If you have ever wondered what is UX or UI and why they should become two important tools in your know how as a professional, in this guide we bring you the necessary answers.
Whether you’re a bit tired of hearing both terms at work or if it’s the first time you’re hearing about them, we’ll reveal the secrets behind this multidisciplinary practice.
what is UX and UI?
You’ve probably heard interchangeably about what is UX and what is UI. But what are UX and UI really? These two careers have been around for decades, being defined by the tech industry as UX and UI design.
On the one hand, UX design stands for “user experience design” and, on the other hand, UI design refers to “user interface design.” Both concepts are essential to product development and are closely related.
However, despite having such a close link, they are quite different because of the functions of each discipline, and cover very different aspects of the product development process and the web design discipline. So before we show you the basic differences between UX and UI, let’s first take a look at what each means separately.
what is UX or user experience design?
what does UX stand for? UX stands for User Experience, and, to give credit to English classes, its translation means User Experience or User Experience.
For some years now, the idea has been erroneously spread that the term originates from the digital plane, something that the technology industry has been able to feed with many types of content.
Currently, the definition of UX is what a person thinks, feels or perceives when interacting with a product or service .
This experience is measured according to factors such as usefulness or usability, and these will determine the level of customer satisfaction.
But before we go deeper into what UX is, let’s learn about its history, which will surely surprise you .
what is User Experience for?
The use of the word “design” next to UX refers to the type of work that is done in this discipline. It is not about graphic design per se, but about using a set of different skills together to “design” a new user experience of some interface that contemplates 3 main aspects:
Usability: it is the functionality itself, which allows a product to fulfill the purpose for which it was created without problems.
Accessibility: refers to how easy it is for the user to understand the product.
Interaction between user and product: this comes from the times of the Industrial Revolution and goes from the technical to the more emotional, on how the user perceives the product.
In addition, UX Design, as an activity nowadays, encompasses different practices to fulfill the 3 aspects mentioned above based on the following points:
Data collection (indicator analysis).
Each aspect requires a high level of expertise, so a UX Designer is a person of many qualities. it is not for nothing that the best UX Designers are considered to be people with multidisciplinary knowledge.
It is important to know if the user’s experience with your product or service was intuitive, close, clumsy or confusing and also if navigating through the app or website was a complicated, logical or arbitrary experience.
The UX is determined by how easy or difficult it is for the user to interact with the UI elements that the UI designers have created.
what is UI or user interface design?
After knowing what UX is, it’s time to know the definition of UI, its complement.
User interface design is what is used to interact with a product or service, while UX is concerned with how that interaction feels.
This interface design, or also called interface engineering, is used for applications, software, websites and smartphones with a focus on user experience and interaction.
Its main components are:
Image: Graphic Mint
So, when we talk about the graphic design of an application, we are talking about its interface that includes buttons, texts, images, controls, text input fields and all the elements that make user interaction possible.
what is the difference between UX and UI design?
UX/UI are two very different disciplines that work in harmony. UI design and UX design involve different skills, but they are an integral part of a successful digital project.
A beautiful design cannot have a clunky and confusing interface to navigate, and a good user experience can be affected by poor visual interface design that makes the app experience unpleasant.
UX and UI designs must run smoothly and always be aligned with user expectations to create an excellent user interface/user experience. And when they are aligned, the results can be amazing!
how does UX design complement UI design?
Having seen what UX and UI are and their differences, you’ll probably now want to know how the two professions can work together. is one more important than the other? The truth is that both UX design and UI design are essential to developing a product.
While UX designers take care of the technical aspects of a website or app, UI designers take care of the visual aspect and graphic design parts of building the product.
For example, let’s say someone hires your services as a UX designer because the client wants to optimize the UX design of their website or an app. how could you help them? By determining the features of the application and the way the user journey should be. To optimize the user experience, you should not only focus on the visual aspect, but also on the texts, animations, etc.
how to choose between UX and UI design profession?
To clear up any doubts about what is UX/UI and what is the difference between UI and UX, we have prepared this section for you to know different aspects of each in more detail. Knowing which area to lean towards in your profession is extremely important, although some consider that both disciplines are the same or that both are different.
what does a UX designer do?
Now that you know what UX is, do you know what UX designers do? UX designers are in charge of determining how the user interface works, defining its structure and functionality .
