Having a digital presence – on the web or within a mobile application – is important for an organization of any kind. According to a recent IDG study, 63% of organizations say delivering an excellent customer experience, as measured by customer satisfaction scores, defines their success as digital-first businesses. Dynamic user experience, attractive interface design, and user centric content are what companies rely on to promote their web and mobile apps, and this is where UI and UX come into play.

UI and UX design are often confused and used interchangeably as design lingo. They are often described as doing the same thing and usually placed together into a single term – UI/UX design. Although they work closely together, their roles are quite different from each other.

What is UX?

UX, or user experience, is a user-centric way of designing products. Don Norman, cognitive scientist and co-founder of Nielsen Norman Group Design Consultancy, describes user experience as something that “encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”

UX research applies to anything that can be experienced, including digital and non-digital experiences. User experience refers to the way users interact with the product or service. For experienced UX designers, their job is to do diligent research and go through each step of the UX process to understand the user journey of the product, from the beginning when the user first experiences the product, to the end-user experience. When creating user-centric solutions, designers should consider different elements that shape the user experience design, including how it makes users feel and the user flow – essentially how easy it is for users to accomplish their desired tasks. UX design is an iterative process!

What UX Process does Pace Creative Use When Working on Projects?

When working on a client’s project, we take the user experience process very seriously. Take a look at the extensive and comprehensive step by step process we go through to ensure optimal user-centric design below:

What is UI?

User interface (UI) design is the process web designers use to build interfaces in software or computerized devices, focusing on looks and aesthetics. UI design is more concerned with the surface and overall feel of a design. It is a craft where the web designers build an essential part of the user experience.

A UI web designer focuses on the look and feel, the presentation, and the interactivity of a digital product. For example, in designing a mobile application, one thing that the UI designer should be concerned with is creating touch controls and interactive interfaces for smaller screens, like for mobile and tablet devices.

What UI Process does Pace Creative Use When Working on Projects?

Here is the step-by-step user interface design process our web team goes through when working on UI projects:

How do UI and UX work together?

UX design is all about the overall feel and journey of the experience and user flow, while UI design is focused on how the product’s interfaces look and surface. In other words, UX has the skeleton of the product mapped out, whereas UI creates the skin and brings it to life.

It’s a very collaborative and iterative process, as the UX designer is working on the flow of the product, how buttons navigate the user through tasks, and how the interface serves the purpose of the user, while the UI designer is working on how all the interface elements will appear on the screen, creating a rich user experience.

Why should your company invest in UI/UX?

UX is a very good investment! Did you know that, according to Forrester, every $1 invested in UX can translate into $100 in ROI (in other words, a 9900% return rate)?

Here are 4 main benefits of investing in UI/UX when working on content marketing initiatives to ensure business goals will be met:

  1. Improves customer acquisition: The first experience a user has of your app or product is vital. Having an aesthetically pleasing, user-centric product with intuitive features will attract and build trust with your users.
  2. Higher conversion rates: Whether your goal is increasing email sign ups, contact forms, or lead generation, having UI/UX designs that match your business goals and user profiles will guide users to meet your end goal.
  3. More user interactivity and engagement: Creating a design based on a well-researched user persona and journey will help guide and motivate your users towards a particular action. Every UI/UX design should be instructive, with a clear and direct goal in mind that aligns with the business objective.
  4. Optimizes development costs and time: A well designed UI/UX product will best based on the result of user research, include informational design, and involve wire-framing, several rounds of prototyping, and extensive testing of the functions. Hours are spent polishing an app before it even goes into development. This ensures that the development process is efficient and the results fulfill the project objective.

How Does Pace Creative Use UX/UI Best Practices for Client Projects?

The following are examples of user experience and user interface design for mobile applications projects that we have created for clients in a wide range of industries, including healthcare and medical devices, pharmaceutical, and SaaS (Software as a service) companies.

