UX Is More Than Just UI—It’s About Understanding Users
When people hear User Experience (UX), they often think about beautiful UI designs, smooth animations, or intuitive navigation in an app. But UX is much more than just the interface—it’s about the entire journey a user takes when interacting with a product, whether digital or physical. Every click, every transition, and every decision impacts the user’s experience. And crafting a seamless journey is far more complex than it seems.
The Complexity of Clicks: When Less Is More, and When More Is Better
One of the biggest misconceptions in UX design is that fewer clicks always mean a better experience. That’s not true. Sometimes, reducing the number of clicks makes an interface overwhelming, while other times, adding more steps improves clarity and decision-making.
For example, a payment process in an e-commerce app—should we ask users to fill in all details on a single screen, or break it down into multiple steps? The answer isn’t straightforward. A single-step checkout may feel faster, but a multi-step process with clear progress indicators can improve user confidence. This balance between efficiency and clarity is where UX expertise truly shines.
Understanding Users: The Role of VOC (Voice of Customer)
One of the core principles of UX design is understanding the Voice of the Customer (VOC). What do users expect? What are their pain points? What features do they truly need? Designing without listening to users leads to solutions that look good but don’t solve real problems.
A great UX designer actively collects and analyzes user feedback through surveys, interviews, usability testing, and data analytics. The best products aren’t the ones with the most features but those that solve real problems in the simplest way possible. Listening to VOC ensures we build what users need, not what we assume they want.
The Danger of Bias in UX Design
As designers, we often think we know what’s best for the user. But our personal preferences and assumptions can lead to biased decisions. Confirmation bias (believing what we already assume), anchoring bias (focusing too much on one detail), and familiarity bias (assuming everyone thinks like us) can all lead to poor UX choices.
For example, if a designer prefers dark mode, they might assume everyone does and make it the default without user testing. But data might show that the majority of users prefer light mode for readability. Good UX design is driven by data, not personal opinions.
Need vs. Want: Designing for True User Goals
Users often say they want one thing, but what they actually need is something else. Understanding the difference between a ‘want’ and a ‘need’ is crucial in UX design.
For example, users might say they want more filters in a search feature. But their actual problem might be finding relevant results quickly. Instead of adding more filters, a better solution could be improving search algorithms and recommendations.
Great UX designers don’t just listen—they analyze and interpret user behavior. The best solutions often come from observing users, identifying patterns, and addressing pain points they might not even recognize themselves.
Even Experts Make Mistakes—And That’s Okay
I’ve been designing user experiences for years, yet I still make mistakes. And that’s the beauty of UX—it’s a continuous learning process. No matter how much experience we have, we must always test, iterate, and improve.
The key takeaway? Never assume. Always validate. UX is a dynamic field, and what works today might not work tomorrow. The best designers stay curious, open-minded, and willing to adapt.
Final Thoughts
UX isn’t just about reducing clicks or making an app look good. It’s about understanding users, avoiding bias, distinguishing between needs and wants, and continuously improving based on data.
If you’re a designer, remember: question your assumptions, listen to your users, and embrace mistakes as part of the process. That’s how we create experiences that truly make a difference.
REF: AMIMO