Interface design is the practice responsible for planning, developing and applying a solution with the aim of facilitating the user’s experience and stimulating their interaction with a physical or digital object.
Interface design plays a fundamental role in offering friendly and intuitive solutions to the end-user. It is not just today that we are surrounded by technology. Whether on the screen of computers or cell phones, the world is increasingly based on the interaction between men and machines.
But what does interface design really mean and what is its importance in the development of digital projects?
In this post, we will talk about everything about interface design, from its practical meaning, functions and professional performance.
Continue reading and answer your questions!
What is interface design?
Interface design is the resource that drives human interaction with a physical or virtual product. The interface varies from a toy, home appliance, to a smartphone application or a web page.
The interface designer’s job goes beyond understanding the user’s problem and needs. This type of design involves technical and aesthetic knowledge for the construction of functional tools.
In practice, the interface design concerns the visual part, usability, information architecture, navigation, screen transition. That is all the features that increase and improve the way the user deals with the product.
Everything must be built because of the satisfaction of the human element!
In this sense, the user experience, or User Experience (UX), should be the center of attention in the development of a product, service, or system. A good project, whether large or small, must go through a stage of anticipating the user’s thinking and needs.
The interface designer must constantly question himself. Your role is to assess whether the usability of the application is satisfactory and consistent with your audience.
How to measure the usability of an interface?
The evaluation of the user experience is not subjective or simply a matter of taste. The ISO 9241 standard describes the practice objectively and clearly.
According to the standard, to check the usability level of an interface, the following elements must be evaluated: effectiveness, efficiency, and satisfaction.
The first of them – effectiveness – implies that the task to be performed must be carried out correctly and completely. In other words, if the application or website performs the function it is intended to do when the user requests it.
The efficiency, in turn, relates to the resources used for the task to be performed. That is, from the money and time used to develop the functionality to the amount of memory it takes to run. Thus, for efficient design, certain functionalities must minimize the resources employed.
Finally, satisfaction concerns the comfort and ease that the user has when using the tool. Is the navigation intuitive? Are the features well displayed? Is each command well explained? Satisfaction is a guideline for thinking about these issues.
How to evaluate the interface design on the web?
On the web, the interface design of a solution can have its usability measured with performance indicators. There are several tools that can track user navigation data, such as time to perform a certain action, a path that has been used to reach a conversion, etc.
Google Analytics is a free tool that monitors all visitation data of a site. You can track user behavior by the operating system, browser, or device you’re using, among others. In this way, it is possible to understand the navigation difficulties and propose new solutions.
Another example of a monitoring tool used on the web is Crazy Egg. The system allows you to see the heat map of the site: where users are clicking, which part they are not viewing, etc.
An interesting collaboration in the analysis of interface design is that several tools, including those already mentioned, perform A / B tests.
Among some variations, an A / B test is done basically as follows:
Two equal interaction options are provided with only one point of differentiation, such as the positioning of a button.
The application displays interleaved users with each of the interactions until it reaches a representative volume of accesses. Thus, at the end of the trial period, the same number of users was impacted by the 2 types of interfaces. Thus, it is possible to compare more precisely the difference between navigation and which is the most effective, efficient, and satisfactory.\
What is interface design for?
A well-designed interface is primarily responsible for keeping a user browsing a website or application. It is also your goal to encourage and ensure the loyalty of this user. If well thought out, therefore, it has the power to make life easier and become a tool present in people’s lives.
Ignoring the importance of interface design can be the deciding factor in rejecting an application.
Simply put, what matters to the user is that the system is easy to use and that it fulfills the function for which it was created. When someone uses a banking application, for example, they expect it to carry out the main transactions, avoiding travel to the branch.
Therefore, the interface design has the purpose of helping to create something that is attractive, useful, and effective in solving your problems.
What is the role of interface design in a buying journey?
UX design has become a priority for companies that develop their activities in the digital environment. This is closely related to the way in which shopping journeys have developed lately.
The vast majority of purchase decisions go through the cogitation period, which often starts with internet searches. In this first moment, the business must sell itself to the user. An interesting navigation interface guarantees to communicate with the user without having to contact him directly.
A well-programmed interface design facilitates the search for information and products on the website and is responsible for the user’s path to purchase. In addition, the attractive layout makes a positive impression on the user, contributing to the online store’s credibility.
When opening an e-commerce site , the user needs to interact alone in the following steps: product search, technical product information, payment information, shipping and return policy, shopping cart, similar products, choose and enter a payment method, register, make the purchase.
Listing this way, it becomes even more evident how comprehensive and fundamental interface design is for the success of a virtual store.
After all, the difficulty in navigation is a factor that repels the user and, in addition, leaves him with a negative impression of the company. When leaving the page quickly due to a difficult experience, the user tends to access the websites of competing companies.
In addition, when users browse the page for a short time, they may impact the positioning of a website on Google. The search engine algorithm prioritizes results that have been useful and interesting to users, which is measured, among other factors, by the average length of stay of visitors on the page.
Mobile interface design
The company should also pay special attention to the usability of its systems on mobile devices. The use of the Internet by cell phone has grown exponentially, already surpassing that of computers. This directly impacts the demand for smartphone and tablet apps, as well as responsive or mobile websites.
Therefore, make sure that the company page is at least adaptable for mobile without prejudice to its functionality. Currently, technology allows investing in services and actions exclusively for mobile devices, making interactions more intuitive to users.
The use of touch and voice tools transform the way a visitor interacts with a website or application. Therefore, it is the role of the interface designer to be always informed about trends in design and the digital market.
The interface design for mobile also influences the positioning of the site on Google. The search engine is already prioritizing responsive pages, adaptable to different screen sizes in its results.
What is the role of the interface designer?
The designer – or interface designer – is a professional who gained space with the growth of the digital market.
The activities of a specialist in the area include collecting information about the project, their location in the interface, and the form of interaction with the user.
He is also responsible for formulating the navigation logic within the environment. Above all, your participation goes from beginning to the end of the development process, and your mission is to ensure that the experience as a whole is the best possible.
It is essential that the interface designer gets involved with the metrics area. The monitoring of navigation and the result of user interactions ensures the constant improvement of solutions.
As we have seen, interface design is necessary to maintain and retain users who browse a company’s websites, applications, and systems. He works on building credibility until the purchase is convinced.
Indirectly, the interface design still has an impact on the positioning of your pages on Google, helping to promote them even more efficiently in the digital environment.