In-app feedback form as an example of UX improving customer retention and satisfaction

How Good UX Design Improves Customer Retention on Apps and Websites

by with No Comment UX Design

Why UX design and customer retention are directly linked

Customer retention isn’t just about discounts or loyalty programs. It starts with how easy, enjoyable, and reliable your digital product feels. When users can achieve what they came for without friction, they stay. When your app or website is slow, confusing, or visually inconsistent, they leave, often for good.

Studies consistently show that 88% of users are less likely to return to a website after a poor experience. In mobile apps, the average 30-day retention rate hovers around 19%. These aren’t marketing problems; they’re UX problems. Every time you simplify navigation, reduce loading time, or make onboarding intuitive, you directly increase customer retention.

Good UX builds trust and predictability. And trust is what keeps users coming back long after the first click.

Understanding customer retention in the UX context

Customer retention is the percentage of users who continue using your app or website after their first visit. In UX terms, retention reflects how well the design meets real human needs, speed, clarity, feedback, and flow. A retained user is not just loyal; they’re satisfied, confident, and emotionally comfortable with the product.

Research from Bain & Company indicates that increasing customer retention by just 5% can lead to a 25% to 95% increase in profits. That’s the compounding effect of good UX; it not only saves acquisition costs but also maximises the value of every interaction.

The UX factors that influence user loyalty

User experience shapes every small decision a visitor makes. If the design is helpful, fast, and visually clear, retention improves automatically. The following elements have the strongest impact on customer retention across apps and websites:

1. Onboarding and first experience

The moment new users engage with your product matters more than most think. According to a 2025 report from ZipDo, 69% of customers are more likely to stay with a company for 3 years if the onboarding is great.

Another research states that brands with a smooth, intuitive onboarding flow retain 50% more customers than those with complicated or delayed onboarding. Streamlining this initial interaction has a significant impact on long-term retention.

2. Performance and page speed

Speed is one of the most measurable paths to higher retention. A study of webpage speed shows that 53% of mobile users leave if a page takes more than 3 seconds to load.

Even slight delays matter: every second of delay can reduce conversion by around 7%, and slow performance correlates with higher bounce rates and lower repeat usage.

Page Speed Insights by Google to analyse the speed of your website to improve customer retention

3. Navigation clarity

Misplaced menus, confusing flows, or unclear labels force users to think while navigating. When users must hunt or guess what to click next, frustration builds. While explicit large-scale statistics on navigation clarity are less common, studies in mobile usability repeatedly show that clarity in navigation increases task success, reduces errors, and indirectly boosts retention. (For example see UI/UX experiments in incident reporting apps).

4. Consistent visuals and micro-interactions

Consistency (in typography, layout, visual style) and micro-interactions (hover states, button feedback, progress indicators) increase perceived reliability. Users feel more confident when UI behaves predictably, which improves user loyalty. Though harder to isolate in stats, industry case studies often show retention improving after UI refreshes that increase consistency + reduce “unexpected surprises.”

5. Error handling and feedback

When users hit errors, network failures, form validation issues, or broken links, how the design responds affects whether they leave or stay and try again. Clear inline error messages, recovery paths, loading states, and fallback screens all reduce drop-offs. Again, empirical UX research (usability studies) repeatedly connects better  error/feedback design with lower support/resignations and higher retention.

How to improve customer retention through UX design

Customer retention doesn’t happen by chance. It’s the result of design decisions that make users’ lives easier every time they interact with your app or website. When each step of the experience feels smooth and predictable, people stay longer, engage deeper, and return more often.
Let’s go over the UX actions that directly influence retention and how they work.

1. Reduce friction in critical user journeys

Every unnecessary click, field, or unclear instruction increases the chance of losing a user. The goal is to remove all friction from the journeys that matter most, sign-up, onboarding, and checkout.

Here’s what that looks like:

    • • Keep forms short and simple. Ask for only what’s necessary; you can always collect more data later.

    • • Add progress indicators during multi-step tasks so users know how far they’ve come. This small change alone can lower drop-offs.

    • • Offer guest checkouts or quick sign-ins (Google, Apple, or OTP) to avoid login fatigue.

    • • Provide contextual help or tooltips right where confusion might arise instead of redirecting to FAQs.

A study by Baymard Institute found that 17% of online shoppers abandon their cart purely because of a long or complicated checkout process. Simplifying these flows can lift conversions and retention.

When users experience success early, finishing their first purchase, completing their setup, or exploring key features, they form a habit of returning.

2. Build for speed and responsiveness

Speed is one of the most underrated drivers of customer retention. Users subconsciously associate faster interfaces with reliability and professionalism.
According to Google, if a site takes longer than 3 seconds to load, more than 50% of users leave immediately.

