UX Design Services

Imagine browsing a fashion accessories website on your mobile phone. You’ve added items to your cart, but when you try to check out, the shipping address field is missing — or worse, the items you added have disappeared. Frustrated, you leave the site, resulting in a poor user experience. UX shapes everything we interact with in our daily lives, from a simple coffee mug or a remote control, to advanced technologies such as smart homes.

User experience is one of the most important metrics for assessing customer satisfaction and engagement. It helps in creating a strong brand identity, which in turn indirectly increases the company’s bottomline. Whatever the business is into — banks, brick-and-mortar stores that need to go digital, government agencies, or educational institutions — user experience design can bring in an impressive USD100 in return for every dollar invested (a 9,900 percent ROI, according to studies). Besides increased customer retention, it can also lower support cost and enhance market share.

UI refers to the screens, buttons, toggles, icons and other visual elements that we interact with when using a website, app, or other electronic devices. UX refers to the entire interaction we have with a product or brand, including how we feel about the interaction.

Context-based understanding of user needs is crucial for stakeholders and designers to identify the right problem and solution. Each target audience / end user is different, as are their needs, context of use priorities and perceptions. Only an experienced UX practitioner can apply the tools of user research to facilitate the discovery phase and understand user perceptions and actual needs in detail. Asking the customers or users may give them what they ‘want’, but it may not be exactly what they ‘need’. Well-planned UX research can help us discover this in the early stages itself, and reduce the risk of failure and effort for rework at the end. UX practitioners extensively use qualitative research methods to collect rich data and insights for ideation. Its interpretation in a design context needs experience.

A good user experience is for the end users. In most cases, neither the product owners nor the developers are the actual users — and so, they may have different perceptions on the actual needs and pain points of end users. Understanding the user’s perspective is crucial in creating a good user experience. To achieve this, the people who design a product or service should be able to empathize with users. To do so, they must have clarity on the end users’ actual needs, challenges and pain points, in their actual context of use. An experienced UX design team can apply proven methods to help all stakeholders think from the end users’ perspective. User experience is an indication of how much a brand cares for their users or customers. Good user experience means more user loyalty.

At WNS-Vuram, our team of UX designers apply industry-best conventions and lean UX practices, based on the scope of work. Our approach is based on a User-Centered Design (UCD) process. In the conventional approach, we directly interact with end users (through various research methods), before ideation and design, to understand the actual requirements and problems — based on which, user personas are created. In the lean UX approach, we interact with the stakeholders and create proto personas. Based on the available information and assumptions, we create wireframes and present it to stakeholders. Random tests and cognitive walkthroughs may be included. We then create and test a Minimum Viable Product (MVP), and make iterations based on the test results.

Based on the requirements and the nature of the project, we deliver the following:

• User-research reports
• UX audit reports (if revamping an existing design)
• User persona
• Customer journey maps
• Sitemaps
• Wireframes
• UI sketches
• Interactive prototypes
• Design systems / style guides