UX UI design
UX UI design

UX UI design has begun to play an increasingly important role in marketing campaigns. In fact, it has been proven that companies can no longer limit themselves to having a quality product or service, they must go further and pay special attention to the user experience in each of the stages of the purchase process.

We have created this article with the idea of ​​helping you to apply these concepts in the correct and most efficient way. Along these lines we review both concepts (UX and UI) and their differences. We also do an analysis of the influence they have on your digital marketing efforts .

What does UI design mean?

People often confuse the terms UX UI design. While both play a key role in the web and app design industry , each focuses on a particular area.

In the case of UI design, or User Interface Design, it refers to the design of the user interface. That is, the graphic design of an application or website and the different elements that make it up: buttons, images, forms, etc. In other words, UI design is responsible for ensuring that the website or application has an attractive appearance, is in line with the brand and stands out from the competition.

Now, a good UI designer is aware that people’s interests, preferences and tastes are constantly evolving. Hence, it must keep up with trends and thus be able to create much more attractive and modern pages and applications.

For your part, you must make sure that when working on the interface of your website or application, the designer takes into consideration some of those “must have” of the moment. Today, this is what is being used the most in UI design topics:

dark themes

The demand for darker themes in software designs increased dramatically in 2020 and is expected to continue to do so by 2022.

But what does this answer? The answer is simple.

More and more people are working from laptops at night, as well as those who turn to their mobile to send important messages. Dark themes help soften the light on your eyes, making the experience that much more enjoyable.

With some major systems like Mac OS and Android offering these themes as standard on their newer devices, this trend is becoming more of the norm and less of an exception.


Nowadays, it is much more attractive for the audience that the contents have illustrations. Not only does it make it easier to digest, but it serves to attract the attention of visitors.

However, before you start adding illustrations everywhere, it is important that you stop to think carefully about the content you are going to offer and which illustration is the best fit.

While you can opt for the standard icons or images that come with stock photo packages, keep in mind that this is no longer enough to attract visitors to your website.

Think about what happens in your brain when you visit a web page: do you find a page loaded with stock photos more attractive? Or do you prefer one with illustrations or drawings that have a direct relationship with the content?

Big, bold fonts

The last trend we want to dwell on is the use of large, bold letters. This helps ensure a clear contrast between titles and the rest of the content.

You can apply it however you want as it helps you create a playful and fresh design.

The important thing here is that the messages are short and direct. Think that your visitors should be able to read it at a glance without having to scroll to see it in full.

What does UX design mean?

In this case, UX design is directly related to the user experience on a website or application. Whether it is a good or bad experience depends entirely on the design that has been implemented.

For a moment, pause and think about your website… Is it clearly identified how a visitor gets from one page to another? Are there clear references?

When a page isn’t clear, doesn’t work properly, or navigation is inaccurate, it can have a negative impact on the user experience.

To improve the user experience, it is important that each visitor understands the design and is invited to continue clicking.

In other words, UX design refers to how difficult or easy it is for users to interact with UI design elements that have been placed on an application or website. A

Today, we see that there are some UX design trends, among them it seems relevant to mention:

UX Research

Research is key. This will allow you to understand what your target audience considers easy to use and what is not. Blind work is a thing of the past and if you keep doing it, you will be far from achieving a page that retains its visitors.

This trend is very popular within the UX community. In fact, we see that several meetings are organized every month on topics related to research. A quick Google search will help you find the events closest to your location, or the most popular online.

Less is more

Has it happened to you that when discussing how to improve your website or application, the suggestion is always to add something? This often results in very long web pages that are meaningless and therefore not user friendly.

Today the trend is “less is more”.

Try to focus on optimizing existing content instead of adding new. Logically, this goes hand in hand with UX research that allows you to understand the main interests of your audience and, based on this, you can optimize the site.

Voice search

By now it shouldn’t surprise you that voice search is trending. In 2021, more than 27% of searches were made by voice, especially those made from mobile devices.

It is logical then that your company begins to experiment with this element, a fact that possibly gives you an advantage over your competition.

UX in online and offline environments

UX design has been as important in digital environments as those in the offline world, since it is about how the customer feels after an interaction with your company, products or brand.

In fact, it is proven that if the design of the store or the website captures the attention of the visitors, they are more likely to complete the purchase or subscription.

Although UX design goes beyond external factors, such as technological changes, in which the company has no decision or ability to influence, it is also true that it is absolutely related to the way in which your organization responds to the feelings of its users. customers.