To keep performance high:

    • • Compress images and videos using modern formats like WebP or AV1.

      • Preload the content that appears above the fold so users see something instantly.

    • • Use lazy loading for non-critical elements like secondary images or embedded media.

    • • Regularly test mobile responsiveness; most drop-offs happen when mobile layouts break or feel clunky.

    Remember, people don’t consciously praise your app for being fast, they just stay because it doesn’t frustrate them.

3. Personalize experiences

Personalization isn’t just about algorithms showing the “right” product. It’s about making users feel that the experience adapts to them.
When people see recommendations that match their taste, or when an app remembers their last action, they feel understood, and that emotional connection is powerful for retention.

Effective personalization includes:

    • • Showing recently viewed items or related suggestions.

      • Remembering user preferences like dark mode, location, or last visited category.

      • Sending meaningful, behavior-based notifications instead of generic spam.

    According to Segment’s State of Personalization Report, 56% of consumers are more likely to become repeat buyers after a personalized experience.

    Just ensure personalization feels helpful, not invasive — users should feel guided, not watched.

Light mode and dark mode of a website to personalize the website experience

4. Measure user satisfaction regularly

Retention depends on how quickly you identify and fix friction points. That’s only possible if you keep tracking real user behavior.
Use usability testing, session recordings, and heatmaps to watch how people move through your product. Where do they hesitate? What do they skip? What seems confusing?

Once you have data:

    • • Prioritize issues that occur most frequently or block key actions.

      • Pair quantitative data (analytics, click rates) with qualitative feedback (interviews, open-ended surveys).

      • Monitor Net Promoter Score (NPS) or Customer Satisfaction (CSAT) trends over time to see how your changes affect sentiment.

      • Companies that test and iterate regularly report up to 40% higher customer retention over those that redesign once in a while.

5. Close the feedback loop

Customers leave not because they face problems, but because they think no one’s listening. That’s why every good UX system includes an easy feedback loop.

Simple steps can go a long way:

    • • Add a small “Give Feedback” button or in-app form for direct comments.

    • • Acknowledge submissions, even automated “We got your message” responses, reassure users they’re heard.
    • • Show that feedback leads to change. For example, highlight “New in this update: based on your suggestions.”

    When users see that their input shapes the product, they develop a sense of ownership. That emotional connection can turn a one-time visitor into a loyal advocate.

How UX decisions translate into customer retention results

Every small UX choice, from colour contrast to button placement, impacts customer retention. For example, an e-commerce brand that redesigned its checkout flow saw a 25% rise in repeat customers within three months. A SaaS product that improved onboarding with guided tutorials increased its 7-day retention rate by 40%.

These examples prove that retention is a design outcome, not an accident. Well-designed interactions guide users, reduce frustration, and create a sense of reliability, the foundation of loyalty.

Bringing it all together

Customer retention is a reflection of how well you respect your users’ time and intent. When your app or website feels reliable, intuitive, and designed around real human behavior, people come back, not out of loyalty to your brand, but because it just makes sense to. Over time, that convenience builds trust, and trust builds retention.

So here’s the thing: customer retention isn’t a marketing KPI; it’s a UX outcome. The more frictionless your design, the less effort users spend figuring things out. That simplicity keeps them engaged far longer than any loyalty program or push notification ever could.

If your goal is to grow steadily and sustainably, make UX the backbone of your retention strategy. Keep testing, keep listening, and keep improving the small details that shape big user decisions. Because in the end, the best way to keep customers is to design an experience they never want to leave. 

At Line and Dot Studio, we design digital experiences that keep users engaged long after their first visit. Our UX Design Services focus on research, usability, and real-world behavior to help brands reduce churn and improve customer retention across web and mobile platforms.

 

Micro interaction of the toggle button on the alarm page

The Power of Micro Interactions in UX: Small Details That Shape Big Experiences

by with No Comment UX Design

Introduction

User experience (UX) isn’t only about major features, layout, or navigation. What often makes the difference is tiny details, small cues, immediate feedback, and subtle motion. These are called micro interactions in UX design. They feel small, but they change how people perceive and use a product.

In this post, we’ll explain what micro-interactions are, why they matter, how they differ from micro-animations, what their components are, show you some examples, and leave you with key takeaways you can use when building or revising a product. Whether you’re a startup building an app, a brand owner redoing your site, or a UX designer, this one is for you.

What are micro interactions in UX design?

A micro interaction is a small, single-purpose moment in the UX where the system responds to a trigger with feedback. It can be user-initiated (like clicking, tapping, swiping) or system-initiated (notifications, status updates). The idea is task-based: help the user see status, get confirmation, make an error obvious, and guide behaviour.

Let’s understand some examples:

  • Clicking a heart on Instagram shows a red fill with a pop animation.

