations

Smaller plugin and community ecosystem than some established competitors
Teams may need to adapt their existing processes
Highly advanced workflows should be tested before migration

Axure RP

Axure RP is a prototyping platform focused on detailed interactions, logic and complex product behaviour.

It is often used for:

Enterprise software
Complex dashboards
Detailed form behaviour
Conditional prototypes
Data-driven prototypes
Product requirements

Axure allows designers to create prototypes containing variables, conditions and dynamic content.

Axure is best suited to:

Enterprise applications
Complex product journeys
Detailed functional prototypes
Business-analysis teams
Products requiring conditional logic

Main strengths

Advanced prototype logic
Conditional interactions
Dynamic panels
Form behaviour
Detailed documentation
Useful for testing complex systems

Considerations

Steeper learning curve
May be excessive for simple websites
Visual interface design can feel less direct than in tools focused primarily on UI
Teams should decide whether highly detailed prototypes justify the added effort

Miro

Miro is a collaborative online whiteboard rather than a dedicated high-fidelity UI design platform.

It is commonly used during the earlier stages of UI/UX work.

Design teams use Miro for:

Workshops
Brainstorming
User journeys
Customer personas
Affinity mapping
Sitemap planning
Research synthesis
Service blueprints
Early wireframes

Miro is best suited to:

Remote workshops
Strategy sessions
Research organisation
Cross-functional collaboration
Early-stage planning

Main strengths

Large collaborative canvas
Templates
Real-time workshops
Sticky notes
Journey mapping
Easy stakeholder participation

Considerations

Not intended for final detailed interface design
Large boards can become difficult to organise
A separate platform is normally required for high-fidelity UI and prototyping

UI/UX platforms compared

Platform	Best for	Interface design	Prototyping	Collaboration	Website publishing
Figma	Complete product-design workflows	Excellent	Strong	Excellent	No
Sketch	Mac-based product-design teams	Excellent	Strong	Strong	No
Framer	Designing and publishing websites	Strong	Strong	Strong	Yes
Penpot	Open-source and self-hosted workflows	Strong	Strong	Strong	No
Axure RP	Complex functional prototypes	Moderate	Excellent	Moderate	No
Miro	Research, workshops and journey mapping	Basic	Basic	Excellent	No

Which UI/UX platform is best?

There is no single best UI/UX platform for every team.

Choose Figma when you need a broad collaborative product-design platform used across designers, developers and stakeholders.

Choose Sketch when your design team works primarily on macOS and already uses Sketch-based libraries and workflows.

Choose Framer when the project is a marketing website or landing page that may be designed and published in the same platform.

Choose Penpot when open-source software, web standards or self-hosting are important.

Choose Axure RP when the prototype needs advanced logic, variables or realistic enterprise behaviour.

Choose Miro for research, workshops, journey mapping and early planning rather than final interface production.

Many teams use more than one platform.

For example:

Miro for workshops and user journeys
Figma for detailed interface design
Axure for a complex functional prototype
A development platform for the completed product

UI/UX platform decision table

Requirement	Recommended platform
Collaborative website and app design	Figma
Mac-native UI design	Sketch
Design and publish a marketing website	Framer
Open-source or self-hosted design	Penpot
Complex conditional prototype	Axure RP
Remote workshop and journey mapping	Miro
Large reusable design system	Figma, Sketch or Penpot
Early-stage brainstorming	Miro
No-code website production	Framer

Does UI/UX need coding?

UI/UX design does not always require coding.

Most designers create wireframes, interfaces and prototypes using visual tools.

They are not usually responsible for developing the complete product.

However, understanding basic development concepts can make a designer more effective.

Knowledge of HTML, CSS and JavaScript can help a designer understand:

Technical feasibility
Responsive layouts
Component behaviour
Browser limitations
Performance
Accessibility
Development effort
Design handover

When is coding useful for a UI/UX designer?