In the same way, they are also concerned with the UX user and UX service of an application or website, and that is why many people confuse the difference with UI designers, who are the creators of the different types of interfaces. If you still do not know the differences, do not worry, because later we will explain more about this topic.
If it works well, the user will have a good experience, but if the navigation is complicated or unintuitive, the user experience is likely to be terrible. For this reason, the job of user experience designers is to work to avoid the latter scenario.
In short, they are responsible for the user experience design of any virtual platform, ensuring good UX usability, UX content (concept design) and functioning of web design interfaces.
Research for UX design
Research for UX design focuses on user expectations. all the experiences and interactions users have had with each application have helped set expectations for how interfaces are supposed to work and should work.
If a UX designer is not familiar with what the user wants, he or she could design an interface interaction that may seem logical, but would break with the consumer’s needs and expectations. That’s why research is so important in the creation process.
Users don’t like it when the menu design and/or experience design behaves very differently from what they expected and this could result in a negative behavior that affects the relationship they have with the brand.
Generate a positive UX experience
Good UX design creates a positive website and experience for users by understanding and meeting their needs.
But it is not only the functionality, which makes the user feel positive when using the product or service, but also because it makes them feel trustworthy, conversation generators, encouraging, with personality, utilitarian (easy and quick to use) and shareable content. Definitely all products or services that are successful in digital channels is because they have UX in their soul.
For such reason, it is important that you are encouraged to explore different UX programs to get started as a web designer if your goal is to provide enriching experiences to users through online browsing.
“Most people make the mistake of thinking that design is what “looks” or “what you can see”. People think designers are handed a box and told, “Make it look good!” That’s not what we think design is. It’s not just what it looks and feels like. Design is how it works ” – Iain Heath, Senior Experience Designer at Sainsbury’s.
Tips for becoming an expert in UX Design
Now that you know what UX is, getting into the world of UX Design requires a lot of skills, but that doesn’t mean it’s limited to just a few. With the knowledge you already have, it’s enough to follow the learning path until you have enough experience.
After all, User Experience has an intuitive base that, if you are a good observer, you will be able to develop.
1. Always learn
Learning UX can be done in 2 ways: with courses or through self-taught research. Whichever way you choose, the important thing is not to stop learning, because UX is applied with the combination of different (multidisciplinary) knowledge that requires you to go in one direction.
For example, learn how to apply good UX design to a purchase flow with this video and learn how to apply good UX design to a purchase flow with Carlos Pariente. Get to know the tips:
Let the user navigate at ease.
Do not ask for registration from the beginning.
Add promotions or timers to encourage purchase.
Clear action buttons.
Suggest recommendations. Ready! Get ready to start creating a good UX.
2. Be empathetic
If you are able to put yourself in other people’s shoes and understand how a person might feel when faced with a complication, you are already part of the way there.
If this is not your case, you can give up the desire to be a UX Designer or go back to the first point “Always Learn” and give yourself the task of developing empathy. It’s not impossible, you just have to put aside your ego and focus more on your surroundings.
3. Know the tools
Once you’ve learned about a discipline, spend time mastering the tools that will make your job as a UX Designer easier, such as Sketch.
4. Gain experience
Don’t wait to get hired by a big company to start having UX projects in your portfolio. With great power comes great responsibility, and with the skills you acquire, the only one responsible for bringing your career to life will be you. Start small, create projects for friends, family or yourself. Make them as if it were a work intended for a mass audience and place the sketch in your portfolio, along with the steps and methodology used.
how much does a UX designer earn?
According to Glassdoor, a platform that allows users to post and view salaries anonymously, a UX designer in Mexico has an average base salary of $26,000 per month. In Peru, a UX design can have a salary of approximately S/. 2,553 per month, according to Indeed.
While the salary of a UX design in Argentina can range from $40,000 to $120,000 according to the site Encuestas IT. These numbers, of course, depend on the experience of the UX design. If he or she is experienced, his or her salary can be above $90,000. In Spain, a UX designer can earn up to €25,449 per year, according to Indeed.
However, keep in mind that this profession can be exercised in a particular way, that is, you can become a freelance UX Designer or UI Designer and provide your services for a specific project.
do you have doubts about how to get paid as a freelance? Don’t worry, because with this freelance quote form you will have an idea about how much to charge for designing an interface and offer your services effectively.
what does a UI do?