  • Entering an invalid email on a signup form triggers instant inline validation.

  • Uploading a file starts a progress bar that shows completion percentage.

None of these are major features, but together they make the product feel usable and reliable.

Why Micro Interactions Matter?

1. They reduce user anxiety and abandonment

A classic study by Harrison et al. (2007) found that progress indicators change abandonment rates. When progress appeared steady, users were more likely to complete tasks. When early progress looked slow, abandonment increased sharply. That means your progress bars and spinners aren’t decoration, they decide whether people finish checkout or close the tab.

2. They prevent errors and cut correction time

The Nielsen Norman Group reports that real-time inline validation reduces form errors significantly because users fix mistakes before submission. Case studies show that when forms give immediate feedback (like green ticks or error hints), correction time drops by up to 22% and completion rates rise.

3. They improve perceived performance

Arvid from Umea University and colleagues found in a research that that users perceive systems with animated placeholders or skeleton screens as faster, even when actual load times were unchanged. Google’s Material Design team also notes that loading feedback reduces perceived wait times by nearly 20%.

4. They increase engagement and conversions

ConversionXL has published multiple A/B test reports where small interaction changes (button animation, confirmation microcopy, or inline success icons) produced conversion lifts of 6–10%. These are not just aesthetic visual wins; they’re measurable gains that directly affect business outcomes.

Key Components of Micro Interactions

Every micro interaction, no matter how small, is built on four essential components. Understanding these is critical because they shape how users interpret system behavior, build trust, and decide whether to stay engaged.

Triggers

A trigger is what sets the micro interaction into motion. It can come from the user, like tapping a button, swiping a card, or hovering over a link, or from the system itself, such as a notification alert or an error prompt.

The quality of a trigger depends on its clarity. Users should never second-guess what action is available. For example, a subtle hover effect on clickable text not only makes elements feel alive but also signals actionability. A Microsoft research study on interactive affordances found that clear hover states improve usability by up to 15%, especially in complex interfaces where users need visual guidance.

Rules

Rules define what happens after the trigger. In other words, they are the invisible logic of the micro interaction. For instance, when you press “Send” in a chat app, the system may first show “Sending…” before confirming with “Message sent.”

Strong rule design accounts for edge cases too. What happens if the internet cuts out mid-action? What if the input is duplicated? When these scenarios aren’t planned for, users hit frustrating dead ends. According to UX error analysis by the Baymard Institute, poorly defined interaction rules are one of the top causes of error-prone digital experiences, directly increasing abandonment rates in forms and checkout flows.

Feedback

Feedback is how the system communicates the outcome of a user’s action. Without it, people feel lost or assume the product is broken.

Nielsen’s classic usability research shows that:

    • People expect visible feedback within 0.1–0.2 seconds for instant actions (like button clicks).

    • They tolerate under 1 second for continuous actions (like swiping through a carousel).

    • For longer processes (like file uploads), progress indicators must update within 10 seconds — beyond this, users assume failure.

Feedback can be visual (color changes, animations), auditory (confirmation sounds), or haptic (vibrations on mobile). For example, Apple’s subtle haptic feedback when toggling system switches reinforces confidence without distracting the user.

    Loops and Modes

    Loops and modes govern how microinteractions sustain themselves over time.

    One of the most important loop features is the undo option. A Google research study on destructive actions (like delete or archive) found that providing undo affordances reduces task abandonment by 23%, because users feel safer experimenting when they know they can reverse mistakes.

      Get Expert UX Guidance

      Practical Examples of Effective Micro Interactions

      Duolingo’s Answer Feedback

      Every time a learner answers a question, Duolingo provides immediate feedback through visual cues (a green check or red cross), auditory signals (a pleasant chime or a subtle error sound), and emotional reinforcement (a celebratory animation or encouraging message). This combination of multisensory feedback leverages research from Cognitive Load Theory, which suggests that combining modalities (visual + auditory) strengthens retention without overloading the brain.
      Duolingo’s micro interactions are designed to reward effort and soften failure, which is crucial in habit-forming apps. Their internal reports suggest that instant feedback increases daily active users’ lesson completion rates by over 30%.

      Micro interactions by Duolingo for correct and incorrect answers
      Micro interaction cues by Duolingo for correct and incorrect answers

      Gmail’s Undo Send Button

      After hitting “Send,” Gmail offers a temporary “Undo” option for a few seconds. It’s a small but powerful micro interaction that solves one of the most common user anxieties: sending the wrong email. A Statista survey showed that 47% of professionals reported at least one embarrassing email mistake in their career, so this micro interaction directly addresses a high-frequency pain point.

      The micro interaction in the Gmail interface design in form of an undo toast button
      Click "Undo" after sending an email.

