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Usability can improve the customer’s experience

Do your customers flock to your site or bounce right off? Do your users easily navigate action steps or get stuck in your sales funnel?

A positive first impression sets you up for continued customer interaction. Unfortunately, 85% of online customers are unlikely to return to an e-commerce site after a bad experience. [1] And, 75% of website credibility judgments are based on design aesthetics. [2]

Smart and sleek UX (User Experience Design) and UI (User Interface Design) can make the difference between a smile or a frown. And while these “U’s” sound similar—they have distinct, yet related, purposes. Think of UX as what your users actually do and UI as the visual design of a website, product or service.

Here’s a simplistic analogy:

UX can be described as making a cake. The recipe that must be made and the sequential steps that ensure a perfectly moist dessert is removed from the oven.

UI can be described as adding the icing or decoration and the display of said cake. The tools needed to cut the cake or eat the cake might also come into play.

While both have the customer at the center of their purposes, their emphases are unique. Yet, both contribute greatly to the satisfaction of the user—and determine whether the cake will be eaten or disregarded.

Usability can improve the customer’s experience

Tools for seamless customer experiences

Flawless experiences require understanding your customers’ perspectives. What struggles do they encounter? How do they view their interactions with your team or business? At Blue Door Consulting, we use a wide array of tools to help improve your customers’ experiences.

Market research

Solid quantitative and qualitative data provide key insights to your industry landscape and customer trends. Research reveals data that’s needed to choose the right combination of UX and UI tools for a stronger customer experience.

Persona development

Integrate customer perspectives into all new initiatives by identifying, segmenting and visualizing key customer profiles. This tool helps personalize all UX efforts to audience needs and behaviors.

Empathy mapping

Do you know how your customers feel about your product, service or experience? Understanding their point of view using empathy maps gives your team insight into how audience members might respond to process/product changes and enhancements.

Journey mapping

Create a shared understanding of the expected versus actual customer experience. When your entire team can visualize the step-by-step journey a customer takes, process improvements can be made and personalization can be added for targeting specific customer audiences.

Service design

Considering adding a new service or product offering? How will the offering look, feel and sound? Together with your team, we’ll use human-centered design principals and customer and market insights to ensure customer needs are met with a usable interface and pleasurable experience.

Website, application and interface design

Design and build of digital interfaces like websites, applications and other online tools are a perfect example of UX and UI working together. Before the aesthetic design begins, our UX team maps out the structural design needs using information architecture (the navigation and framework of your site). Other UX tools like market research, data mining insights, social media listening, empathy mapping and personas may be used to determine what information users need and where best to serve that content. With information architecture in place, the UI team will create the branded “look” to set the finished product apart.


UX, UI designers and the entire project team can benefit from wireframes or page “blueprints.” Wireframes draw on the information architecture to provide a visual skeleton of each page or screen within a digital initiative.


Curious about the potential success of a new concept? Using prototyping, we can test early-stage products, services and even interfaces to gauge user reception and refine the finished product.


Whether testing the color of a button on a website or the influence of a subject line when opening an email, testing is a critical tool in our UX/UI arsenal. Performing usability, A/B or multivariate testing are just a few methods to help determine the enhancements that should be made and ensure they are effective.

Content marketing

Address customer needs by serving up strategic content that answers their questions at the time they need it and makes your company a go-to resource.

Graphic design

Impactful interfaces, no matter what channel, require clear design with engaging aesthetics focused on driving action.


Your brand is more than your logo and tagline. It’s your identity and everything that sets you apart from competitors. UX tools like market research, empathy maps and more can help reveal your true brand. Our UI designers crystallize the essence of your brand in a visual signature.

Make your customized experience come to life

  • Listen and learn – What is happening with the user experience now? Would updated interface design address any issues, or are there deeper user experience problems? For example, was the experience designed for the wrong personas? Does the actual journey not match the expected journey?
  • Plan – Use the assessment and customer data to identify potential tools and solutions. Develop a plan to address the issue, based on the assessment.
  • Act – Implement the plan, and record observations of both customer feedback and action. Both the expected and unexpected outcomes can yield valuable insights.

In true design thinking fashion (where iteration and continuous improvement are valued), we encourage you to repeat the process again and again – listening and learning from users to ensure that your next steps will keep you on track to make your vision a reality.

UX and UI in action

Both UX and UI are really essential to our team’s DNA. Whether we’re working with the financial sector to redesign customer interfaces for greater ease in managing retirement funds or building personas for a global health awareness campaign to speak directly to key audiences, our approach always goes back to improving client experiences. From building sales apps that simplify on-the-go client presentations to helping public education organizations re-think how best to talk about their services, you’ll always have a collaborative team of UX and UI designers committed to welcoming what’s next for your customers.

UX and UI in action

[1] “13 Mind-blowing Statistics on User Experience – Startups, Wanderlust, and Life Hacking.” Medium. N.p., 02 Sept. 2015. Web. 02 Jan. 2016.

[2] ibid