THE ROLES OF PRODUCT DESIGN

UX, UI, & WHY THEY MATTER

WRITING SAMPLE

In the world of Product Design, the terms user experience (UX) and user interface (UI) often surface in discussions. While they may sound subtly similar and are deeply entwined, they encompass and address unique aspects of the product development lifecycle. It is common for Product and UX Design, or UX and UI, to be used interchangeably – even misunderstood or misused. In this Product Chat, we will clarify these terms, outline their roles, explore how they relate to each other, and emphasize their significance to us here at Arete. 

WHAT IS PRODUCT DESIGN?

Digital product design can comprise everything from initial phases of business strategy, user research and testing, the execution of visual design, through product deployment. Our Product Design team here at Arete collaborates closely with product management, engineering, and teams that directly engage with customer experience.  

As product folks at Arete, we are dedicated to understanding user needs, defining how a product functions, and improving our products to be intuitive, accessible, and easy to use. Our focus is on aligning these efforts with the objectives of our internal stakeholders and external clients. Check out December’s Product Caht to learn more about why prioritizing user experience is crucial in delivering optimal value to clients and users at Arete. 

KEY ELEMENTS OF PRODUCT DESIGN:

In Martin Tutko’s article, he outlines and depicts four prevalent components that should be addressed during the product development process: 

  1. VALUE OF THE PRODUCT (whether customers will buy it, or users will choose to use it) 

  2. VIABILITY OF THE PRODUCT (whether this solution also works for the various aspects of our business) 

  3. USABILITY OF THE PRODUCT (whether users can figure out how to use it) 

  4. FEASABILITY OF THE PRODUCT(whether engineers can build what we need with the time, skills, and technology we have)

WHAT IS USER-EXPERIENCE (UX)? 

UX involves creating a comprehensive and enjoyable experience that meets the user's needs. This includes how it feels to use, its ease of use, and the satisfaction a user gets from the interaction. While the concept of UX has emerged in association with digital products, it exceeds its relevance beyond digital products. User experience encompasses every facet of a user's interaction with a company, its services, and products. Consider how both internal and external users experience Arete’s tools and applications through the lifecycle of an IR engagement and beyond when they become an MDR or MSS customer.

(Source: Recreation of Martin Tutko’s Product Design diagram – UX Design vs Product Design, What’s the Difference and Why it Matters)  

KEY ELEMENTS OF UX:

  • User research to identify goals, needs, user behaviors, pain points, and opportunities 

  • Create user personas and journey mapping to understand user motivations

  • Conduct user testing to validate design choices and surface potential issues

WHAT IS USER-INTERFACE (UI)?

UI comprises the elements users engage with such as colors, typography, buttons, and icons. Successful user interfaces not only leverage the strengths of visual aesthetics, but they can also extend their effectiveness to include voice and gesture-based interactions. Think of Microsoft Teams and how their use of color, gestures, icons, and minimalistic approach that is both functional and accessible plays a role in the user experience of our internal teams here at Arete. 

 KEY ELEMENTS OF UI:  

  • Design interactive elements and navigation components to facilitate user-movement 

  • Define design systems and consistency throughout product to promote predictability  

  • Establish a hierarchy to visually guide users based on their needs  

  • Promotes responsiveness throughout and accessible design  

Now that we have outlined the definitions and key elements of Product Design, UX, and UI in digestible bits, let us revisit how they relate to each other.

Product design serves as a comprehensive framework for the entire product creation process, considering both user and business needs. UX design focuses on the overall experience, extending beyond the product itself, while UI design addresses the visual and interactive aspects of the product interface. 

To conclude, these three disciplines work collaboratively and iteratively through the design process to create and refine products that offer positive experiences, meet user needs, and align with business objectives. Research-driven product development establishes clear objectives, uncovers opportunities, enhances product relevance, fosters agile innovation, and builds trust with our clients. This ensures Arete’s adaptability and resilience in the dynamic cybersecurity market, directly impacting our success in delivering software as a service. 

(Source: Recreation of Maximilian Speicher’s diagrammatic interpretation of how UX, digital product design, and UI relate to each other (based on Paul DeVay’s visualization)).