      Key Takeaways for Designing with Attention to the Invisible

      The truth is, most users won’t consciously notice micro interactions. They’ll just feel like the product “works.” That is the power of invisible design. When micro interactions are missing, people get anxious, frustrated, or confused. When they’re done well, they reduce errors, speed up flows, and even raise conversion metrics.

      For product teams, this is a reminder that attention to detail is not wasted effort. Every button ripple, every progress bar, every subtle confirmation adds up. The return on investment is higher trust, smoother journeys, and measurable business results.

      If you want your digital product to benefit from a systematic review of its micro interactions, check out our UX Design Services at Line and Dot Studio
      or explore our other UX insights on the blog

      Upgrade Your Digital Experience
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      Designing for Accessibility and Inclusion: What Every Designer Should Know

      by with No Comment UX Design

      Introduction to Inclusive and Accessible Design

      Design is for people. All people.

      That includes different ages, abilities, devices, and life situations. This idea is at the centre of inclusive design.

      A product or website may look nice, but that’s not enough. It also needs to work well for everyone. Some users may rely on screen readers. Others may have low vision, difficulty using a mouse, or face short-term conditions like a broken arm.

      These real-life situations are why inclusive and accessible design is important. It allows more people to use the same solution without confusion or struggle.

      Inclusive design supports this thinking. It reminds us that people are different, and that’s normal.

      What Is Inclusive Design?

      Inclusive design is about creating products, services, and spaces that are usable by as many people as possible—without the need for adaptation. It’s not only for people with disabilities. It’s for everyone.

      It is the practice of creating products, services, and environments that work well for the widest range of people. It focuses on real-world situations and needs, instead of designing for a narrow or "average" user.

      Unlike solutions that are made only for people with permanent disabilities, inclusive design considers a wide variety of users. It includes people of all ages, backgrounds, and physical or mental abilities. It also considers temporary situations or changing needs.

      Here are some examples:
      – A parent using one hand while holding a baby
      – An older adult who finds small text hard to read
      – A person recovering from surgery who can’t use a mouse
      – A commuter using a phone with low brightness in sunlight

      None of these users may see themselves as disabled, but they still benefit from designs that are easier to read, navigate, or understand.

      That’s why inclusive design education matters. It helps designers, developers, and businesses think about the different ways people interact with their work. It encourages questions like:
      – Will this be easy to use with one hand?
      – Can someone read this text on a small screen?
      – What happens if a user cannot hear or see well?

      According to a 2023 survey by WebAIM, only 4.6% of the top 1 million home pages fully comply with Web Content Accessibility Guidelines (WCAG). This shows there’s still a long way to go in making digital spaces truly inclusive.

      a quote on inclusive and accessible design
      a quote on inclusive and accessible design

      Why Designing for Accessibility and Inclusion Matters?

      Many people assume that accessibility is only for users with permanent disabilities. But in reality, accessible design benefits a much wider group of people. It creates better experiences for users with different physical, sensory, and cognitive conditions—both permanent and temporary.

      Here’s how different users benefit:

      • Vision impairments: These users may rely on screen readers or need larger text and good colour contrast to read comfortably.

      • Hearing loss: Subtitles, captions, and visual indicators help users understand information without sound.

      • Motor limitations: Users with limited hand movement may use keyboards, voice commands, or adaptive devices to navigate digital spaces.

      • Cognitive differences: Clear layout, plain language, and predictable interactions help reduce confusion and mental load.

      But the impact doesn’t stop here.

      Inclusive design also supports people facing common, everyday challenges.

      1. A delivery person checking directions under bright sunlight needs high-contrast visuals.
      2. A parent holding a baby in one arm needs to browse a site with just one hand.
      3. A student rushing through a form before class benefits from a layout that’s simple and clear.

      These examples show that designing for inclusion improves usability across the board. It supports people of all ages, cultures, learning styles, and technical comfort levels.

      By considering these different needs from the start, products become easier to use—without needing separate versions or fixes later. It also reduces frustration and improves satisfaction for more people.

      For small and medium businesses, this approach can open the door to a wider audience. It shows that you care about real-world usage, not just ideal scenarios. It also aligns with accessibility guidelines like WCAG (Web Content Accessibility Guidelines), which are increasingly important for both legal compliance and ethical practice.

      Accessibility and inclusion are not add-ons. They are essential parts of good design that reflect how diverse real users truly are.

      Accessibility in UX Design: A Real-World Need

      In digital spaces, accessibility in UX design is not a bonus—it’s a basic requirement. It ensures that users of all abilities can interact with a product in a meaningful way. Whether someone is browsing with a screen reader or navigating using only a keyboard, their experience should still be smooth and functional.

