UX - The corporate perception

Kateryna Voropaieva is a software engineer turned UX/UI generalist with a passion for product design. She recently started working as a product manager at Tritech’s applications division. For the past five years she’s lived in four different countries and worked with UX and UI for corporate communications solutions within dozens of international projects.

She’s met with the typical questions like; What is the UX? What are the differences between UX and UI? What person should we hire to solve UX tasks? How to incorporate UX in the corporate strategy? It’s not unlikely that the term User Experience design gets mixed up with User Interface design.

- My path started with the simple request: Can you add some UX here? I have been observing multiple companies struggling with the definition of UX within product development, says Kate.

People often merge the terms through the word “design” without differentiating them but if you want to describe the difference but in very broad strokes you could say UX relates to workflow and UI to color and shape. Another issue is they often go hand in hand in ways that can sometimes create a grey area as a pose to what is what. But the mixup can be costly and lead to not only lost time and money, but the result of an entire project can depend on where you start off.

- Starting a project with UI by putting color and shape to the product (software) should not lead the development of the workflow. However if the UI team is separated from the UX team there’s an increasing risk of the development side deciding the product is impossible to make upon presentation - leading to heavy product launch delays.

According to Kate discussions are necessary between the teams from day 1. You can start small, keep discussions going and build the solutions within cross functional teams.

Another regular issue, according to Kate, is that personal opinions are allowed to be taken very far. Because UX is so related to human behaviour we often find it more acceptable to “go with your gut feeling” than turning to reliable data to support your decisions. She leaves us with some good advice.

  • Gut feelings can be a good starting off point but be sure to start small, measure and learn

  • Take the extra time needed to test your theories on target audience test groups

  • Start small and analyze deliveries from day one

  • Goals should always be measurable

  • Build your products future proof; based on the technologies, methods and structures that are trustworthy even in the long run

  • Don’t spend too long before releasing. Smaller companies are often better at this part, eager to release features and test them in public. Bigger companies are often very slow in this regard, taking a long time to make decisions and release changed products which leads to the releases often being three years late - especially when it comes to the Tech industry with an extremely fast moving pace.

Kateryna Voropaieva

Product manager at Tritech