The job of a UI designer is to design all the screens through which a user will move and create the visual elements with interactive features that facilitate that movement.
The UI designer is not only a creative person, but also has the role of putting him/herself in the user’s shoes, anticipating what the user can expect at each stage of navigation.
The function of a UI designer is to decide how the online platform will look like, to choose color schemes and button shapes, as well as to choose the sizes and fonts for texts. That’s why his fundamental role is to create the ideal look and feel of the user interface for better interaction and optimal navigation.
Generate a Web UI product for users
In a Web UI it is important to focus on the human aspect (user), therefore, the designer will work always thinking about the behavior and interaction of human beings with digital platforms.
The UI designer is fundamental to develop these activities and must use tools such as patterns, spaces and colors to guide the user.
The key word is “intuitive”. it is important to ensure that the application interface is attractive, visually stimulating and has the appropriate design to match the purpose and personality of the application.
If that is achieved, we also ensure that each visual element feels cohesive and is aesthetically appealing to the user, as they are at the center of this experience.
Communicate visually according to UI rules
Visual UI communication focuses on the visual experience of the user. This is determined by how a user interacts with the interface, whether it’s in an app, website or video game.
It is about how the user navigates from A to B through the different visual touch points, via buttons or by swiping images. Any type of visual element must be designed, including screen layout, transitions, interface animations and every micro interaction.
Research for the UI design process
UI designers have to make sure that the visual language they choose fits the kind of application they are working on. With research, they could predict the user’s expectations. It is important to do a research on how other applications have been developed depending on the category of each brand.
There are many design lessons that can be learned from the work that other designers uI have done. The aesthetics they choose is up to them, but there are always ground rules or the need to conform to user expectations.
Tips for interface design
There are important points to keep in mind when designing an interface:
Design language, design patterns and design system.
User interface prototypes
Always remember that users are people with needs, so we recommend following these guidelines:
Make buttons and other common elements work in a predictable way.
Maintain high discoverability.
Keep interfaces simple.
Respect the eyes and attention of users in relation to the design.
Try to minimize the number of actions to perform tasks.
Maintain brand consistency throughout navigation.
Image: Creative Market
how to work in UX and UI?
To work as a UX and UI you don’t need to study a design career. Some UX and UI people followed computer science or web development careers and along the way discovered UX design and UI.
There are also those who studied architecture or psychology, careers that seem to have nothing to do with UX and UI, but are actually connected.
This means that if you study computer science, design or even psychology, you can then specialize in this career.
So, how to work on UX and UI?
Get trained. take UX and UI courses, enroll in workshops and conferences, read books and articles on user experience and interface design, study UX and UI success stories. Follow the professionals who talk about UX and UI.
Learn to use the right UX and UI tools. In the next point you will find some of them.
Gain experience in UX and UI. If you are just starting out, you can set up a project of your own. You can also start a project for a friend. This way, you’ll apply everything you’ve learned to a real product or service.
With those experiences, the next recommendation is to create your portfolio. It is important that you know about websites to create a professional portfolio and start showcasing your talent in different media.
Participate in the UX and UI community. You can follow groups on LinkedIn or Facebook, sign up for events, follow UX designers YouTube channels, write articles on Medium, etc.
Be curious and an eternal learner. To be a UX or UI, you need to be someone eager to learn, research and test.
how to optimize the UX design of a website or application?
Since you’re sufficiently informed about what UX/UI is up to this point, you’re probably now curious about how to optimize the user experience on a website or in an app. Let’s summarize it in three simple steps to give you an idea. The first thing you should know is that you don’t need to focus only on the graphic design aspect, copywriting and other no less important factors of UX design.
What you need to do is to focus first on the users (that’s why, in the acronym UX, the “U” stands for first). Think that you are going to give users what they are looking for and in the best possible way. And you will achieve this in several ways that we explain below.
1. Pay attention to the UX flaws on your website
First of all, make sure your website follows the basic principles of UX design. First of all, you are a user yourself, so many performance elements are standard and don’t need you to do a complex and deep study to evaluate them.
For example, have you heard about web design ergonomics? Well, through an accessibility analysis, you can identify important opportunities for improvement such as load time, browser compatibility, color consistency, etc.
