User Interface

The Basic Idea

Do you ever wonder why some apps feel easy to navigate, while others leave you frustrated and confused? The answer lies in user interface design.

Imagine you’re using your phone to check your emails, scrolling through the Gmail app and effortlessly deleting all those messages cluttering your inbox. Thanks to Google’s thoughtful interface design, everything about the app makes sense. You can toggle between inbox tabs, swipe emails away to archive them, and bulk-select emails for efficient organization. This functionality feels intuitive. The user interface of the Gmail app behaves how we expect it to behave, and this ensures our experience is smooth and enjoyable.

The user interface (UI) is the space where humans and computers interact. It’s the part of the machine, computer, or software that handles input and output (as opposed to the back end where all the computing takes place).

For example, the UI of a laptop includes the keyboard, screen, and trackpad. These physical input and output devices allow you to use the computer by entering text, clicking on items, and viewing what's going on. The laptop’s UI also includes graphical elements on the screen, such as menus and icons, that allow you to use the computer’s operating system. Essentially, UIs allow us to effectively control and operate software or computerized devices.

The goal of UI design is to make it as easy as possible for people to understand and use computers. The better the UI design, the less input is required to produce the desired output. Imagine if, instead of quickly tapping the delete icon to remove an email from your inbox, you had to navigate through several settings and menu items to find the delete option. This would require significantly more input for the same output. By designing programs with user needs, wants, and behaviors in mind, designers can create UIs that save us time and make our lives easier.

As far as the customer is concerned, the interface is the product.


Jef Raskin, human-computer interface expert and lead designer of the first Macintosh computer at Apple

About the Author

Smiling woman with long hair stands in front of a lush plant with pink and yellow flowers, near what appears to be a house exterior with horizontal siding and a staircase.

Kira Warje

Kira holds a degree in Psychology with an extended minor in Anthropology. Fascinated by all things human, she has written extensively on cognition and mental health, often leveraging insights about the human mind to craft actionable marketing content for brands. She loves talking about human quirks and motivations, driven by the belief that behavioural science can help us all lead healthier, happier, and more sustainable lives. Occasionally, Kira dabbles in web development and enjoys learning about the synergy between psychology and UX design.

About us

We are the leading applied research & innovation consultancy

Our insights are leveraged by the most ambitious organizations

Image

I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

Heather McKee

BEHAVIORAL SCIENTIST

GLOBAL COFFEEHOUSE CHAIN PROJECT

OUR CLIENT SUCCESS

$0M

Annual Revenue Increase

By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.

0%

Increase in Monthly Users

By redesigning North America's first national digital platform for mental health, we achieved a 52% lift in monthly users and an 83% improvement on clinical assessment.

0%

Reduction In Design Time

By designing a new process and getting buy-in from the C-Suite team, we helped one of the largest smartphone manufacturers in the world reduce software design time by 75%.

0%

Reduction in Client Drop-Off

By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%

Read Next

Notes illustration

Eager to learn about how behavioral science can help your organization?