What is UX Design?

UX design (User Experience Design) is the process of designing products, websites, and applications that are easy to use, accessible, and enjoyable for users. It focuses on understanding user needs, behaviours, and pain points to create experiences that help people achieve their goals efficiently. Good UX design considers every aspect of a user's interaction with a product, from initial discovery to task completion.

UX (User Experience) design focuses on the overall feel and functionality of a product - how it works, flows, and meets user needs. UI (User Interface) design focuses on the visual appearance - colours, typography, buttons, and layout. Think of UX as the architecture of a house (layout, flow, functionality) and UI as the interior design (paint, furniture, decorations). Both are essential, but UX comes first - a beautiful interface is worthless if users cannot figure out how to use it.

UX directly impacts your bottom line. 88% of online consumers are less likely to return to a website after a bad experience. For small businesses, every visitor counts - poor UX means lost sales, higher bounce rates, and damage to your reputation. Good UX helps you compete with larger competitors by making your website easier and more pleasant to use. It reduces customer support enquiries, increases conversions, and builds trust with your audience.

Start by watching real users interact with your site - where do they get stuck? Simplify navigation so users can find what they need in three clicks or fewer. Ensure your site loads quickly (under 3 seconds) and works well on mobile devices. Use clear calls-to-action and remove unnecessary steps from key processes like checkout or contact forms. Test with actual users, gather feedback, and make iterative improvements based on data, not assumptions.

Yes, significantly. Google's Core Web Vitals measure user experience factors like loading speed, interactivity, and visual stability. Websites with poor UX have higher bounce rates and lower dwell times, which signals to search engines that users are not finding what they need. Google explicitly considers page experience as a ranking factor. Good UX and good SEO go hand in hand - both focus on delivering value to users.

Common UX mistakes include: slow loading times, confusing navigation, poor mobile experience, too many form fields, unclear calls-to-action, intrusive pop-ups, walls of text without visual breaks, auto-playing videos or audio, hidden contact information, and ignoring accessibility. Many of these mistakes stem from designing for the business rather than the user - always put yourself in your customer's shoes.

UX design costs vary widely. A basic UX review or audit might cost £300-800. Comprehensive UX design for a small business website typically ranges from £1,500-5,000. Enterprise-level UX projects can cost £10,000+. Many web design agencies include UX principles in their standard process. For small businesses, the ROI is significant - fixing UX issues typically increases conversions by 10-30%, quickly paying for itself.

Many UX improvements can be done yourself with research and common sense. Free tools like Google Analytics show where users drop off, and services like Hotjar offer free heatmaps. Simple improvements like clearer navigation, faster loading, and mobile optimisation can be implemented without expert help. However, for complex sites or competitive markets, professional UX expertise helps identify deeper issues and implement strategic solutions that deliver measurable results.