Coding knowledge is useful when a designer:

Works closely with developers
Designs complex responsive interfaces
Creates website interactions
Uses no-code or low-code platforms
Builds design systems
Reviews the developed product
Works independently
Wants to prototype more realistic behaviour

Do UI/UX designers build websites?

Some do and some do not.

A UI/UX designer may only create the design and prototype.

A website developer then builds the final product.

Other designers use platforms such as Framer, Webflow or WordPress to produce complete websites.

The right workflow depends on the designer’s skills and the project’s requirements.

Nertia’s Website Design and Development service combines UI/UX planning, visual design and responsive development within one connected process.

What are the four golden rules of UI design?

There are many interface-design principles, but four core rules provide a useful foundation.

1. Keep the interface consistent

Consistency helps users learn how a product works.

Elements with the same purpose should look and behave in similar ways.

Maintain consistency across:

Buttons
Colours
Typography
Icons
Navigation
Forms
Spacing
Messages
Interaction states

If two buttons perform the same type of action, they should not look completely unrelated without a reason.

A design system helps teams maintain this consistency.

2. Make actions clear

Users should be able to recognise what they can interact with.

Buttons should look like buttons.

Links should be identifiable.

Form fields should have clear labels.

The most important action should stand out without competing against several equally prominent controls.

Specific labels are often more helpful than generic ones.

For example:

Request a Quote is clearer than Submit
Create Account is clearer than Continue
Download the Guide is clearer than Click Here

3. Give users feedback

The interface should respond when users take an action.

Feedback may include:

Loading indicators
Button-state changes
Progress bars
Confirmation messages
Error messages
Success notifications
Upload progress
Empty states

Without feedback, users may click repeatedly or assume that the system is not working.

4. Reduce unnecessary complexity

A good interface makes complicated tasks feel manageable.

This may involve:

Dividing long forms into stages
Showing advanced options only when required
Removing unnecessary fields
Prioritising key navigation
Grouping related information
Using plain language
Breaking long content into sections

Reducing complexity does not always mean removing useful functionality.

It means presenting it at the right time and in the clearest way.

Additional UI design principles

Use clear visual hierarchy

Visual hierarchy shows users what is most important.

It can be created using:

Size
Weight
Contrast
Spacing
Position
Colour

The page heading should normally be more prominent than supporting text.

A primary action should be easier to find than a secondary option.

Follow familiar patterns

Users bring expectations from other digital products.

For example:

A logo often links to the homepage
A magnifying glass represents search
Underlined text is often a link
A basket represents selected products
A cog represents settings

Familiar patterns reduce the amount of learning required.

Prevent errors

Good UI design should reduce the chance of users making mistakes.

This can include:

Clear form labels
Input examples
Helpful defaults
Confirmation before destructive actions
Preventing impossible selections
Explaining password requirements early

Make errors recoverable

When an error occurs, explain:

What happened
Where the problem is
How to correct it
Whether entered information has been saved

Avoid technical messages that users cannot act on.

What are the four types of UI?

User interfaces can be grouped into four common types.

1. Graphical user interface

A graphical user interface, or GUI, uses visual elements such as:

Buttons
Icons
Windows
Forms
Menus
Cards

Most websites, mobile apps and desktop applications use graphical interfaces.

Users interact by selecting, dragging, scrolling or tapping rather than typing technical commands.

2. Command-line interface

A command-line interface allows users to interact by typing commands.

It is commonly used by:

Developers
System administrators
Technical teams
Data specialists

Command-line interfaces can be fast and powerful but generally require more specialist knowledge.

3. Voice user interface

A voice user interface allows users to interact through speech.

Examples include:

Smart speakers
Voice assistants
Telephone support systems
Voice-controlled applications
In-car systems

Voice interfaces require clear prompts, accurate speech recognition and carefully planned conversational journeys.

4. Gesture-based interface

A gesture-based interface responds to physical movements.