      Here’s what this means in practice:

      • The interface works well with screen readers, allowing users who are blind or visually impaired to understand and navigate content.

      • Navigation is keyboard-friendly, supporting users who cannot use a mouse or prefer using keyboard shortcuts.

      • Readable fonts are chosen carefully, with enough size and spacing to reduce strain.

      • Images include text alternatives (alt text), so users who can’t see the image still get the context or information.

      These may seem like small details, but they carry real impact.

      A 2021 study by Forrester Research found that accessible websites have better usability scores for all users, not just those with disabilities. This leads to higher engagement and lower bounce rates.

      How to Improve Accessibility and Inclusivity?

      • Adding clear labels to form fields helps all users fill out information without confusion, especially those using assistive technologies.

      • Checking colour contrast ensures that text is readable, even for users with low vision or colour blindness.

      • Using plain language instead of jargon helps users who may be reading in their second language or have cognitive challenges.

      None of these changes requires a major rebuild. But they do require awareness, consistency, and a mindset that focuses on people, not just pixels.

      Accessibility in UX is an ongoing effort. Design choices should be tested and improved over time. It’s not about ticking every box perfectly. It’s about making sure more people can use your product without barriers.

      A Pew Research Center report from 2022 highlighted that nearly 1 in 5 Americans lives with a disability, reinforcing the need for thoughtful UX practices in mainstream products.

      Simple Steps to Make Designs Barrier-Free

      Inclusive design isn’t big and difficult. It starts with small, thoughtful steps that make your digital or physical space easier for more people to use. These small actions help remove barriers, especially for people who are often not considered during the design process.

      1. Add Alt Text to Images

      Write alt text for every important image. This helps people who use screen readers understand what the image is about. It also helps when images don’t load properly and improves your SEO. Alt text is a simple way to make your content more accessible to everyone.

      2. Let Users Adjust Text Size

      Make sure your text can be resized without breaking your layout. People with low vision or reading difficulties often need to increase the font size to read comfortably. Avoid using fixed text sizes that don’t adjust well when someone zooms in.

      3. Include Captions and Transcripts

      Add captions and written transcripts for every video. This helps people who are deaf or hard of hearing follow along. It’s also useful for people watching videos in a quiet place or for those who prefer reading over listening.

      4. Avoid Flashing or Rapid Animations

      Fast-moving, blinking, or flashing visuals can cause seizures or discomfort for some people, especially those with vestibular disorders. Use animations carefully and only when they add real meaning or help users understand something better.

      5. Test with Real Users

      Inclusive design is not about guessing what might work. It’s about listening to real people. Try to test your product with users from different age groups, backgrounds, and abilities. Their feedback will show you what works well and what needs to be changed.

      6. Ask the Right Question

      Keep this one question in mind throughout your design process:
       “Can everyone use this without struggle?”
       If the answer is “no” or you’re not sure, that’s a sign you need to make changes.

      Final Thoughts

      When you prioritise inclusive design from the beginning, you create solutions that work for more people, across different needs, situations, and devices. This mindset helps reduce frustration, supports usability, and builds trust.

      It doesn’t matter whether you’re running a small business or building a fast-growing brand. The time and care put into inclusive practices can improve the overall experience for your entire audience.

      Designing for inclusion doesn’t mean you’re doing more. It means you’re doing things in a way that works better for everyone.

      Because when you design for one, you often make it easier for many.

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      What Is a Design System? Benefits and Best Practices for Startups

      by with No Comment UX Design

      Introduction to Design System for Startups

      When you're part of a growing startup, every decision matters. The pressure to deliver features quickly can lead to inconsistent designs, scattered experiences, and a backlog of small problems that pile up over time. Many teams realise too late that scaling becomes messy and expensive without a strong foundation.

      This is where a design system for startups becomes more than just a nice-to-have; it becomes necessary.

      But what exactly is a design system, why is it important for startups, and how can you build one even with limited resources? Let’s break it down.

      What is a Design System?

      A design system is a set of reusable components, design patterns, guidelines, and standards that guide digital product design and development.

      It includes:

      • A shared visual language (typography, colours, icons)
      • UI components like buttons, forms, and modals
      • Documentation explaining how and when to use elements
      • Principles for accessibility and usability

      If you're wondering, 'What is a design system?' it’s more than just a set of rules; it’s a powerful tool for consistency and efficiency. Big names like Google’s Material Design and Shopify’s Polaris have embraced design systems, showing that this structured approach can benefit companies of all sizes by improving collaboration and accelerating product development.

      Mobile UI screens with design components popping out, visually representing key elements of a design system

      What Are the Benefits of Design Systems for Startups?

      For startups, staying ahead isn't just about moving fast, it's about moving smart.

      One of the biggest advantages young companies can give themselves early on is building a strong foundation for design and development.

