Design Thinking


UX and UI design are two different sides of a single end-user experience.

UX (User eXperience) focuses on how something works and how people interact with it.

The UI (User Interface) focuses on appearance and layout, establishing a clear visual language which allows the user to carry out his interactions with ease.

The UX or User eXperience, according to our vision, us French people, it is not only dedicated to a product, or a digital interaction but it is also a strategic function. It was first invented in the 1990s by Dr. Donald Norman.

Within the frame of a projet, the designer is required to work closely with :

  • The final users
  • The customer
  • The “functional” profession

Three distinct professions work side by side :

The UX Research

  • Define the research methodology to be applied based on customer and user objectives,
  • Manage and organize studies (guides, collection of insights, analysis of XP returns, etc.),
  • Run user tests, focus groups, interviews, etc.

The UX Designer

  • Conceive the different analyzes (market, field, business),
  • Lead and re-establish the conceptualisation / the co-creation and Design sprints workshops,
  • Script the different workflows (customer journey, experience map, interactive storyboard, etc.).

The UI Designer :

  • Define interactive and behavioral guidelines (Design System),
  • Guarantee and apply web standards (Responsive, PWA, App Native),
  • Conceive and make interactive the different interface designs (layout and prototyping ...).

CX vs UX

User experience (UX)

It is experienced by the people who interact with your product and has different indicators such as success rate, rate of error, abandonment rate, time/ task rate...

Customer experience (cX)

It includes all the interactions with the brand. It can be measured by : the overall experience, the probability of continuing to use it, the rate of brand recommendation to others ...