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What is UX

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March 13, 2025

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What does UX stand for? Learn more about what UX means, why it’s so important and what defines good UX.

“UX” stands for “user experience.” It describes the quality of the experience an end user has with a specific product, service, company or brand.

Although it’s often talked about in relation to digital products, like apps and websites, UX can relate to anything that an end user can interact with or encounter.

Take the example of going into your local bank to open a new account. If the process is quick and simple with clear instructions, easy-to-find information and friendly customer service, you’d come away feeling like you had a good user experience.

The same goes for ordering something online or using an app on your phone. If you’re able to accomplish your desired tasks with minimal effort, you’ll find the user experience to be a pleasant one.

UX doesn’t relate to one specific thing. It’s the sum of all the smaller parts that determines whether the overall encounter between the product/service and the user is a positive one. You can think of it as the impression the user leaves with and whether or not they’d be keen to repeat the experience. To learn more, keep reading.

What is user experience (UX) design?

If UX describes the quality of a user’s encounter with a particular product or service, UX design is the process of creating and shaping these experiences, with the goal of making them positive, pleasant and valuable for the end user.

UX design isn’t about how a product looks; that’s just one aspect of the overall user experience. It’s about ensuring that the product is logical, functional, easy to navigate and generally user-friendly.

There are 5 elements of UX design to consider:

  1. Strategy: Deciding which objectives the product should meet, including both end user goals and client/business stakeholder objectives.
  2. Scope: Fleshing out the details of the product, determining which features and functionality it should offer.
  3. Structure: Mapping out the structure of the product, considering how users will navigate from one point to the next and what information they’ll need to move around the product and accomplish their goals.
  4. Skeleton: Drilling down to the finer details of how each page should be structured and which elements (buttons, menus and other content) will go where.
  5. Surface: Considering the user’s sensory experience of the product, defining how the product will look in terms of colors, imagery, spacing, typography and so on. This is where UI design comes in.

Where does the term “UX” come from?

The term “UX” was invented by Donald Norman, a cognitive psychologist who started working at Apple in the early 1990s. He took on the role of User Experience Architect, making him the first (known) person in history to have UX in their job title.

Explaining the origins of UX, Donald Norman said:

“I invented the term because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with a system, including industrial design, graphics, the interface, the physical interaction and the manual.”

What is the difference between UX and UI?

If you’ve heard of UX, you’ve probably also heard of UI. The terms are often used together but it’s important to be clear on the difference between them.

UX is a much broader term, covering everything that influences how a user feels when they use a product or service. It’s a comprehensive discipline that involves research, analysis, and understanding user needs. 

UI stands for “user interface”, which is the point of interaction between an end user and a digital product. It’s a more narrow discipline that involves the visual design of the screens, buttons and other touchpoints you might use to navigate an app or a website. 

The way the user interface (UI) is designed has an impact on the overall user experience, so UI is an important part of UX.

UXUI
Stands for “user experience”Stands for “user interface”
A broad disciplineA narrow discipline
Involves the quality of the experience as a wholeInvolves the design of the user interface
Concerned with research, analysis, and understanding user needsConcerned with visual design

You can learn more about the difference between the two, as well as how they go hand-in-hand, in this guide to UX vs. UI.

Why is UX important?

UX is important for two reasons: business value and human value. Let’s look at both.

The business value of UX design

If you have a positive experience with a product or service, you’re more likely to use it again and become a loyal customer. You might even recommend it to friends and family. That’s great for the brand reputation, which ultimately determines whether or not the product or service is successful and profitable.

On the flip side, a negative user experience leaves a bad impression of the product, service or brand. If it’s less than satisfactory, you’ll be inclined to go elsewhere, like a competitor with better UX.

Wherever there are two similar products or services offering the same functionality, the one with the best UX will always win out. UX is therefore crucial for winning and keeping customers, developing a positive brand reputation and, ultimately, for driving profit and business growth.

In sum, the business value of UX design includes:

  • A competitive edge in the market
  • Increased sales and revenue
  • Higher conversion rates
  • Better word-of-mouth marketing
  • A strong brand reputation
  • Improved customer loyalty and retention

We compiled some interesting statistics about the business value of UX, like the fact that 66% of customers are willing to pay more for a great user experience. 

The human value of UX design

In addition to being valuable to businesses, end users also value good UX even if they don’t know it. UX influences whether we enjoy an experience or not and whether products and services are efficient and easy or frustrating and difficult. 

In addition, UX determines whether products are accessible and inclusive for as many users as possible. Whether they are disabled, come from a different place with different needs, or have different requirements, good UX make products and services accessible for all.

