1. What is UX design? Definitions and key concepts
Le UX design (User Experience is a design method centred on end users. It is based on an iterative and collaborative approach between the stakeholders in a project, with the aim of responding to a precise need based on a clearly identified problem.
“User experience encompasses all aspects of how end users interact with the company, its services and its products.”
- Don Norman
Understanding this scope is essential: UX covers everything from the first time a user hears about a product, to their interaction with it and even the emotions felt after use. It's a hybrid discipline that combines psychology, technology, business and design.
UX vs UI
Although often confused, UX and UI are two different concepts. UX design focuses on the whole experience: how it works, flows and feels from the user's point of view. UI (User Interface) concerns visual and interactive elements such as buttons, colours, typography and page layouts.
Think of UX design like the architectural plan of a house, and UI like paint, furniture and decoration.
User search
This is the basis of UX work. It involves gathering in-depth insights into user behaviour, needs and motivations through interviews, surveys, usability tests and observation.
The aim is to understand what users really want, beyond what they express.
Personas
Personas are fictional but realistic profiles representing key user segments. Constructed from real data, they include demographic information, goals, frustrations and behaviours. They keep the user in mind at every stage of the design process.
User journey maps
These maps visualise the steps a user takes to achieve an objective within a product or service. They show the emotions, thoughts and friction points at each stage. They are a valuable tool for identifying obstacles and optimising paths.
Wireframes and prototypes
Wireframes are low-fidelity, functional mock-ups showing the structure without any decorative elements. Prototypes are more elaborate, interactive versions used to test ideas before development.
These tools allow you to iterate quickly and gather feedback early in the process.
Usability testing
It involves observing real users interacting with an interface to identify problems and validate hypotheses. We don't ask the question “Do you like it?” but rather :
“Did you manage to do what you wanted to do? Was it simple? What blocked you?”
2. The UX design process: key stages
UX design doesn't follow a straight line. It's a circular, iterative process, with each stage feeding into the next to ensure that the final solution really does meet user needs.
Here are the main phases of an effective UX process:
Research → Definition → Ideation → Prototyping → Testing → Implementation → Iteration
Search
We start by understanding users: their expectations, frustrations, objectives and behaviour. Interviews, surveys, tests, benchmarking and observations provide valuable data.
A good UX designer acts like a detective.
Definition
The information gathered is synthesised to formulate a clear problem. Patterns are identified, and empathy maps, personas and “How could we...?” questions are created, paving the way for creative ideas.
Ideation
This is the time to produce as many ideas as possible, without judgement. Techniques: brainstorming, sketching, brainwriting, Crazy 8...
Here, quantity takes precedence over quality, because a crazy idea can lead to a brilliant solution.
Prototyping
We select the best ideas and turn them into rapid prototypes: paper mock-ups, interactive mock-ups in Figma, and so on.
The aim is to carry out low-cost tests to validate or correct hypotheses.
Test
Users interact with the prototype. We observe what works, what blocks, what frustrates. Even a remote test on Zoom can be enough.
What counts is honest, usable feedback.
Implementation
Once the adjustments have been made, the designs are developed. The UX designers work closely with the developers to ensure that the user experience remains faithful to the final product.
Iteration
The work continues after the launch. We measure, we test, we improve.
UX is a never-ending cycle of continuous improvement.
3. A typical day at a UX workshop
The UX workshops enable multi-disciplinary teams (designers, developers, stakeholders, sometimes users) to align and make decisions quickly.
Here's a typical day at a UX workshop:
Morning - Background and objectives
We begin with introductions, the day's objectives, and a reminder of the user's problem. The facilitator creates a climate of trust and openness. Then comes a phase of empathy: review of personas, user quotes, journey maps, etc.
Late morning - Generating ideas
Using methods such as “How Might We”, silent brainstorming or Crazy Eights, the team generates a wide range of ideas.
The aim: to explore, without censoring.
Midi - Selection and refinement
After the meal, it's time for convergence: ideas are grouped together, selected and solutions sketched out. Groups work on routes, models, scenarios, etc.
Afternoon - Rapid prototyping
A rapid prototype is built (paper, Figma, etc.). The aim is not perfection, but to simulate a sufficiently realistic experience to be tested.
End of day - Tests and assessment
The prototype is tested (role-playing, rapid user testing). Friction points are identified. We finish with a collective debriefing, the key learnings and the next steps.
4. KPIs and UX indicators
Designing a good UX is not enough: you have to measure it. Here are the key indicators monitored by UX professionals:
- Task success rate: % of users completing a task without error.
- Time to complete a task: interface efficiency.
- Error rate: frequent errors indicating a design problem.
- SUS (System Usability Scale): usability score based on a standardised questionnaire.
- NPS (Net Promoter Score): measures loyalty and satisfaction.
- Retention and engagement: frequency of use, time spent, return rate.
- Satisfaction (CSAT): score given after an action or interaction.
- Qualitative feedback: comments, interviews, tools such as Hotjar or UsabilityHub.
The key is to link these indicators to business objectives, and to use a UX dashboard for a complete overview.
5. UX trends in 2025
Here are the key UX trends to be continued in 2025:
- Personalisation through AI: interfaces that adapt in real time to user behaviour.
- Voice and conversational interfaces: assistants, chatbots, voice-activated appointment booking.
- Inclusive and accessible design: dark mode, voice navigation, adaptable sizes, etc.
- Micro-interactions and animations: to guide the user and improve understanding.
- Augmented reality UX (AR/XR): retail, training, immersive product visualisation.
- Ethical and responsible UX: data transparency, combating dark patterns.
- DesignOps: coherent design systems across large product teams.
6. Launching a UX career
You don't need a design degree to get started. Curiosity, empathy and practical experience are the cornerstones. Here are the steps to get started:
- Mastering the basics: psychology, information architecture, UX laws.
- Learning the tools: Figma, Sketch, prototyping, collaboration.
- Create a portfolio: even with personal or voluntary projects.
- Networking: LinkedIn, UX communities on Discord, Slack, events.
- Be prepared to fail and learn: UX is a process of trial and error.
- Apply relentlessly: internships, freelancing, junior UX. Emphasise your approach, not just the visual rendering.
Conclusion & Call to action
UX design is more than a profession, it's a state of mind. It's a method for solving real human problems, with empathy, method and iteration.
At iterates, We work with individuals and companies to design useful, high-performance digital products that focus on people.
Ready to create or improve your product?
Book a free consultation and let's get your UX project off the ground together.
Don't hesitate to read our latest article on UI/UX trends.
