UX design
User Experience Design
In short
UX design shapes how using something feels: the route a person takes, how many steps it costs, and how they know they are on track. It answers whether someone reaches their goal — not whether they like the look. Visual design is part of it, but the smaller part.
How it differs from the visuals
UI is how it looks. UX is how it ends. A handsome page with a seven-field form loses people; a plain page with three fields keeps them. Both are design, applied at different points.
The test for it is uncomfortable and cheap: sit somebody who has never seen the page in front of it, give them a goal, and say nothing else. What they click first tells you more than any internal debate about colour.
The mistake we see most
Expecting a redesign to bring enquiries. In most cases we look at, the problem sits one level up: within the first few seconds the visitor cannot tell who the offer is for or what it solves. That is not a design question, it is a question of what you are saying.
A new layout laid over an unclear message produces a better-looking unclear message. Which is why positioning comes before the mockup, not after it.
What Switzerland adds
Two languages are a design problem, not a translation problem. German labels routinely run a third longer than English ones; a menu that fits in English wraps in German. Discover that while filling the design in and you build it twice.
Then there is the handling of address and price: amounts in CHF, forms that take a Swiss address and phone number without a fight. Small things that together separate «built for me» from «lifted from somewhere else».
How we handle it
We design the journey before the surface, and test it against real tasks rather than taste. Context: brand identity and ALPENIQ Studio.
The question we open with: what should this person do on this page — and what is stopping them today?
Related terms
A term in your quote that nobody explained?
In a strategy call we translate the offer in front of you — even when it did not come from us.