When my colleagues and I tell people that we are a UX/UI design team in an Artificial Intelligence company, we regularly get interesting responses or sometimes awkward silences. .

“A beautiful product that doesn’t work very well is ugly” – Jonathan Ive, Apple .

“What are the digital products you worked on?” / “You’re surely good at all those design software”.

In fact, any discipline involves a user has some kind of experience, for example, the branding design is all about user perception; the industrial design can be how users interact and feel when using the products.

The design doesn’t start or end at the edges of a user’s screen.

It is the entire experience and an iterative process of the whole product cycle. .

It’s true that we place users throughout the entire design process, design involves understanding users’ needs, pains, goals and building user personas, planning of user journeys

However, UX design also has to meet business goals and objectives, it starts with an understanding of the product vision like, the reason for having this product from a business perspective, the target market to be considered, and the issues that this product can solve. 

“User experience design is the science and art of designing a product so that it is – easy to use – fits expectations and – meets business goals” – Susan Weinschenk, CEO at Team W

People are misguided to think the design is an addition or something come after the “important stuff.” In fact, just like defining business goals, marketing strategy, sales, product requirements and development resources,  integrating design into everything a company does is as crucial

Without UX/UI design, the product will struggle to solve both user and business problems to come up with good user experience solutions