Examples include:

Swiping
Pinching to zoom
Dragging
Motion controls
Virtual-reality movement
Augmented-reality interactions

Gestures should feel natural and should not depend on hidden actions that users are unlikely to discover.

Types of UI compared

Interface type	Interaction method	Common examples	Main consideration
Graphical	Click, tap and scroll	Websites and apps	Visual clarity
Command line	Typed commands	Developer tools	Learning requirement
Voice	Spoken language	Smart assistants	Recognition and privacy
Gesture based	Physical movement	Mobile and VR	Discoverability

Many modern products combine several interface types.

A mobile application may include graphical controls, voice input and gestures within one experience.

Why UI and UX matter for businesses

UI and UX can directly influence business performance.

A confusing website may cause potential customers to leave before making an enquiry.

A complicated checkout may reduce sales.

A poorly organised dashboard may increase customer-support requests.

Strong UI and UX can help businesses:

Increase conversions
Improve customer satisfaction
Reduce abandoned journeys
Build trust
Lower support demand
Improve accessibility
Increase product adoption
Improve retention
Encourage repeat use
Reduce development rework

Design is not only a visual investment.

It affects how effectively a product supports customers and the business.

How UI/UX affects conversions

Conversion problems are not always caused by the offer itself.

Users may leave because:

The main action is difficult to find
The form is too long
The interface feels untrustworthy
Pricing is unclear
The product does not explain what happens next
Mobile controls are difficult to use
Errors are not explained
Pages load too slowly

UI/UX design helps identify and reduce these barriers.

How UI/UX reduces support demand

A well-designed product explains itself.

Clear navigation, labels, onboarding and feedback can reduce questions such as:

Where do I find this feature?
Has my payment worked?
How do I upload a document?
Has my form been submitted?
How do I change my details?

UI/UX design can therefore improve both the customer experience and internal efficiency.

UI/UX and accessibility

Accessibility should be considered throughout the design process.

Important areas include:

Colour contrast
Text size
Keyboard navigation
Focus states
Form labels
Error messages
Touch-target size
Captions
Alternative text
Heading structure
Motion
Screen-reader compatibility

Designers should not depend only on colour to communicate meaning.

For example, an error field should include a written explanation rather than only turning red.

UI/UX and responsive design

Users may access a product through:

Desktop computers
Laptops
Tablets
Mobile phones
Large monitors

A responsive interface adapts to available screen space.

This may involve changing:

Column layouts
Navigation
Font sizes
Spacing
Form structure
Table presentation
Image size
Button width

Mobile design should not be treated as a smaller copy of the desktop screen.

The designer should consider the user’s context, available space and touch interaction.

What is usability testing?

Usability testing involves observing people as they try to complete tasks using a design or product.

A test participant might be asked to:

Create an account
Find a service
Complete checkout
Upload a document
Change a subscription
Contact support

The design team observes where the participant:

Hesitates
Becomes confused
Makes mistakes
Misses information
Abandons the task

The aim is to test the product, not the person.

When should usability testing happen?

Testing can happen:

During wireframing
During prototyping
Before development
During development
After launch
Following major changes

Testing earlier can prevent expensive development changes later.

Testing after launch can reveal how the product performs with real customers.

UI/UX process for a business project

A professional UI/UX project may follow eight stages.

1. Discovery

The designer learns about:

Business objectives
Audience
Product
Competitors
Technology
Current issues

2. Research

The team gathers evidence from:

Users
Analytics
Customer support
Stakeholders
Competitor products

3. User journeys and structure

The designer maps important tasks and organises the product’s information.

4. Wireframing

Simplified screens are created to establish hierarchy and functionality.

5. Visual design

The brand and interface styles are applied to the approved structure.

6. Prototyping

Screens are connected to demonstrate interactions and flows.

7. Testing

Users and stakeholders test the proposed experience.

8. Development handover and review

The final designs, components and behaviours are provided to developers.