      That’s where the benefits of design systems start to show.

      With a design system in place, teams can collaborate better, ship faster, and create consistent experiences that users trust from the very first interaction.

      Speeding Up Design and Development

      When your team can pull from a library of ready-to-use components, they move faster. According to Figma, designers complete tasks 34% faster when working with a design system.

      In development, the time savings are even more remarkable. During a controlled test, developers were able to design user interfaces (UI) of screens up to 7x faster with a design system.

      Faster Team Onboarding

      As your team grows, you’ll likely bring in new designers, developers, and even product managers. Without a design system, each new person has to spend time guessing how things are built or designed. A design system acts like a shared handbook. It gives newcomers a clear path to follow, reducing confusion and helping them contribute faster.

      Instead of spending weeks getting familiar with scattered guidelines, new team members can start shipping features confidently, often in half the time compared to teams without systems.

      Stronger Collaboration

      When teams don't have a shared language, collaboration slows down.
      Designers might imagine a feature one way, while developers interpret it another way. Product managers might expect another version altogether.
      By introducing a design system, teams create a common ground for discussions.
      Teams report a 40% increase in collaboration after adopting a design system.
      When everyone is on the same page, feedback loops are faster, handoffs are smoother, and features get built the way they were intended.

      Significant Cost Reduction

      In the early days, it might seem quicker to build components from scratch each time. But as your product grows, re-creating buttons, inputs, forms, and layouts again and again becomes a hidden time sink.
      Design systems help eliminate that repeated work.
      Companies that invest early see measurable savings, with up to 35% lower design costs reported after using a design system.
      For startups trying to stretch every dollar, those savings can be redirected into growing the product or expanding the team.

      Time saved is money saved. Companies that implement design systems see measurable cost reductions:

      • IBM reported $3.2 million in annual savings through the consistent use of a design system.
      • Lloyds Bank saved approximately £190,000 per project, totalling £3.5 million in six months.

      Better User Experience

      A design system keeps your product experience uniform. According to the fundamental principles of UX design, your startup’s app looks and feels consistent across every screen, it builds trust with your users.

      A survey by Kinesis found that 94% of first impressions are based on design. When your product consistently feels familiar, users are more likely to stay, explore, and recommend.

      Quote on design systems by Alex Schleifer, former VP of Design at Airbnb.

      How to Create a Design System for a Startup?

      Building an elaborate system might seem like a daunting task at first, especially when you’re running a fast-paced startup.
      But the truth is, it’s an incredibly powerful tool that can help you create more consistent, scalable, and efficient designs, and it doesn’t have to be complicated.
      Let’s break down how to create a design system that’s simple to implement and easy to adapt as your startup grows.

      Start with What You Have

      Before you dive into building something new, take a look at what you already have.
      Look through your product and find the elements that are being reused across different pages or screens. Identify any inconsistencies. Analyse if you using the same buttons or fonts everywhere, or are there places where the design feels off.
      This is your starting point for the design system. You don’t need to start from scratch, and auditing your current design will give you a solid foundation.

      Define the Building Blocks

      Focus on the key design elements that will help keep your product consistent. Start by defining assets like your typography, logo, primary colour palette, icons, button styles, form fields, and spacing guidelines.
      These elements are your core design system components, and they’ll be reused throughout your product. By getting them right early on, you’re laying a strong foundation for everything that comes next.

      Write Clear Guidelines

      A design system is only as good as its documentation. Be sure to document when and how each component in the design system should be used.

      For example, when should a primary button be used, and when is a secondary button more appropriate? Good documentation helps everyone on the team stay on the same page, ensuring design consistency and saving time when new team members come on board.

      Choose the Right Tools

      Once you have your basic design elements, it’s time to choose the tools that will help you manage your system. 

      Design tools like Figma, Sketch, or Adobe XD are great for creating reusable components and managing your system in a centralised manner. These tools allow you to build a library of components that everyone on your team can access and use, ensuring consistency across different projects.

      Get Your Team on the Same Page

      Everyone, from designers to developers, must understand the design system and how to use it.
      Incorporate it into your team’s workflow and make sure everyone is trained on how to implement the system into their work. When your team is aligned on the system, you’ll avoid miscommunications and inconsistencies that can arise as your product grows.

      Keep the System Evolving

      A design system isn’t something you create once and forget about. As your product evolves, your design system should evolve with it. Set aside time to review and update the system regularly.

      As new features are added or as you get more feedback from your team, you’ll want to ensure that your design system stays relevant and useful.

      Setting up a design system from scratch can feel overwhelming. Line and Dot Studio’s UX design services help startups define core components and build clear documentation from the beginning, ensuring the system grows with your product.

      What Are the Best Practices for Implementing a Design System?

