I’m Sara Seixas, a UX · UI Designer based in Oporto, Milan, London, Coimbra who is on the path to excel at user research.

UX Design is user-centred design, an iterative process where you take an understanding of WHO is using the product and their context, WHY the users are motivated to adopt the product, WHAT people can do with a product—its functionality, and HOW to create products with which users can form meaningful experiences in an accessible and aesthetically pleasant way.

User Interface design is deeply intertwined with usability and how the user interface can predict user’s needs, covering whether the system is easy to learn, enjoyable, preventing errors and frustration-free and when appropriate, can convey personalised and immersive experiences. A great UI design also communicates the overall feel of brand values and reinforces users’ trust.

With a holistic point of view, it is imperative to identify the full spectrum of situations where users/customers can interact with brands and their products when analysing all users and the context of the use of the service/product. Identifying all actors, props, associates, and processes needed to provide a certain service/product is crucial. By empathising with all stakeholders in their context of use, the touchpoints, barriers and critical moments between users and product are identified and assessed.