The designer may also review the developed product to identify differences from the approved design.

UI/UX process at a glance

Stage	Purpose	Typical output
Discovery	Understand the business	Project goals
Research	Understand users	Findings and insights
Structure	Plan journeys	User flows and sitemap
Wireframes	Plan screens	Low-detail layouts
UI design	Apply the visual system	Detailed screens
Prototype	Demonstrate behaviour	Clickable experience
Testing	Identify usability problems	Test findings
Handover	Support development	Specifications and assets

What should businesses prepare before a UI/UX project?

A project moves more efficiently when the business can provide clear information.

Useful materials include:

Business objectives
Target users
Customer feedback
Website or app analytics
Current pain points
Competitor examples
Brand guidelines
Required features
Technical limitations
Existing product access
Support enquiries
Project deadlines
Budget range

Businesses should also identify the main actions users need to complete.

For example:

Request a quote
Purchase a product
Complete onboarding
Upload a file
Book an appointment
Use a core feature

Clear objectives help the designer focus on meaningful improvements rather than making visual changes without a wider purpose.

UI/UX project preparation checklist

Before starting, prepare:

Product goal
Target audience
Key user tasks
Current problems
Existing data
Customer feedback
Required features
Technical platform
Brand assets
Competitor references
Internal stakeholders
Approval process
Budget
Timeline

Does UI/UX improve SEO?

UI and UX can indirectly support search performance.

Search optimisation still depends on areas such as:

Relevant content
Crawlable pages
Metadata
Internal linking
Technical performance
Authority

However, UI and UX can improve:

Mobile usability
Page structure
Readability
Navigation
Accessibility
Loading behaviour
Engagement
Conversion after the search visit

A page that ranks well but provides a confusing experience may fail to turn visitors into customers.

UI/UX and AI chatbots

An AI chatbot is also a user interface.

Its design should consider:

Chat launcher placement
Opening message
Suggested questions
Input controls
Message readability
Human handover
Error states
Mobile layouts
Accessibility
Data collection

Nertia’s AI Chatbot Maker allows businesses to customise the chatbot’s appearance, knowledge and customer journey.

The chatbot should feel like part of the website rather than an unrelated widget.

Is UI/UX being replaced by AI?

AI is changing UI and UX design, but it is unlikely to replace the complete design process.

AI tools can already help designers:

Generate layout ideas
Create draft copy
Suggest colour systems
Produce images
Summarise research
Create wireframes
Build component variations
Generate prototypes
Analyse feedback
Produce code

These capabilities can accelerate production and reduce repetitive work.

However, AI does not automatically understand:

The full business context
Customer motivations
Internal constraints
Brand positioning
Ethical risks
Technical limitations
Accessibility requirements
Commercial priorities

A generated interface may look professional while solving the wrong problem.

What will AI change about UI/UX roles?

Designers may spend less time manually creating basic layouts and more time:

Directing AI tools
Reviewing outputs
Researching users
Defining strategy
Testing experiences
Managing design systems
Solving complex journeys
Working with developers
Making ethical decisions

AI is more likely to become a standard tool within the design process than a complete replacement for professional designers.

AI-generated design vs human-led design

AI-generated design	Human-led design
Fast initial output	Deeper understanding of context
Produces many variations	Prioritises the right problem
Useful for repetitive tasks	Interprets research and behaviour
Can generate generic layouts	Can create distinctive experiences
Requires review	Provides judgement and accountability
May overlook accessibility	Can design around diverse needs
Depends on prompts and training	Can question the original brief

The strongest approach usually combines AI efficiency with human judgement.

How AI is changing UI/UX platforms

Modern design platforms increasingly use AI to assist with:

Wireframe generation
Layout creation
Content generation
Image production
Component suggestions
Translation
Prototype creation
Design-system management
Developer handover

AI can help teams move beyond a blank canvas more quickly.

However, generated outputs should still be reviewed for consistency, accessibility and usability.