2. Inspect the basic principles of UX
In the next step to optimize the UX design of your website, it is necessary to apply basic UX principles:
If after having inspected these UX principles, you determine that the site needs a lot of basic issues to optimize, then you should make the decision to conduct a complete UX review of the site.
3. Do user research
Good thing you weren’t just left wondering what UX is, but also interested in learning how to optimize the UX design of a website or app. In this last step, you will realize that there are many areas where you will need to analyze statistics to establish an effective UX optimization strategy.
To clarify what users are looking for from your site or app, and what will work best for your UI, you need to put several strategies in place:
Heat map (heatmap): this tool allows you to record users through the UI or UI to see where they navigate and which elements they click on.
A/B testing: this is a technique that allows you to test two variations of the same page to see which one has better leads. When you test different structures, texts or functionalities, you can compare the effectiveness of the features between them.
Surveys: another alternative way to optimize a site’s UX design is to interview users to ask them questions about the UI design and its products. In this way, you will see what obstacles and impediments users encounter and then make decisions about them.
User testing: User testing will allow you to see directly how users behave in a given scenario with respect to the UI. This is undoubtedly one of the most effective methods for optimizing the UX design of a site.
what did you think of these strategies to improve the user experience of a site or application? For example, the user experience (UX) in applications like Google is very personalized. Google suggests trips based on location.
Depending on where you are, the search engine suggests possible destinations, nearby restaurants and flights from your city. This personalization adds convenience, ease of use and clarity to the UX. Now, let’s keep learning. how about learning about the history of UX design next, let’s move on!
what is the origin of UX design?
To go to the true root of what UX is, we must go back years ago to the Industrial Revolution. Thanks to the technological advances of the 19th and 20th century, when businessmen were looking for ways to improve their work processes to optimize production time, the first sketches of UX appeared in the world.
Well-known cases are those of Frederick Winslow Taylor and Henry Ford. In those years, there was already a constant concern to investigate the production process and how it was directly related to the interaction of workers and their work elements.
The practice of investigating to find solutions in a production environment was refined into a methodology that was applied based on previous experiences (such as Ford’s) and adapted to new situations.
Donald Norman, an authority in studies related to the field of cognitive experiences and technological products, held the position of User Experience Architect in Apple’s laboratories.
Since then, the term has not stopped expanding into different branches of technology.
what are the most common UX/UI methodologies?
To know what UX is and to know its main components, you should know that there are different UX methodologies that are based on a variety of processes, methods and practices that seek the best ways to satisfy users.
Here are some of them:
According to Oreilly, the classic UX methodology focuses on requirements and deliverables. On the other hand, Jeff Gothelf’s Lean UX methodology proposes to operate UX in an agile environment; that is, accelerating design processes based on users.
The origin of Lean UX comes from Lean Manufacturing, a method implemented by Toyota that sought to reduce the planning and production time of its cars. what did Toyota do? It invited its customers to participate in the production process, paying special attention to their opinions and comments.
what did Totoya achieve with this decision?
It gained more customers.
Reduced planning and production process time.
Significantly improved the quality of the cars.
It increased its responsiveness and was more effective compared to its competitors.
Its objective was focused on following user requirements by eliminating waste that is not useful to them, making the production process more agile and achieving objectives in a shorter period of time.
In UX, human-centered design, it understands the end user by building empathy through user research and experience. It also understands the brand’s objectives by understanding the value to the business.
Just as it is critical for the user to understand the technology, as they can use it and make the most of it, it is also important for the business to focus on getting to know their users and customers.
This action generates a valuable relationship, making the experience more efficient and effective in order to make it meaningful to its end users.
The UX is fundamental for the value chain of a product or user journey, as it ensures that at each stage in which demands and solutions are involved, they provide benefits for the business and consumers, accompanying them in the input and output process.
It is a UX methodology officially implemented at scale by Jake Knapp and Google Ventures. The design sprint is similar to the classic UX method, but is actually much faster and more effective.
what is a sprint? According to Google Ventures, “the sprint is a five-day process for answering critical business questions by designing, prototyping and testing ideas with customers”.
In short, a sprint allows you to get clear data from a realistic prototype in a very short period of time, without having to build and launch it.
Image: GV Design
how to make a design sprint?
Follow these steps proposed by Google Ventures throughout your week and start your UX strategy today:
Monday: map the problem and choose a key place to focus.
Tuesday: outline the solutions to the competition on paper .
