In a nutshell, no matter what the product is, its ultimate goal is to help its users solve particular problems. That is why it’s essential to keep user experience in mind during the product design process. There are certain principles that UX designers should follow, and that helps them shape the better experience for the end-user.

Now, if you are a company that is planning to develop and launch a product or service, but you don’t have a UX department, you can always hire one of the UX design agencies. There are real professionals out there that make their living off of creating fantastic user experience designs for customers coming from various market niches with diverse requirements and needs.

Principle #1. Making End-Users Overthink Makes Them Leave

Your customers will want to use your product or service because they believe it would help them solve their problems. Usually, they will read a description of your digital solution and then will sign up for a free trial (or just a trial if there’s no premium version). It often happens that users find out that they should first invest some time entirely into getting acquainted with a site or mobile app up to the point of requesting customer support assistance. Overcomplicated solutions frequently see their users leaving for some more straightforward options.

Therefore, when you discuss your project with UI/UX designers, make sure to emphasize that you want to provide your customers with a digital solution that wouldn’t require them to spend a lot of time learning how to use it. It has to do with the product’s information architecture and user behavior understanding. If your product or service remains quite complicated, you may think of adding more tutorials and hints to help the end-user find their way through your digital product as effortless as possible.

Principle #2. Your Product Is More Than Just Its Visual Appearance

Most of the time, when designing a digital product, such as a website, the first thing designers focus on is its appearance. The design process begins typically with defining a color palette, layout, and typography, among other things, but user experience and usability often remain unnoticed until later stages. Without a doubt, visual representation is what makes the first impression. Still, it’s unreasonable to expect a significant impact on your client conversion or sales if your product is nothing but a pretty cover. Your digital solution has to provide the end-user with outstanding experience to keep them engaged and interested in your offers.

Let’s take a look at Instagram, for example. This mobile app has an appealing and straightforward user interface that takes users to daily images and posts almost instantly. Users can add a caption, filter, or make short videos and enjoy tons of other embedded features. But, you can’t add a clickable link to the images you post through it. And while Instagram is becoming an increasingly popular marketing tool for the last few years, the lack of this feature pushes some marketing specialists away. You can go to the poster’s Instagram profile after seeing an interesting image – let’s say, a picture captioned “Amazing travel tips” – and only there you can find a link to their blog or site and then find the article or blog post you need. While this is an exaggerated example of a pretty cover/weak usability case, because Instagram still brings tons of excellent features, it certainly shows how it can be improved and what it lacks in terms of user experience.

Principle #3. Engage Your Users in the Design Process

While you may hire the top #1 UX design agency, you should remember that your users are the ones who know your product best. The thing is that they are the ones who get to use it often enough to discover a bug or flaw much quicker than your developers. The situation with the design is quite similar since the end-user is capable of pointing out design problems before you get any improvement suggestions from the design team.

The easiest way to involve users in the process is to ask them to take surveys. You will only get limited information, such as how many users like the user interface, but will not get any understanding about why they like it. If you add the “why” into a survey, it will significantly reduce the response rate since people don’t like spending too much time on such things.

To solve this issue, you may add focus groups into the mix. This way, surveys will be the first channel of getting quick feedback, while focus groups will be supplying you with more in-depth insights. You may ask users more profound questions during the focus group sessions, which will help you get a better understanding of what’s wrong and how to fix it. It can be carried out during the user testing stage, so you will still have the UX agency at your side to help you take care of design matters before the launch of the product.


In the modern, highly competitive business environment, it’s crucial to provide users with a fantastic experience in your digital solutions. Developing products with an impeccable UI/UX design is quite a task, hence the need for a UX design agency’s assistance. It’s not easy to meet each of your customer’s needs, especially when the market overflows with alternatives, but the principles described above should help you get on the right track.

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