User Interface (UI)

What is User Interface (UI)?

User Interface (UI) is the visual part of a software application or a hardware device that determines how a user interacts with an application or a website and how information is displayed on the screen. UI encompasses the concepts of visual design, interaction design, and information infrastructure and focuses on enhancing usability and the user experience.

The Importance of User Interface Design (UI) in eCommerce

The ultimate goal of a good UI is to make the user’s interaction as simple, intuitive and efficient as possible. In eCommerce, intuitive interfaces and appealing design are an invaluable part of the user experience and can dramatically impact the performance of a website and ultimately lead to higher, or weaker sales.  

An effective UI draws on interface elements that users have become familiar with because they maximize task completion, efficiency and satisfaction. When designing your online shop, you should pay particular attention to the following interface elements:

Smart implementation of common UI patterns will help you to create a pleasant shopping experience, guiding your customers through the site and helping them find what they need without any inconveniences. Making sure that consumers can browse, search, select and add products to their shopping cart in a seamless way will reduce friction and lower your site’s bounce rate.

Backed by a sturdy UX design, a sleek, well-designed and easy-to-navigate online store has significantly better chances at enticing shoppers to spend more time browsing around, achieving a higher click-through rate and leading to improved conversion rates. According to Adobe, “38% of people will stop engaging with a website if the content/layout is unattractive”.

Stages of the UI Design Process

Remember that a good UI stems from understanding your customer and her needs, so that all the design elements could be tuned to deliver on shopper expectations. The main processes of UI design include:

UI Best Practices for eCommerce

Although every eCommerce website is unique and targets a particular group of people with very specific needs, there are several UI design elements that every online store must have.

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Justas Markus: CEO & Co-Founder of GetFound XL and a blogger at Entrepreneur.com, Observer.com, Influencive.com and others. Catch up with Justas on Twitter.