Understanding The Essentials: What is UX?

21 January 2020

When our Melbourne-based web design team start a new project – user experience (UX) is at the forefront of their minds. UX encompasses all elements of design – whether it be for a website, application or even a simple advertisement. The goal of UX is to ensure the customer has a pleasant experience. There are a variety of elements, functions and methods that can be applied and used in conjunction with UX to achieve this.

UX is all about meeting the requirements of the customer through the operation of the product. It needs to be able to function and to be navigable by anyone – whilst still maintaining aesthetics. When a user is browsing a website, for example, they must be able to not only feel a sense of joy and comfort – but also experience the flow of the website.

This is done through elements such as colours and layout. The aim is to create a product that the user can relate to and enjoy using. It’s not just about the destination with UX, but the journey. We’ll be exploring the essentials of UX through the process our designers take to reach an end product.


When our UX designers begin a new product, they must first empathise and understand the target audience. This is done by establishing what the average user of a specific product will want through extensive research. By looking at trending behaviours, defining their target audience and establishing their patterns, our Melbourne web design team can construct a clean and effective user experience for a website that will cater to all potential users – helping them get where they need to be using multiple touchpoints and elements to improve their browsing.

A big part of this phase is competitive market research. Seeing what the competitors are doing and how people react to that is essential information that will help further the product. All of the research is compiled and reviewed to identify key points where UX can be improved and implemented.


Once all the information has been gathered and reviewed, the design team can start firing off ideas on how to create the product. This is their chance to think outside of the box and be creative – finding the best way to adapt the research into a finished product. Once a solid idea has been formed and agreed upon, the wireframe can begin.

Wireframes – which are visual maps used to plan a website on a structural level – are handy tools for designers as it allows them to create, see and alter conversion paths and element placements. In terms of websites, for example, the designers will structure how the users will be navigating the site in the future. Wireframes also work to identify flaws early on and work towards establishing a functional end-product. When combining this with the gathered research designers can create some very functional websites and products.

After wireframing, we move to high fidelity design. High fidelity design is when you take your prototype, which is essentially the skeleton of a product and bring it a step closer to being finished. This means adding colours and dimensions to it. User Interface (UI), which is an element of UX, plays a big role in this step as UI is chiefly concerned with how the product physically looks.


Before a product can be launched, you have to make sure that it works. This is done through extensive testing to ensure that every single detail and element of the product is working the way it should be and to see if anything can be improved on. The testing phase is important as it gives others a chance to explore the product and give a second opinion.

Once everything is finalised it’s time to implement the final product. This means making any final touches and publishing it. The finished product should be easy for the user to use/navigate and make them want to come back. For a website, the aim is to increase the conversion rate – which is done through UX. The better the experience of the website is, the more likely it is to convert visitors into customers.

Looking for a unique web design in Melbourne?

AWD Digital goes beyond the expectations of your average digital agency to deliver high-quality and personally tailored websites. Our web design team live and breathe UX – enabling them to build you an attractive and functional custom website from the ground up to increase your online presence and customer engagement.

If you’d like to know more about what our Melbourne web design team can do for you or your business, then please give us a call on +61 3 9001 6255. You may also contact us via the enquiry form on our website.