User experience design.
UX (user experience) is about solving problems for the end-user. It's about the feeling of using a product, system or service. You want the user to trust your website and feel confident and in control.
Research crucially underpins UX design. Robust and focused research is fundamental to understanding the user problems you're attempting to solve. Helpful research forms include competitor analysis, stakeholder interviews, surveys and usability testing.
By analysing the research stage's data, you can articulate the user problems you're attempting to solve. You must create affinity diagrams and customer journey maps (information architecture) and incorporate learning from your ICP and buyer personas.
User interface design.
Much work is required before website design can begin. You must carefully consider the structure and intended user flow. Moreover, you must define a clear site structure, a user interface, screen layouts and interactions to provide smooth, intuitive navigation and on-brand visuals.
A prototype is a simulation closely resembling the final product; it is used for testing and approval before the build and launch. The goal is to test design ideas before sinking time and money into the build. Prototyping is essential for resolving usability issues before launch. It can also reveal areas for improvement.
Developers take approved prototypes and code them into the HubSpot CMS, establishing links, metadata, browser testing, speed testing, integrations and analytics tools until they are ready to start ongoing growth-driven design (GDD) cycles.
With GDD, post-launch design decisions use data and customer insight from your ongoing live-website analysis to drive engagement, conversion and growth. Using GDD, you add to (and subtract from) your website in an agile way, planning and developing new functionality in cycles of continuous learning and improvement. It's an agile, customer-focused approach to maximising growth that is increasingly relevant for unpredictable and uncharted commercial times.