How to choose a UI/UX designer

When choosing a UI/UX designer or agency, look beyond the appearance of the portfolio.

A visually polished portfolio does not automatically demonstrate strong research or problem solving.

Ask how the designer approaches:

Discovery
User research
User journeys
Wireframes
Accessibility
Responsive design
Prototyping
Testing
Developer handover

Review relevant experience

Designing a marketing website is different from designing:

A SaaS dashboard
Mobile application
Ecommerce checkout
Booking system
Customer portal
Internal business platform

Review whether the designer understands products with similar users and complexity.

Ask for the thinking behind the work

A strong case study should explain:

The original problem
The target user
Research findings
Design decisions
Challenges
Testing
Results

A final screen alone does not show whether the designer solved the right problem.

Confirm the deliverables

Ask whether the project includes:

Research
User flows
Wireframes
Desktop designs
Mobile designs
Prototype
Design system
Developer handover
Testing
Post-development review

Questions to ask a UI/UX designer

What does your design process involve?
How do you understand the target audience?
What research is included?
Will you create user flows?
Are wireframes included?
Will the designs be responsive?
Which screen sizes are included?
Will you create an interactive prototype?
How is accessibility considered?
Do you conduct usability testing?
How are designs handed to developers?
Is a design system included?
How many revision stages are included?
What happens after development begins?
Can you review the completed product?

Warning signs when choosing a designer

Be cautious when a designer:

Begins detailed UI without understanding users
Cannot explain the design decisions
Focuses entirely on visual trends
Ignores mobile layouts
Does not consider accessibility
Provides no clear scope
Does not define revision stages
Cannot explain developer handover
Uses the same interface style for every client
Promises improved conversions without measurement

UI/UX agency vs freelancer vs in-house designer

Option	Main benefit	Main consideration
Freelancer	Direct contact and specialist support	Capacity may be limited
Agency	Wider range of skills	Higher project cost
In-house designer	Continuous product knowledge	Recruitment and salary commitment
Hybrid approach	Internal knowledge with external specialists	Requires clear coordination

The right option depends on:

Project size
Complexity
Budget
Timeline
Ongoing design needs
Internal resources

How much does UI/UX design cost?

UI/UX pricing depends on:

Number of pages or screens
Research requirements
Product complexity
Number of user types
Responsive versions
Prototype detail
Design system requirements
Usability testing
Workshop requirements
Developer support

A small website-design project will usually cost less than designing a complete SaaS platform with several roles and complex workflows.

Common UI/UX pricing approaches

Pricing model	How it works	Best suited to
Fixed project fee	Agreed scope and price	Clearly defined projects
Day rate	Charged according to time	Flexible work
Sprint	Fixed design period	Focused product problems
Monthly retainer	Ongoing design support	Continuous improvement
Embedded designer	Designer joins the product team	Growing digital products

How do you measure UI/UX success?

Useful measures depend on the product’s goals.

Potential metrics include:

Conversion rate
Task completion
Checkout completion
Onboarding completion
Time required to complete a task
Error rate
Support requests
Customer satisfaction
Product adoption
Feature usage
Customer retention
Form abandonment

Visual preference alone is not enough to measure whether the experience works.

Create a clearer digital experience

UI and UX influence how people understand, trust and use a digital product.

UI controls the visual and interactive elements.

UX shapes the complete journey.

Both are needed to create websites and applications that feel professional, clear and easy to use.

Strong UI/UX design can help your business:

Reduce customer frustration
Improve conversions
Increase product adoption
Lower support demand
Improve accessibility
Create more consistent digital experiences

Nertia provides UI/UX and website design services for businesses creating or improving websites, SaaS platforms, dashboards and digital customer journeys.

Our process can include:

Discovery
User journeys
Wireframes
Responsive interface design
Interactive prototypes
Design systems
Developer-ready handover
Website development

Explore Nertia’s Website Design and Development service

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