Understanding UI ( User Interface ), UX ( User Experience ) & CX ( Customer Experience ) in context with Left brain Right brain theory By Atalbihari Baddar

1. Understanding
UI (User Interface),
UX (User Experience) &
CX (Customer
Experience)

2. UI - User Interface
 UI design focuses on visual design or skinning the wire-frames,
where the creative designer plays with colours, shapes, layouts,
typography and more
 UI design is related to branding, colours, typography, iconography.
 Branding related aspects are referred from a brand guidelines
document
 A digital first brand OR a brand looking at aggressive digital
transformation should focus on a separate dedicated online brand
guidelines document
 UI is all about what the customer sees & feels
 UI is more Right brain, a work related to emotions, creativity,
intuitiveness, imagination and free flow

3. UX – User Experience
 UX starts with research followed by analysis and strategy.
 It is about finding solutions, documentation, dealing with
Information Architecture, Data, Wireframes, Prototyping,
Decision making & similar logical attributes
 UX defines the structure of the product, funnels, scenarios,
data flow & development plan
 UX is all about how the customer thinks & acts to complete
the goal
 UX is more Left brain, a work related to Logic, Reason,
structure, linear and functionality

4. The Left brain & Right brain theory in context to UI & UX
Left brain Right brain
Logical
Reason
Linear
Functional
Structured
Emotional
Creative
Intuitive
Imaginative
Free flow

5. CX – Customer Experience
 UI + UX + Data + Advertising + Branding + Sales
process + Business strategy + Pricing + After sales
service + Support and other things result in effective CX
(Customer Experience)
 Effective CX is often result of balanced Creativity (Right
Brain) and Logic (Left brain) applied during application
design

6. UI, UX & CX - Putting together
CX
UX
UI
UI design focuses on visual
design or skinning the
wireframes, where the creative
designer plays with Colours,
Shapes, Layouts & Typography.
UI is more Right brain, a work
related to Emotions, Creativity,
Intuitiveness, Imagination &
Free flow
UX starts with research followed
by analysis & strategy. It is about
finding solutions, documentation,
Information Architecture, Data,
Wireframes, Prototyping &
Decision making.
UX is more Left brain, a work
related to Logic, Reason, Structure,
Linear & Functionality
UI + UX + Data + Advertising + Branding + Sales Process +
Business Strategy + Pricing + After Sales Service + Support
result in effective CX

7. Building blocks of a SMART application
S Sound, Safe & Scalable
M Measureable &
Modifiable
A Attractive & Accessible
R Revenue & Revenue 
T Targeted & Turnkey
+ =