Wednesday: make tough decisions and turn your ideas into testable hypotheses .
Thursday: develop a high-fidelity prototype.
And on Friday: test that prototype with real users.
Double diamond methodology
This technique was created in 2004 by the UK Design Council. This type of UX design has a great advantage since it can be performed by both experts in the field and novices who are just starting out. The main goal of this UX design methodology is to solve complex problems by responding to specific needs.
why is it called a double diamond? The diagram that represents this way of employing UX design is rightly represented by two diamond-shaped graphics.
This diagram has four specific phases. The first two deal with the definition of the problem and the hypothesis of possible answers. The second two phases define in a concrete way what the solution will be and implement it through a new UX design. The four phases of this methodology are:
This methodology was born in the United States in 2001 and is based on the planning of the steps to follow but with the possibility of taking the best available alternatives when the time comes. The four values that any UX design project must follow if you want to have this method are:
People interactions before processes and tools.
Working software over exhaustive documentation.
Active participation of the customer during the whole development process.
The ability to respond quickly and creatively to changes and unforeseen events.
It is implemented in five main stages:
Diagnosis: involves the participation of both designers, client and developers . It is based on requirements analysis and brainstorming by the creatives.
Design: includes design documentation and prototyping of the website or app.
Development: is the construction, testing, review and clarification. It is understood as an iterative process that goes back and forth on possible ideas.
Quality Assurance: in various tests and trials, the identification and resolution of defects occurs.
Putting into production and selling.
UX/UI trends, courses and tools
As you’ve noticed, although UI and UX are two different aspects of web design, they work hand in hand. While UI focuses on the design of a website and how users interact with it, UX focuses on the experience web surfers have as they use your products or services. That said, let’s see what the latest UX and UI trends, courses and tools are.
what are the latest UX/UI trends?
2020 was the year where UX focused on user research and understanding. Now, 2021 demands that the UX Designer works hand in hand with the marketing and product development areas.
As we stated, the UX Designer is a multidisciplinary professional who relates to other areas. If you do so, you will be able to understand your users better. Also, knowing the behaviors and reactions of the target allows you to transfer the emotions of the brand in a more professional way.
In this way, UX 2021 aims to generate unique experiences by leveraging the company’s commercial content. reaching this point of market research brings you closer to generating satisfied customers.
what trends does this UX/UI 2021 bring? The protagonist will be the empty space. you know, if you have visual products that are too cluttered, users get confused and distracted instead of focusing on something specific.
Because of the above, here are 3 UX trends you should have on your radar if you intend to launch a website for your brand or your startup idea.
As we mentioned earlier, one of the trends in user experience consists of empty spaces.
Minimalism has had an important role in recent years not only in web design, but also in the design of applications and even the design of video games.
For this reason, designing a web page that contains few elements and does not saturate the viewers’ eyes will be of great importance to motivate them to continue browsing.
Perhaps the clearest example of minimalist web design can be identified in Apple, since each element of its official website has an adequate space and a proportion that generates visual comfort.
Imagine entering a web page and noticing that, while browsing it, you can interact with the elements on screen as if it were a video game. UX and UI trends are intended to directly involve users and encourage their participation through dynamics within their interfaces.
Although this type of interface design requires a higher level of complexity, we assure you that they will have a positive impact on Internet users. A good example is the website of Prometheus, an environmental sustainability company whose navigation experience is a visual journey that tells a story through dynamic animations.
This process is known as brand storytelling and it is important that, in addition to using it as content for social networks, you consider the possibility of storytelling with interface design.
Interfaces with movement
Whenever we enter a website it is common to scroll with our mouse and notice that the scrolling is carried out vertically. This is not a surprise, since this is how most pages work. However, think of an interface in which, when you want to scroll in any direction, you discover that everything changes color and position.
This trend in interface design and user experience consists of designing web pages with moving elements. We are not referring to videos or animated characters in the home page, but to an interface design that changes its appearance when you press a button to show you new information.
This will greatly motivate users to keep their interest in browsing the page and want to explore every corner of it. We recommend you to visit waaark’s website, a creative studio that applies the above mentioned to the letter.
The best courses to learn UX/UI
You’re almost ready to create your first UX design. feel like you’re missing some training? Check out our online courses and choose the right one for your needs.