      Adopting the right design system best practices is essential for ensuring that your system remains effective, scalable, and adaptable as your startup grows. While building a design system may seem like a big task, following these best practices can simplify the process and help your team stay aligned. Here are some key practices to keep in mind:

      Start Small, Grow Organically

      It’s easy to get overwhelmed by the idea of creating a comprehensive design system for your startup. However, trying to solve everything at once can lead to burnout and unnecessary complexity. Instead, start small by defining only the essential components. As your startup grows and your product offerings evolve, your design system will grow along with it, making it easier to maintain and scale.

      Involve Both Designers and Developers

      A successful design system isn’t just about design, it’s about how design works in real world. To ensure this, startups must involve both designers and developers in this process.
      When both teams collaborate early, you create a system that works seamlessly with the technical needs of your product, ensuring that it’s usable and scalable across different projects.

      Focus on Reusability

      A key aspect of a strong design system is reusability. Components should be flexible and adaptable enough to be used across different products and features, helping your team save time and effort. For instance, a button or form field component shouldn’t be hardcoded to a single screen or product. It should be designed in such a way that it can be reused in different contexts, whether on a landing page, an e-commerce site, or a mobile app.

      Be User-Centered

      A design system should always prioritise the user experience. Every component should be designed with usability in mind, ensuring that it’s intuitive and easy to interact with. Whether it’s a button, a dropdown menu, or a navigation bar, always ask: "Will this improve the experience for the user?" By keeping the user at the centre of your design system, you’ll create more accessible, effective designs that resonate with your audience and contribute to a positive user experience.

      Design System Examples for Startups

      Looking at design system examples from established companies can provide valuable insights and inspiration as you build your system. Here are a few standout examples to consider:

      Learning from Google's Material Design System

      Google’s Material Design is one of the most widely adopted design systems, offering a fantastic example of scalability. It’s flexible, highly detailed, and works across a wide range of platforms, from mobile apps to web applications. Material Design provides guidelines for layout, components, patterns, and even animations, making it a comprehensive example of a design system. Startups can learn from their scalable approach to consistency, which is crucial as your products grow and diversify.

      What Shopify’s Polaris Teaches About Startup Design Systems

      Polaris, Shopify’s design system, is specifically built with e-commerce platforms in mind. It provides detailed guidelines and components that help create consistent, high-quality experiences for online stores. What makes Polaris stand out is its user-centred design. It focuses on the end-user experience, ensuring that both the customers and the shop owners can interact with the platform in the most efficient way. By studying Polaris, startups can learn how to build a design system that’s tailored to their specific industry, whether it’s e-commerce, fintech, or any other sector.

      Lessons from IBM’s Carbon Design System for Growing Teams

      IBM’s Carbon Design System emphasises modularity and accessibility.
      Carbon offers a robust set of components and guidelines that allow teams to create consistent and accessible user interfaces. The focus on accessibility is particularly important in today’s world, where inclusivity is becoming an increasingly significant part of the design process. Startups can learn from Carbon's modular approach, ensuring that each component is reusable and accessible while still offering flexibility for customisation.

      These examples may seem large, but they can be scaled down and adapted to fit your startup’s needs.

      Building a Strong Foundation with Your Design System

      For startups working with limited resources and tight timelines, the idea of building a design system may seem like an extra step. However, investing time early on to create a simple, adaptable design system can pay off in the long run. It’s more than just a design tool , it’s a strategic asset that can streamline development, improve consistency, and reduce costs.

      As your startup evolves, a well-crafted design system will become a key driver of efficiency and cohesion across your team. Whether you aim to enhance user experience, accelerate product launches, or simplify collaboration, the benefits of a design system are undeniable.

      By taking small steps now, you’re building a design system that will scale with your startup, helping you grow smarter and more efficiently.

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      Understanding the Potential of UX Design: A Guide for Business Leaders in 2025

      by with No Comment UX Design

      With the horizon of time constantly accelerating in this digital era, first impressions tend to form in a matter of seconds. The concept of user experience design, or UX design, encompasses an approach that is relevant for every business executive who aims to be competitive in the market and understand the needs of the marketplace. It is crucial for business executives to remain determined to stay competitive because their knowledge of UX can enable them to create products and services that delight customers’ needs. What does UX design involve exactly? Is it the superficial beauty of a product, or is it more about a user’s actions and feelings towards a product? In this section, we explore what UX design truly is and how it can dramatically affect your business’s outcome. If you are keen on improving your product usability or creating a connection with your audience, this guide will enable you to understand the value of a good user experience. 

      What is UX Design?

