ux design is a buzzword nowadays. every company seems eager to hire an ux designer. a must have. but this is for a good reason!
ux design stands for user experience and is based on the principle of making sure that the user has a very clear customer journey without interruptions, doubts or misunderstandings. instead the user is supposed to walk through the digital landscape freely, ideally met with little surprises on a few occasions, but with the intention of meeting their goal as fast and secure as possible.
So in my opinion, strategy is the foundation of every project. it has to be clear what the goal of the digital product is (website, app, you name it) and how this journey has to be designed to give the most satisfactory experience to the user. once this has been clearly defined, we can move on to the UI (ah another buzzword! ui=user interface). this now is how you design the interface, what shapes and colours do we asign to the various elements etc. the more common understanding of design.
Even though I wouldn't call myself a 'UX/ui designer' per se, I believe instinctively I embed its principles into my work. my aim is always to come up with simple yet strong strategies for every project. it is a fundamental part of my design process because it builds the foundation. so in the beginning i will ask questions to get a good understanding of my client's goals and how we can achieve this together.
not every idea has to be grand and extravagant. most good ideas are simple yet powerful. this happens when we keep the user in mind.
Now I'd like to share this brilliant speech by Jared Spool with you:
(Start at 32m15s or from the beginning, as you prefer):
“This is basically what we need to do with excitement generators: We push up past the frustration point - that’s meeting the basic expectations - then we go and make things delightful”