What defines good UX? The fundamental principles of UX design

Defining good UX can be tricky. It’s not down to one specific thing. There are seven principles of UX design that all designers should follow. They are:

  • User-centricity — Design products and services in a way that centres the user’s needs and helps to solve their problems.
  • Consistency — This can mean keeping your designs consistent across all pages, screens, and products within the same product family. It can also mean meeting the user’s expectations for the kind of product you’re designing.
  • Hierarchy — This includes putting more important elements in more prominent positions in both a site’s information architecture and in the visual hierarchy. 
  • Context — Consider the circumstances in which your products of services will be used and how that will effect the user experience.
  • User control — Give the user the right amount of control over their interactions with a product, such as being able to reverse or undo errors to a text message without throwing the whole user experience into disarray.
  • Accessibility — Ensure your product or service is accessible to as many users as possible, including people with disabilities or in other environments.
  • Usability — Usability relates to how easy a given product is to use and it’s influenced by things like:
    • Learnability – how easy it is for a user to learn how to use the product for the first time.
    • Efficiency – how quickly and seamlessly the user is able to complete their goals and tasks.
    • Memorability – how easy it is for the user to jump back into the product after not using it for a while.
    • Errors – how many errors does a user typically make when using the product.
    • Satisfaction – how pleasant or enjoyable is the product to use.

What is the UX design process?

The UX design process focuses on identifying and solving a problem for a specific target audience. It includes:

  • Conducting user research to understand who you’re designing the experience for and what problems they need solving.
  • Narrowing it down to one problem and coming up with potential solutions.
  • Designing the chosen solution.
  • Making prototypes to test and validate the design, i.e. to make sure it will actually solve the user’s problem.
  • Developing the prototypes into a fully-fledged product or service which people can use.
  • Continuously improving the product/service (and thus the user experience) based on continuous testing and feedback.

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HOW DOES IT FEEL TO REPRESENT THE PHILIPPINES AND ASIAN ATHLETES IN THE WORLD OF CROSSFIT?

Mixed emotions. I feel very privileged and extremely proud to represent the Philippines as one of the first Fil-American athletes – the fact that I am one of the first points out the lack of DEI (diversity – equity – inclusion) in the sport.

Representation matters. Seeing professional athletes that represent minorities is crucial for aspiring athletes. I hope that I can inspire Filipino/AAPI/Asian athletes to continue to break stereotypes.

COULD YOU SHARE A SPECIFIC INSTANCE WHERE YOU HAD TO MAKE A SIGNIFICANT SACRIFICE TO PURSUE YOUR GOALS?

Honestly, from the outside looking in, my entire career is one overarching ‘sacrifice.’ My daily activities are all dictated by the fact that I need to be able to train for 5-8 hours, fuel my body to sustain my training, and get enough rest and recovery to do it all again when I wake up.

For now, I miss out on celebrating weddings, date nights, vacations, and holidays all in the pursuit of greatness. On the days that my motivation battery is at 0, I am able to lean on the fact that all of the elements of my training are not actually a ‘sacrifice,’ but a temporary expenditure for tomorrow’s success. 

AS AN ATHLETE WHO HAS COMPETED IN VARIOUS INTERNATIONAL CHAMPIONSHIPS, HOW DO YOU APPROACH THE MENTAL AND EMOTIONAL ASPECTS OF COMPETITION?

“Have courage” is a mantra I repeat to myself in moments of doubt – whether I am training or before the 3-2-1 countdown in competition. To me, having courage means having strength in the face of something that frightens me, hardships, or adversity.

It’s an affirmation to myself that “I belong here & I believe in myself.”

WHAT ARE SOME OF THE CHALLENGES YOU HAVE FACED IN FINDING SUPPORT IN A SPORT WITH LIMITED SPONSORSHIP OPPORTUNITIES FOR ATHLETES LIKE YOU?

CrossFit is a niche sport and Asian brands actively marketing in the CrossFit space seem close to non-existent. I have tried to branch out to brands that market to the general ‘fitness’ industry but have been met with little interest on their end for partnerships. 

While it is discouraging to be rejected, I am hopeful that a “no” today will become a “yes” tomorrow. The reality is every competition I go to I have Asian spectators approach me to say how special it is to see themselves in an Elite athlete. I am hopeful that, as we show that we belong in CrossFit, Asian athletes will have many opportunities to align with brands that mirror who they are.

AS YOU AIM TO ELEVATE YOUR ATHLETIC CAREER TO NEW HEIGHTS, WHAT ARE SOME OF THE GOALS YOU HAVE SET FOR YOURSELF?

The CrossFit Games is the biggest and final stage in our sport.

Only the fittest of the fittest in the world qualify and it is an amazing opportunity to showcase what got you there in the first place. As I work towards that opportunity, I have been sure to ‘stay in my lane,’ recognizing the aspects of my training that are conducive to success and tailoring my training, recovery, and the people around me to ensure that I’m moving forward. 

While competing at the Games (and other Elite level competitions, such as the Rogue Invitational) is an athletic goal, another of my goals will always be encouraging diversity in the sport & making fitness inclusive to those who have historically felt unwelcome. I am actively networking with individuals and brands that align with my purpose to amplify that message. 

WHAT IS THE MOST IMPORTANT PIECE OF ADVICE YOU WOULD GIVE TO ANYONE PURSUING THEIR PASSIONS, WHETHER IT BE IN SPORTS OR ANY OTHER FIELD?

Being successful doesn’t have to come at the expense of your well-being. As a society, we have accepted that drops in physical health should be attended to, but mental health is overlooked or ignored.

I’ve realized that protecting your peace & knowing when to take a step back to “refill your own cup” is incredibly important. You cannot push through with an empty cup & it’s okay to acknowledge that you need to rest and recover in order to keep moving forward.

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