Universal Principles of UX

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Interaction design is the brand.

Before we get too deep into UI design, I want to pause and talk about branding. We could fill a whole book (or many books) simply talking about branding, but I want to look at it from a UX perspective. If branding’s job is to create a set of distinguishing features to promote awareness and recognizability of a product, then the UX and UI of the company’s websites or apps are the most important vehicle toward influencing choice.

Why? Because 45 percent of people first encounter a brand through social media, 35 percent through the company’s website—not through billboards, television commercials, or other traditional media channels like before. And since people are happiest when the digital product they interact ...