What is UX design?
By Tom · Last reviewed · 4 minute read
UX design (user experience design) is the process of creating websites, apps and products that are easy to use, accessible and enjoyable. It focuses on understanding people's needs, behaviour and frustrations so they can do what they came to do without friction, from their first impression to finishing the task.
On this page
The foundations of good UX
Three things to look at when judging your website's user experience.
Usability
How easily and efficiently people can do what they came to do. Good usability means obvious navigation, clear labels and as little friction as possible. Key elements:
- People can complete tasks without confusion
- Mistakes are prevented, and error messages are helpful
- Consistent patterns throughout the site
- Easy for first-time visitors to learn
- Efficient for returning visitors
- A clear visual hierarchy that guides attention
Accessibility
Making sure everyone can use your website, including disabled people. Accessibility is also a legal duty under UK equality law. Key elements:
- Works with screen readers
- Enough colour contrast
- Can be used with a keyboard alone
- Alt text for images
- Captions for video
- Clear, readable fonts and text sizes
Navigation
How people find their way around your website. Good navigation is obvious and consistent, and it helps people understand where they are and where they can go. Key elements:
- Clear, descriptive menu labels
- A logical structure
- Breadcrumb trails so people know where they are
- Search on larger sites
- Important pages only a click or two from the homepage
- Navigation that works well on phones
UX vs UI: what's the difference?
The terms are often used interchangeably, but they're different (though related) disciplines.
UX design
Focuses on the overall experience: how the product works, flows and feels.
- User research and personas
- Information architecture (how content is organised)
- User flows and journeys
- Wireframes and prototypes
- Usability testing
Analogy: the architect who designs the layout, flow and function of a building.
UI design
Focuses on the visual appearance: how the product looks and presents itself.
- Colour schemes and branding
- Typography and fonts
- Button and icon design
- Visual layout and spacing
- Animation and interaction
Analogy: the interior designer who chooses the colours, furniture and decoration.
UX comes first. A nice-looking interface (good UI) is no use if people can't work out how to use it (poor UX).
Signs your website has UX problems
These patterns often point to underlying UX issues that are costing you customers.
High bounce rate
Visitors leaving straight away often points to a confusing layout, slow loading, or content that doesn't match what they expected.
Fix: speed up your pages, make sure content matches what people searched for, and give them clear next steps.
Low conversion rates
If visitors browse but don't get in touch or buy, something on the site is putting them off.
Fix: simplify forms, make your calls to action clearer and remove unnecessary steps.
Lots of basic questions
Frequent questions about simple tasks suggest your website isn't explaining itself.
Fix: add clearer labels, instructions and hints where people keep getting stuck.
Abandoned baskets
People adding items but not finishing checkout points to problems in your purchase process.
Fix: reduce the number of checkout steps, offer guest checkout, be upfront about costs and build trust.
Short visits
Very brief visits suggest people aren't finding value or are getting frustrated.
Fix: improve your content, make it easier to read and make moving between pages smooth.
Mobile complaints
If mobile users struggle, you're putting off most of your potential audience, because most browsing now happens on phones.
Fix: design mobile-first, test on real devices and make sure buttons are big enough to tap.
Improving UX on a budget
These changes cost little and can make a noticeable difference.
| Improvement | Cost | Impact | How to do it |
|---|---|---|---|
| Speed up your website | Free to £100 | High | Compress images, turn on caching and remove unused plugins. Use PageSpeed Insights to find problems. |
| Simplify navigation | Free | High | Cut down menu items, use clear labels and make your most important pages easy to reach. |
| Improve the mobile experience | Free to £500 | Critical | Test on real devices, enlarge small buttons and make text readable without zooming. |
| Clear calls to action | Free | High | Make buttons stand out, use action words and keep one clear call to action per page. |
| User testing | Free to £50 | High | Ask friends, family or customers to complete tasks while you watch. |
| Add analytics | Free | Medium | Install an analytics tool to see how people use your site, which pages are popular and where they drop off. |
Free UX testing you can do today
- Ask five people who don't know your site to find specific information or complete a task. Watch without helping.
- Try your site on your own phone. Can you easily read the text, tap the buttons and use the menu?
- Run your homepage through PageSpeed Insights (pagespeed.web.dev) and fix the top issues it finds.
- Check your analytics for pages with high bounce rates. They need attention first.
How I build UX into every site
Every website I build is designed around how your visitors will use it, not just how it looks. That includes:
- A design process that starts with your customers
- Mobile-first responsive layouts
- Fast loading
- A clear navigation structure
- Accessibility built in from the start
- Pages designed to turn visitors into enquiries
- Simple, easy contact forms
- Calls to action in the right places
- Testing across different browsers
See what's included or the prices.
Questions people ask
What is the difference between UX and UI design?
UX (user experience) design is about how a product works: how it flows and whether it meets people's needs. UI (user interface) design is about how it looks: colours, typography, buttons and layout. Think of UX as the architecture of a house (the layout, flow and function) and UI as the interior design (the paint, furniture and decoration). Both matter, but UX comes first: a nice-looking interface is no use if people can't work out how to use it.
Why does UX matter for small businesses?
UX affects how much business your website brings in. People who have a bad experience on a website are much less likely to come back. For a small business, poor UX means lost sales and more people leaving straight away. Good UX helps you compete with bigger businesses by making your website easier and more pleasant to use. It cuts down on basic customer questions, increases enquiries and builds trust.
How can I improve my website's UX?
Start by watching real people use your site and noting where they get stuck. Simplify your navigation so people can find what they need quickly. Make sure your site loads fast (ideally in under three seconds) and works well on phones. Use clear calls to action and remove unnecessary steps from key tasks like checkout or contact forms. Test with real users, gather feedback and keep improving based on evidence rather than assumptions.
Does UX affect SEO and search rankings?
Yes. Google's Core Web Vitals measure parts of the user experience such as loading speed, responsiveness and visual stability, and Google considers page experience when ranking pages. Sites with poor UX also tend to lose visitors quickly, which is a sign people aren't finding what they need. Good UX and good SEO go hand in hand, because both are about giving people what they're looking for.
What are the most common UX mistakes?
Common mistakes include slow loading, confusing navigation, a poor mobile experience, too many form fields, unclear calls to action, intrusive pop-ups, walls of text, video or audio that plays automatically, hidden contact details, and ignoring accessibility. Many of these come from designing for the business rather than the visitor, so always put yourself in your customer's shoes.
How much does UX design cost?
Costs vary widely. A basic UX review or audit might cost £300 to £800, full UX design for a small business website typically £1,500 to £5,000, and large enterprise projects £10,000 or more. Many web designers build UX principles into their standard process: every site I build is designed around how your visitors will use it. Fixing UX problems often increases enquiries enough to pay for itself.
Can I improve UX myself or do I need a professional?
Many UX improvements can be made yourself with a little research and common sense. Free tools like Google Analytics show where people drop off, and services like Hotjar offer free heatmaps. Simple changes like clearer navigation, faster loading and a better mobile layout don't need an expert. For complex sites or competitive markets, a professional can spot deeper problems and fix them in a way you can measure.