Frequently Asked Questions


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UI stands for user interface while UX means user experience. In simple words, UI design defines the look of your website - the appearance. UX on the other hands, defines the feel of your website - how it works. Often used in correlation, UX is the base on which your UI is built.


To understand UI/UX design in the simplest detail possible, see The Yellow Cycle .

Heuristic evaluation is a process where designers refer to the industry best & established evaluation method to assess the usability of any product. There are ten commandments, known as the Nielsen-Molich heuristics, that help designers set a benchmark for good user experience design.

Heuristic evaluation helps create a checklist of things that need to be improved. It’s an industry and expert-verified method because it creates a very neat & detailed instruction manual for a good user experience.

A product may have many features or offerings. Categorizing it for the users' benefit so they can find what they are looking for, as easily & effectively as possible, is what determines good UX design.

Card sorting is one of the methods that help in defining an information architecture that bridges the gap between stakeholders' and users' needs. In card sorting, different features/offerings are labeled individually. Then users sort these labels into groups as per their understanding/convenience.

Card sorting helps us understand users' mentality and design a product that suits their needs.

There’s a stark difference between copywriting or content writing and UX writing. Copywriting is pure advertising, aimed at writing content that sells. Content writing is written with the purpose of either educating or entertaining your users.

UX writing is a mixture of both and, most importantly, contextual. UX writing is about understanding who your users are and writing in a tone that they not only understand but are compelled to take action by.

UX writers have to understand their users reading patterns and habits. Internet has changed people’s reading habits and it becomes a UX writer’s job to understand that in order to cater to it.

All this along with maintaining the brand’s language while catering to users' needs.

In short, UX writing is more detailed, focused, and intent-driven than copywriting or content writing.

POC stands for proof of concept. It means a visual, interactive representation of your product. For a POC to be designed, a kickoff meeting with stakeholders/decision-makers is conducted to get a clear understanding of the product’s requirements. After an analysis from the agency, POC provides a clear picture of the idea from a product perspective and its features.

UX workshops are crucial and essential to any project; establishing a strong base is important. To make sure UX workshops are conducted to your and our satisfaction, we send our special team of UX workshop experts.

This team includes our Design Head (Amit Bhambere), UX lead (Palak Jadhav), a couple of UI & UX designers, and the project manager. Every person has a specific task that contributes to making the UX workshop as inclusive and focused as possible. Since we are believers of user-centric design, we try to curate every workshop with personalized attention, with seasoned people.

And of course, for that to happen, your stakeholders have to be there.

FinteD is our first official effort at making the world more design-inclusive. We sincerely believe that design is the invisible hero, everywhere. And we prefer it that way, because as Paul Rand said, “Design is the silent ambassador of your brand.”

But we also want people to know that it has to be there. The hero who silently lets the story run. Since fintech dominates our work portfolio, we started with it. FinTech, as you might know, stands for finance and technology. We added design to it and made it FinteD - finance, technology, and design.

Read it in detail here.

Competition analysis is where we determine the quality of other brands in the similar domain as yours. Our team of designers lists down all the brands that are your direct competitors - if you have any of your own, you can share that with us as well. Then we do a thorough usability check on their products to determine what works best for them and what doesn’t.

At the end of this analysis, we provide you with a report that has a detailed and analytical review of our findings.

Please note that a competitive analysis doesn’t entail a market analysis. Our competition analysis purely revolves around design and experience.

Simply put, A/B testing is a pure quantitative research method where users are shown two versions of the product’s design - could be something as small as a CTA or it can be an entire page - where the data is generated on which version they prefer.

Think of A/B testing as users' approval of your designs.

A UX writer is involved in the project right from the beginning. It’s essential for them to be part of every project discussion to understand the mindset of the stakeholders, users, and designers. UX writers work in collaboration with UI & UX designers to understand the project needs and progress.

Content is written in sync with the design. Content can influence design to change or vice versa, depending on the ratio of importance.

Designing a product is a complex task. It has to go through a long and detailed process of understanding the challenge, users’ pain points, brainstorming on possible solutions, designs, tests, iterations, and so on and so forth. This process is not only long but also effort-consuming and costly. Startups might not have the capital or the manpower to go through this at the initial product launch, and in such cases MVP comes to the rescue.

MVP, short for minimum viable product, is the most basic, stripped-down version of your final product, with only its key features. MVPs are useful and cost-effective to understand the response, feedback, possible challenges, and solutions. It can be used to test and analyze the working of your product before it is launched full-fledged into the market. Think of it as a soft launch of your product.

Since UX audits are purely about design and experience analysis, a team of experienced UI & UX designers conducts these audits. If need be, according to the scope of the project, other departments - like development, content, visual design, etc. - are included in the audit for detailed takeaways.

SEO is not part of UX writing. UX writing is about writing user-centric content while SEO makes the said content discoverable for search engines. But, they do go hand-in-hand. At the end of the day, discoverability matters.

So the job of UX writing is to allure the users, while SEO does the job of alluring search engines. We have a writing team who takes care of both parts, in case that’s what your project scope demands.

UX or Design Thinking workshops are essential in clearing out the expectations from both the client and agency side in the very beginning. These workshops are carefully crafted for each client based on their requirement, which involves rigorous brainstorming sessions to understand product goals and user needs. Based on the data gathered in the workshop, we are better equipped to create a plan of action to move ahead in the project smoothly.

Contextually, a UX workshop is conducted at the beginning of a project. This project could be a redesign or a new product launch altogether. Anytime you are looking to refocus your perspective on your product’s experience, a UX workshop will help you move forward.

Anytime you see the scope for improvement in any product, it should start with a UX audit. Ideally, it would be beneficial for companies to conduct UX audits on a periodic basis. UX audits should be like regular health checkups to maintain a good experience of your product.

Realistically, UX audits are conducted when a product moves to the redesign phase. Or in the case of startups, when the product needs to be launched in the market, moving away from its MVP stage.

Microcopy is that tiny piece of content you find on any website or app. From the text on CTAs, error & popup messages to hint texts, every piece of content that establishes trust with the users is microcopy. Microcopy has 3 aims: to make users feel comfortable, solve their doubts/concerns, and inform them of their actions.

We add another purpose to it: delight. When you make microcopies delightful, it creates an experience worth remembering - in a good way.

Microcopy has to be brief, contextual, action-oriented, and direct.

A scope definition is a document that defines the timeline, efforts, resources, and scope of work involved in a project. This document is often used to help the client and the agency to get clarity on what is expected to be followed and delivered. It also helps to set the commercials to justify each and every effort put in by both the client and the agency.

Low & high-fidelity wireframes in UI/UX design are different stages of designing an app or website, which designers follow to bring the ideas to life onto the screen. Once the concept and plan of action is clear to the agency, designers start working on low-fidelity wireframes. These are basic sketches that portray the placement and layout of your product’s design. Low-fidelity wireframes are effective deliverables that can be sent for quick feedback to the client.

Based on the iterations, high-fidelity wireframes are designed. These are the final, refined designs of your product that can be sent ahead for prototyping to give you an idea of how the product will look and feel.

Information architecture is the stage in design where a blueprint of your product’s features is laid out to understand the information/content layout. It helps to get a clear picture of all your features and where they are going to be placed. This defines the importance of your features and avoids any loopholes in user experience.

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