Despite having different functions and properties, UX/UI is an important duo that produces results that are directly related to customer experience (CX). In the 4.0 era, with the explosion of devices and smartphones, UX/UI helps to seamlessly represent user-friendly experiences and interfaces used on applications. Both factors that are optimized will bring valuable product results and experiences to businesses as well as users. Specifically, UX UI plays the role of:

1. Make an impression from the moment of initial exposure to the brand

According to statistics, it only takes about 8 seconds to impress customers when opening an application or online website (2). This means that a good initial user interface (UI) will play the role of capturing the customer's first glance when coming into contact with the application. After a few seconds, the factor for users to decide to continue to stay and explore the application is interaction and experience (UX).

According to one study, more than 75% of consumer product reviews are specifically based on color (3). So Internet users may not bother to check out your app or website if customers don't find the color or website experience appealing. Therefore, the first look along with the smooth application experience interaction that UX / UI brings is the necessary factor to attract the user's attention.

2. Increase website traffic

If the parameters show a short amount of time on the site, the page traffic decreases over time, indicating that the UX and UI of the website needs to be improved, and the customer is not comfortable with the experience on this website. A high bounce rate means that the website's interface image is not eye-catching, heavy, and complicated, causing the experience to be interrupted (Figure 2). But when it comes to user-friendly UI design and UX, simplicity can make a website run faster, and from there customers can stay on the site for minutes or even hours to dig deeper. about services, products as well as information on the website. A website with a good design and experience leads to an increase in traffic and time spent on the website, and at the same time, reduces the bounce rate. Therefore, UX and UI play a very important role in maintaining a quality website, thereby helping businesses develop more ideas about the customer journey to expand more users. ) will become potential, loyal customers.

3. Make a difference and promote the brand

In the age of digital platforms and ubiquitous applications, brand identity is not only in traditional elements such as logos, slogans, advertisements, and brand sayings. Customer experience in general becomes the most important factor in helping customers identify a brand. In particular, the user experience and interface illustration also contribute significantly to highlighting the brand in the digital age. Brands become powerful and valuable when the design thinking in the UX/UI of the business is coherent, simple but attractive, in order to increase user interaction. The solution thinking in UX is different, connected and intelligent, making the brand different, outstanding and easy to leave an impression on users.

4. Contributing to reducing costs and increasing profits

UX and UI are centered around what the user wants. In e-commerce companies like Amazon, Taobao, Shopee... an example of a good user experience design is to automatically recommend products that are similar to the products that users are looking to buy. This can help the Sales and Marketing team have more human resources to focus on developing other potential products, bringing higher profits, and at the same time, businesses do not spend too much money on promoting these products. products do not need to be focused.

In addition, a study also shows that up to 75% of users will rate the aesthetics of the interface of the app and website, and are more likely to make a purchase on platforms with an attractive interface. than websites with weak interface and experience (5). UX / UI has the effect of creating momentum to decide whether users will go to the final step of paying for the purchase process on the website or not.