UX & UI Fundamentals Online Course
If you are just starting out in the world of UX and UI, this introductory course is ideal for you. In addition to learning the importance of user experience design, in the UX/UI fundamentals classes you will see the following activities
You’ll move your ideas from sketch to sketch and start making low-fidelity and high-fidelity prototypes.
You will discover how to do the research and create the journey map in the UI creation process.
You will review usability issues in UX to enhance the user experience.
You will learn the basics of UX UI and understand the difference between the two.
Free and Paid UX/UI Tools
We already talked about the different UX design methodologies and the importance of prototyping in each of them. Here we leave you with a series of free tools that will be very useful when creating your own designs.
This tool for prototyping web page and application interfaces is available for Windows, Mac, iOS and Android operating systems. Although its paid version is not very expensive, with its free version you will be able to do much more than you can imagine. It has two main panels that will allow you to develop your UX designs.
In the dynamic panels you’ll be able to place the elements you want in each area and thus simulate buttons, tab changes and other contents. In the events section you will be able to indicate actions on the events you have just created.
If you are just starting out, this tool is ideal for you to practice your first UX designs. With its trial version you can create up to five projects from start to finish and start creating from scratch. the best thing about Invision? It’s extremely intuitive and also professional: you can synchronize it with Illustrator and Photoshop!
This web-based tool allows you to create wireframes, mockups, diagrams and prototypes while collaborating in real time with the rest of your UX design team. While you can create your account for free, to take advantage of all its benefits you’d better subscribe to some of its paid options.
A great advantage of this tool is that it has already designed components that will allow you to make your UX product sketch faster. Also, you don’t have to install it on your computer, so it doesn’t take up space.
A prototyping tool for UX Design
It is a UX design tool ideal for creating interactive prototypes, design systems and documentation.
UXPin offers you a more realistic experience through animated interactions to experience your product as if it were real.
Some of its functions include: variables, conditional interactions, expressions, interactive states, data generator, etc. With UXPin you can go from lo-fi to hi-fi in seconds using pre-built customizable elements from its UI libraries or imported elements from your own Sketch library.
Its modern and intuitive editor makes UXPin’s learning curve easy, so no extensive training is required to start designing in UXPin.
Everything created in UXPin is based on html, css and js code, i.e. the same technology developers work with, so your code will always match your design.
An analysis tool for UX Design
A useful UX design tool that analyzes website visitor behavior with heatmaps, Clicktale transforms all customer interactions into insights and visualizations to strategically optimize your site for maximum ROI.
It also allows you to devise and run A/B and multivariate tests based on intelligent data driven by user behavior.
With Clicktale you can recreate in-page browsing behavior patterns, analyze fill times and record user sessions anonymously.
A session recording tool for UX Design
This tool records users on websites and mobile apps with features that allow you to find useful information even in thousands of recordings over a short period of time. This makes it one of the most attractive UX Design tools.
Thanks to its retention charts, you can discover patterns in user behavior and identify when they have difficulty adopting new features. Retention charts are the best way to accelerate loss reduction and focus on helping your current users.
With Smartlook, you can create funnels from any event and view funnel stats immediately after setting it up, recordings are also immediately available. You can even see people who abandoned the funnel or have questions about a form field.
7. Adobe Target
A UX Design tool for A/B Testing
A tool that is part of Adobe Marketing Cloud, it is presented as a solution that has everything you need to “tailor and personalize the customer experience to maximize revenue from web and mobile sites, apps, social media and other digital channels.”
Among its features, Adobe Target allows you to do A/B and multivariate testing on any channel at any time. Its AI-driven automation at scale will help you run personalized tests on a per-visitor basis.
A tool for UX Design used by Google and Amazon
This is a remote user research platform that allows you to make better design decisions based on validations (without much effort) with real users.
With UsabilityHub you will be able to test interfaces, interaction flows, iconography, etc. Its functions are designed to help you create intuitive and pleasant experiences for users.
If you are a digital marketing analyst, UsabilityHub will provide you with the tools to adjust landing pages, messages and everything that helps optimize conversion rates in marketing campaigns.
It is also a very useful platform for Product Managers, as it facilitates decision making. This way, you can make sure you offer the right features to the right users.
Now that you know what is UX and what is UI, are you ready to start your web design adventure? As you may have noticed throughout this article, these disciplines are increasingly necessary for brands that want to provide enriching experiences.