UX/UI design

It's not possible to improve user experience without first thoroughly studying the users of the product and their needs. To start things off, we analyze all the data we can put our hands on, such as: web statistics (Google Analytics), user reviews and comments posted to social networks, and customer support cases. The analysis allows us to identify expectations, demands and problems that can arise while interacting with the product. If the product is still in its development phase, we analyze similar products from competitors instead.

Depending on the project, to describe the existing user experience formally, we use user experience maps, user task maps or user journey maps if interaction with the product involves several interaction channels. While creating these documents, we pay close attention to the following details: which actions take the most time for the users to complete, which actions are most often repeated, whether any particular periods of user activity lasted too long. This information can then be used to determine if any actions can be simplified or automated.

Additionally, we create metrics that allow us to track the improvement of the user experience. For example, in the case of social networks, one of the most important indicators of user experience is user engagement i.e. the time spent interacting with the product and the number of activities (likes, reposts, comments, etc.) per unit of time. While in other cases, in an app for ordering taxis, for example, other metrics may in fact be more important (e.g. the average taxi wait time, the rate of cancellation for orders already confirmed by drivers, the accuracy of trip cost and trip duration estimation).

If the project involves the development of a new product, then this phase begins with the creation of the information architecture design: we draft a document with a description of entities and services related to the future product and perform card sorting to compose the menu structure.

Then, taking into account user expectations, demands and barriers identified in previous stages, as well as the user experience map, we begin designing interfaces and their associated graphic design.

The phase in UX/UI design that requires the most creativity is that of increasing user satisfaction. The content of this phase can vary considerably from project to project, but the most common steps are:
— product personalization (additional features and settings that do not directly relate to functionality but allow the user to customize the product according to match their personal preferences, such as color themes, background images, sound themes, etc.);
— increasing product value (including in the interface an elaboration on the value of each operation and the product as a whole, adding new features while minimizing user effort);
— improving the accessibility of the product for users with disabilities;
— detailing the onboarding process (which serves to help users get acquainted with the product); — improving user engagement in the product.

To assess improvements in the user experience, we analyze metrics that were set in the second phase of the UX/UI design process. Depending on the product and available budget, this can be done through in-depth user interviews, usability testing in our lab, and/or remote usability testing.

UX/UI design is not a one-shot procedure, but rather an approach that involves creating and then continuously improving a product over the product's lifetime. As in other lines of products, just when the new version of the product is released, the development of the next version begins immediately - be it an operating system, iPhone or SUV.