Grifols – Sales Team Support App

We recently worked with Grifols’ CMO to build their brand awareness and increase ROI for a new product launch. The key challenges were:

  • Lack of an articulated marketing strategy
  • Inadequate expertise in online and digital marketing

Chris, the marketing manager at Grifols, asked Pace Creative to develop a mobile application to support the sales team during face-to-face meetings. The main purpose of the application was to provide instant data to convince customers that Grifols has the best solution and promote the call to action: “inspire to buy!”

Grifols’ biggest competitor had managed to launch 2 automated systems and were aggressively marketing them and targeting Grifols’ customers. Pace Creative developed a digital content marketing strategy to ensure application content and mobile UI and UX design are aligned with the Procleix brand and is visually striking enough to stand out against the rest of the industry.

Pace Creative analyzed the company’s products major selling points. To emphasize size, efficiency, workflow, and hand-off time of the Grifols machines, we developed an expandable multi-platform app that can be used on tablets, computers, website, and congress applications. The content was reusable for procleix.com in addition to being available to work on and offline. The application was ultimately focused on easy user-centric interface for the sales team to use during demonstration.

As a result, the mobile application is currently adopted by 100% of the sales team in North America. The app is such a success that other divisions of Grifols Global has requested for the app to be translated. So far, the app has been translated to Spanish.

BD – Hazardous Drug Check App

As part of a campaign around hazardous drug safety, Pace Creative worked with BD’s product marketing manager to build brand awareness for their new product launch for the marketing campaign.

BD is a global medical technology company that is advancing the healthcare industry by improving medical discovery, diagnostics, and the delivery of care. The company provides innovative solutions that help advance medical research and genomics, improve medication management, promote infection prevention, equip surgical and interventional procedures, and support the management of diabetes. Pace Creative worked with BD on the design and development of an intuitive and easy to use web-based sales tool to allow BD customers and sales reps to help facilitate the conversion to NRFit products, one of their leading lines of products.

The key challenges to tackle were:

  • Differentiating BD from a crowded industry market
  • Developing a sales enablement to schedule demos with MQLs

To increase their conversation rate and marketing ROI, the VP of Marketing asked Pace Creative to design and develop a dynamic user experience and intuitive web-based sales tool to support sales enablement. The tool would allow BD customers and sales reps to facilitate the conversion from their existing provider to NRFit products.

The tool is a customized calculator that allows sales reps and customers to input historical sales data to facilitate purchase volumes for associated NRFit products. Using the proposed workflow as a guide, Pace Creative created an organized site map and wireframes for the tool that was inclusive for all user types. Upon approval of the workflow, Pace Creative worked closely with BD to finalize the graphic design of each page and each key stage of the tool, adhering to BD branding guidelines.

As a result, the mobile application has been used by the sales team and has been a large success in North America. Our engaging user-centric solution for their online sales tool helped BD’s sales team increase their conversion rate substantially. We are now working on translating the app into Japanese, French, Spanish so that the app can be used by sales teams globally.

Broke – User Acquisition App

We worked with Broke’s CEO to develop an application to raise brand awareness and meet revenue targets. The key challenges to tackle were:

  • Improving user acquisition by converting leads from their existing website
  • The organizations lack expertise in online and digital marketing strategies

The CMO of Broke asked Pace Creative to develop an application that will be used by three different user personas with three separate customer journeys.

We developed an all-in-one app to connect customers and businesses, that works in tandem with Broke’s social media to acquire new followers and create a community.


As seen in our examples above, our team has exceptional experience with designing user-centric interfaces and user experiences for mobile applications, working with clients from a set of diverse industries. Make sure to read our blog posts on the five latest web design trends, the what’s and how’s of marketing technology, and the ultimate guide to creating a B2B video to learn more about similar topics.

Ready to build your own dynamic, user-focused mobile application? Reach out to us to learn how we can bring your mobile application to life and help boost your business to the next level.

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