Improve online user experience

One of the best ways to adjust the UX design of your website or app is by regularly asking your visitors for feedback. Ask them for feedback and emphasize what you can improve. Only then can you measure their response to your digital media.

In addition, you can use A/B testing and heat maps to find out which parts of your website or app design attract your visitors the most. Each of these means will help you understand which of the elements is the one that attracts the most attention.

Keep in mind that the experience of your users online will improve as your website works perfectly. For example, if a visitor clicks on a link that takes them to a 404 page, it is very likely that they will leave your website. For this reason, you should make sure to test, review and monitor your website on an ongoing basis.

UX design is about removing bugs before they are discovered by the customer. That is why it is necessary to carry out all possible tests.

Improve the UX in the offline

In addition to online UX design, your company must also know how to respond to customer expectations and satisfaction in the real world. In this case, offline UX design consists of knowing how to offer a quality service.

To do this, you must dedicate yourself to defining actions that allow you to support and help the customer in each of the stages of the purchase process.

A good example of this is the Ikea web store , which not only sells products for the home, but goes further and offers its customers the option of helping them choose and install the products they decide to buy.

Influence of UX design in digital marketing

It is very common to see that, when designing a digital marketing strategy, professionals focus on achieving the objectives set. Thus forgetting the attention and actions necessary to have a good UX design.

Serious mistake. Well, as we said before, if the user experience is not good, the campaign could be a failure. At the end of the day, user experience (UX) design is about the interaction and experience each visitor has with your brand, product, or service.

If we understand that a digital marketing strategy usually includes the use of different channels to generate more customers, increase the retention rate, or even promote a new product, then it is logical to assume that the user experience plays a key role.

On the other hand, if you look at the online aspect of UX, it can positively influence your SEO efforts. The reason for this is very simple. If someone visits your website and isn’t sure what to do or isn’t happy with the experience, they’re likely to leave your site quickly. This increases your bounce rate and has a direct impact on how search engines evaluate you to position you in their results.

To make the user experience positive, you must constantly optimize your website. What do visitors want to see? Where and when do they go? What do they seek? To answer these questions, customer reviews are very important. Various tools can be used to track the traffic and bounce rate and the steps a visitor takes on your website.

Also, UX design plays an increasingly important role for search engines. Google crawls web pages and pays attention to the user experience. Are the internal links logical and do they offer added value? Does the content scroll when the page loads? Are elements used to guide the visitor through the website? These are all factors that are becoming more and more relevant to the different search engines.

A good UX also helps you guarantee more conversions , as it is designed so that you can provide the right information at the right time. This is done by placing a call to action in an appropriate and logical place. In addition, clearly, it is the logical layout of your website, the quality of the information and the ability to arouse curiosity so that they click. This is possible only if you include buttons, internal links, images, etc.

In this same sense, it is worth noting that different studies show that 79% of visitors will go to another website if the first one does not meet their expectations. Therefore, the landing page you promote must be able to exceed customer expectations. You can do this by providing visitors with valuable information that answers their questions and meets their needs.

Finally, a fundamental point of UX design is the optimization of mobile sites. If your website is not optimized, it can lead to low conversion rates, a high bounce rate, damage to brand image, and a lower position in search results.

Example of UX design in a digital campaign

As is logical, the vast majority of large companies resort to UX design. But today, we want to share the case of the business chat software publisher Slack. They have been able to use this resource to increase the level of commitment of their clients.

Slack, which reached the market in 2013, achieved only 24 thousand clients, was born as a chat service designed so that the employees of an organization can easily communicate with each other through personal and/or group chats. The software is available as an app for mobile phones and computers.

Slack was created with the intention of reducing the amount of email between employees and improving communication and collaboration between colleagues by giving them the ability to always be in touch.

Slack’s success is due in part to the app’s UX design. In addition to having a standard design, the user has the possibility of personalizing his workspace by changing colors, fonts, styles, profile picture, among other things.

In addition to the personal touch, the app always offers a series of positive and personal affirmations, such as “don’t forget to clean your desk and have a good day at work”. These details help create a pleasant user experience and that is what UX is all about.


A good digital marketing strategy goes beyond actions to attract people to your website. In fact, you should focus on making this space, or any place where your potential consumers interact with the brand, a place that provides them with relevant information, but also presents it in an interactive, strategic and pleasant way.