What is UX

Design

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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The Lessons That Carried Him Through

Before stepping into the tech world, Anthony spent his years as a professional fighter competing on FoxSports. Growing up Asian in a predominantly white environment, he felt he had to work twice as hard to be seen. This drive eventually led him to the ISKA Victorian Title. However, his toughest fight came outside the ring when he suffered two strokes the same year he founded ZILIO.

Walking away would have been understandable. Instead, Anthony leaned into the discipline he learned as a fighter. As he puts it, “Being a professional fighter taught me one non-negotiable principle: Never quit. No matter what. That philosophy carried me through recovery and continues to guide how I build today.”

Solving the “Booty Short” Problem

The idea for ZILIO was born from personal frustration. As an athlete with a specific build, Anthony found online shopping to be a constant gamble. He still remembers ordering gym shorts that arrived fitting like “booty shorts,” an experience that made him wonder why we can dress video game avatars perfectly but struggle to do the same in real life.

ZILIO solves this by replacing confusing size charts with accurate AI recommendations. The company started with corporate uniforms, where poor fit creates massive operational headaches for brands like Coles and Australian Unity. The impact was immediate. ZILIO has helped partners cut returns by 40% and significantly boosted customer engagement by giving them a fit they can trust.

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Helping People Stop Second-Guessing Their Bodies

For Anthony, this mission is personal. He knows that standard size charts often fail people with diverse backgrounds and body types, including many in the Asian community. His goal is to make sizing “invisible” so that people can focus on their style instead of their anxiety.

“Fashion is deeply emotional, and a bad sizing experience can stop someone from exploring style altogether,” Anthony explains. “ZILIO exists to navigate that complexity and give people clarity and confidence, regardless of body type or background.”

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Turning Story into a Mission

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Nathan Yun (far right), Founder of Paire

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“That experience made it clear something needed to change,” Nathan explains. What stayed with him most was how disconnected these realities were from everyday shopping habits.

Much of the damage he saw came from clothing treated as disposable. When he returned home, Nathan reached out to his longtime friend Rex, a textile expert. Instead of launching a wide range of products, they chose to start small. The focus was on improving a single item and making it last.

Nathan Yun (left), Founder of Paire

Earning Trust Through the Product Itself

Nathan understood that values alone would not earn loyalty. The product had to prove itself in everyday life. The team spent months refining fabric blends, improving breathability, and testing durability through repeated wear and wash cycles.

Pricing a pair of socks at twenty-four dollars came with risk. Most consumers were used to buying socks cheaply and replacing them often. But once people tried Paire, many returned. Nearly seventy percent became repeat customers, not because of marketing, but because the product became part of their routine.

By focusing on quality and longevity, Nathan Yun built a $15M-a-year brand that shows meaningful change does not always arrive loudly. Sometimes, it begins quietly, through the simplest things we rely on every day.

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