A user interface, in short UI, is the user interface through which users interact with a website, an app, a piece of software or another digital product.
The UI comprises all the visible and interactive elements of a product, for example:
- Buttons and menus
- Input fields and forms
- Icons and navigation elements
- Colours and fonts
- Images and animations
- Page layout and spacing
- Error messages and notes
The aim of good UI design is to make the user interface as clear, understandable and efficient as possible. Users should be able to quickly identify which functions are available and how to achieve their desired goal.
Key features of a successful user interface are:
| Characteristic | Meaning |
| Clarity | The content and features are easy to understand. |
| Consistency | Identical elements function in a similar way throughout the product. |
| Clarity | Important information is easy to spot. |
| Accessibility | The product can be used by as many users as possible. |
| Responsiveness | The interface works on a range of devices and screen sizes. |
| Feedback | Users receive feedback on their inputs and actions. |
A good UI can help start-ups to:
- to make their product easier to use
- to increase user satisfaction
- To reduce drop-offs during the registration or purchase process
- to improve the conversion rate
- Building trust in the product
- To reduce the number of support enquiries
- Retaining users in the long term
UI and user experience – or UX for short – are often mentioned in the same breath, but they describe different areas:
| UI | UX |
| Design of the visible user interface | the overall user experience of a product |
| Focus on layout, colours and controls | Focus on processes, needs and satisfaction |
| determines the product’s appearance and how it is operated | determines how practical and pleasant it is to use |
A visually appealing user interface does not automatically result in a good user experience. Workflows, loading times, clarity and the actual usefulness of the product also influence the user experience.
Common mistakes in UI design include:
- too many elements on a surface
- confusing navigation
- inconsistent design
- texts that are difficult to read
- lack of feedback following an action
- poor display on mobile devices
- colours or controls that are not accessible
Start-ups should test their user interface with real users at an early stage. Observations, interviews, prototype testing and usage data reveal where difficulties arise and which elements need improving.
innoWerft helps founders to view digital products from the target audience’s perspective, to interpret user feedback, and to gradually refine the product, business model and customer experience.