UX/UI Design & Iteration

Creating beautiful, useful, and impactful end-products that meet user needs

What is UX/UI Design & Iteration?

User experience (UX) and user interface (UI) design are the primary customer facing aspects of any product. User experience (UX) is about defining and designing the experience and interactions for your target users. User interface (UI) deals with visual elements of a product that delivers those experiences and interactions to create value for your end-users.

UX/UI Design is a highly iterative design process. Through design iterations, you can uncover key insights that allow you to improve the overall experience and product design while ensuring that it aligns with your business goals. Together, good UX and UI work to create a seamless user-centered design experience.

At Highland, we don't just design pretty interfaces. We continuously test and measure user feedback to determine what real users find accessible, useful, and solve for their pain points to reduce usability issues and develop products that truly meet their needs. Paying attention to all of this increases the likelihood of creating a product that meets the needs and wants of your customers, while also creating value for your organization.

How is UX/UI Design & Iteration Valuable?

Engaging User Experience

User Experience (UX) is the overall experience of your users with your product or service. It’s about making sure that their needs are met, so they can have a positive experience when using it. Through the UX design process you’ll uncover how to:

  • Enhance usability, making users feel comfortable using your product and more likely to continue use

  • Create a research-backed user experience design that is informed by your business needs and the needs of targeted user personas

  • Create workflows that let users easily navigate your product with little effort

Interfaces that Connect with Customers

User Interface design is often what gives users the first impression of your product. By designing, prototyping and usability testing thoughtful UI, you can develop products that:

  • Deliver key functionality that is also accessible, aesthetically appealing, and easy for users to adopt

  • Present your content with an information architecture that is understandable, organized, and meaningful

  • Keep users interested and improve customer engagement through interfaces that work well across desktop & mobile contexts

Learn from an Iterative Approach

Iterative cycles are an important part of the design process because they allow you to test ideas, get feedback from users and other stakeholders, then make critical improvements or pivots based on what you've learned. This process can involve:

  • Building wireframes, low-fidelity & high-fidelity mockups, and rapid prototyping before the development process begins

  • Conducting user testing to identify problems and pain points before and during product development, and selectively redesign to better fit user needs

  • Continuously learning via user research to stimulate ideation, inform the product strategy & lifecycle, determine the most valuable features & deliverables, and move performance metrics

How we do it

All of our UX/UI methods relate to whether or not the user's context is accessible to us and the length of the behavior that we are interested in learning about–short or prolonged.

UX/UI Design & Iteration requires cyclical understanding of user behavior, pain points, and desires as they experience the emerging solution. At different parts of the process, we are curious to learn about different things: ranging from in-depth, qualitative conversations about a specific pain point all the way to quantitative analysis of a specific user action.

"We wouldn’t be achieving our business goals without Highland. Everyone on their team was very clear on what we set out to do. We worked with an incredibly high-caliber group."

- Jill Cole Mesaros, Director of Membership at Thrivent Financial

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