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UX and UI design are key to the way Ceiba develops successful and high-impact digital products that transform the experiences of our clients and their end users. Here we explain how we ensure our software is intuitive, stress-free and fun to use.

How a focus on UX and UI design puts Ceiba ahead of the game

  • What is user experience in UX and UI design?
  • How does Ceiba optimize UX and UI design?
  • How are end users’ needs taken into account at Ceiba?
  • How does Ceiba balance technological needs with user experience?
  • What is the future for UX and UI design?

Life is frustrating but technology should not be – which is why our every interaction with computers, smartphones and digital products should be natural, stress-free and, even, fun.

At Ceiba, we put User Experience (UX) and User Interface (UI) design at the heart of our design processes, ensuring we build products that are smooth, intuitive and pleasant to use.

Here Herlency Muñoz, head of our innovation laboratory, Ceiba LAB, explains some of the principles behind Ceiba’s approach to UX and UI design over the years.

Herlency was recognized in 2020 as one of the world’s most influential leaders in design operations and oversees the integration of Ceiba’s user-centered design process.

focus on UX and UI design

What is user experience in UX and UI design?

First, though, we need to consider the difference between UX and UI design in terms of a product’s interaction design.

User experience design (UX) ensures that digital products are meaningful and relevant to the person who ultimately ends up using them.

This process – designed to improve user experience – encompasses everything from a product’s integration to its branding, design, usability and purpose.

Above all, UX design focuses on making sure a digital product meets a user’s pain points and needs, and is designed with the experience of consuming it in mind.

User Interface (UI) design, on the other hand, is sometimes used interchangeably with UX user experience, but it really only represents one specific aspect of this field.

UI designers focus their attention on ensuring software interface is pleasant and intuitive to use. This includes graphic, voice-controlled and gesture-based interfaces.

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How does Ceiba optimize UX and UI design?

Design and user experience have been at the forefront of Ceiba’s work from the beginning.

As Herlency says: “UX consultants and UI designers play an active role in our development teams. They are involved in conversations, events and the way we build our hypotheses. 

“They investigate and validate proposed work flows, and make sure that the proposed experience and usability of our digital products satisfies the needs of both our clients and their end users.”

“We’ve been incorporating UX and UI design in our work for 13 years now,” she added, “which is how we’ve been able to achieve such high-impact products for our clients and their businesses.

“I would say that UX and UI are a fundamental aspect of our entire development process.”

How are end users’ needs taken into account at Ceiba?

Ceiba’s UX consulting process follows five specific steps that are carried out every time we are asked to embark on developing a new digital product.

First, our UX consultants research the product’s end users, and define their needs. Then they validate the project’s scope and technical feasibility, before establishing co-creation spaces whereby Ceiba’s work teams operate alongside our clients and their users.

The fourth step is to construct a prototype based on the end users’ needs and desires, taking into account the product’s feasibility. Finally, our UX consultants use laboratories to review and validate how end users will experience our product.

How does Ceiba balance technological needs with user experience?

At Ceiba, we transform our clients’ businesses through both technology and innovation. Technology is just an enabler for us. It’s a means, rather than an end.

As Herlency says: “We focus our value generation on the businesses who work with us and the value our products are going to generate for their end users. It’s our clients’ end users, after all, who are the ones who will ultimately benefit from our products.

“Usability and accessibility are key components, of course, and they are integral to the way we create and build our digital products.”

What is the future for UX and UI design?

Ceiba is a center of excellence in UX and UI design, and we actively participate in conversations about its practice and knowledge on a national and international scale.

As well as practicing agile UX, our design studio team is dedicated to continuous improvement in this field, through both practice and experimentation.

Herlency told us: “The future of UX and UI design is more relevant than ever, as we have more demanding users and a lot of competition.

“The value lies in generating memorable experiences, and usable and accessible solutions that focus on solving specific problems in the context of their specific use.”

To find out how Ceiba can create a transformational digital product for your company and your end users today, contact us.


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