      User Experience Design, or UX design, is the practice of improving the experience of a person using a product or service. It is the design and development of products that are meaningful and relevant to the users.
      Testing and repeating designs based on real user experiences and feedback is a critical aspect of effective UX design. Businesses can develop a stronger relationship with their audience by redesigning their products, portals, or mobile apps based on the experiences of people who have interacted with them.

      Fundamental Principles of UX Design

      Usability in UX Design

      Usability is the focal point in user experience design; it integrates ease of understanding, navigation, and interaction into a product. Effective digital interfaces, or user interfaces (UI), streamline or eliminate unnecessary steps that take up a user’s time. They also ensure that a user’s target objectives can be achieved comfortably. Thoughtful layouts, elaborate flows and processes, and simple designs promote and enhance usability while eliminating any form of frustration.

      Accessibility in UX Design

      Great UX design is holistic so that a product can be used by people of different abilities, ages, and races without discrimination. This includes adding automatic features like the color of a screen reader or keyboard for visually impaired users. With these systems in place, the audience is boundlessly increased, and users are guaranteed to comply with accessibility requirements.

      Consistency in UX Design

      Every user expects a certain level of cohesion while interacting with brand tools like websites, apps, or any product. Components that users are already familiar with allow users to navigate through the product swiftly and comfortably. The effectiveness of a user interface design system, also called UI design or product design, is more significant when there is consistency because a user can draw upon prior experiences instead of learning new systems, increasing the dependence on memory.

      User Feedback & Engagement in UX Design

      Incorporating user feedback is crucial in UX design, as this greatly enhances the “control” aspect of the system, which is critical in product usability. Feedback is integral to the design process because brands can utilize analytics and user testing to enhance the product experience. Hence, user feedback is a fundamental part of UX design processes.
      Good UX design goes beyond looks; it affects the user’s feelings towards the product, how natural the interactions are, and how well the company performs.

      Importance of UX Design for Business

      Every business today faces the reality of tough competition, which is why it needs to focus on UX design. Effective UX design leads to high customer satisfaction and overall experience, which helps establish customer loyalty.
      Good experience affects how a brand is perceived and helps build strong relationships with customers, eventually leading to a positive brand image.
      As digital transformation advances rapidly, business leaders must understand UX design, especially regarding growth and sustainability. It enhances brand image and strengthens customer relationships.

      How UX Design Impacts Business Growth

      Improving Customer Satisfaction and Retention

      The ease of UI/UX design increases customer satisfaction as the brand offers a positive user experience to the customers. If users can find what they are looking for without too much effort, their overall experience improves substantially.
      When people are satisfied with the services, they are more likely to experience positive feelings towards the brand. Customers build loyalty not only towards the products but also the brand in its entirety. Positive brand experience leads to increased emotional interface visits.

      Increasing Conversions & Revenue

      The revenue for an organization can increase with effective UX design, as it takes a product a step ahead in making it user-friendly. If users find a website or application easy to use, there is a higher likelihood for them to perform desired activities, such as purchasing a product or even subscribing.
      A positive user experience is essential for decreasing cart abandonment rates. By improving navigation, simplifying the checkout process, and making the interfaces interactive, businesses can create workflows that boost user engagement and trust in the brand. 

      Gaining a Competitive Edge

      Little in today’s fast-paced world needs to be said about competition. You don’t get noticed unless you have an eye-catching UX design. Organizations that focus on better user experiences and friendly designs can service more clients and, therefore, gain recognition.
      A fantastic experience creates a remarkable initial experience that lingers on. This is why certain products or apps have a strong customer base since they get hooked on them.

      Driving Innovation & Brand Authority

      These days, many businesses with exceptional user experience (UX) receive positive referrals. This motivates brands to innovate in the UX of their products. Constant changes and improvements in user experience and interfaces make users feel valuable and increase brand recognition without the company spending much on marketing.
      By prioritizing and investing in the UX, a business can position its brand as an industry authority.

      What Affects the Design of UX

      User research and understanding of the target audience

      User research is one of the primary elements to consider when contributing to the user experience of a product. Designers can develop experiences that relate to the user when they understand the audience. 
      Analyzing who the users are enables a designer to value demographics substantially and broadly. Surveys, interviews, and usability tests are essential to the discovery journey.
      By allowing users to provide feedback, they can find the answers to the problems they are trying to solve. When real experiences take precedence over assumptions, meaningful solutions can be developed.

      Usability and Accessibility in UX Design

      Usability and accessibility stand out amongst the endless factors in UX design. Good usability ensures that users can navigate a product or service with ease and without reaching a dead end. This means that suitable interfaces come with good instructions.
      Providing products with ease of use, compatibility, and adjustability for larger audiences is a goal, and those products have become more interesting. In addition, considering these aspects during early development saves time and the cost of revision.

      Visual Design and Aesthetics

      A good visual design influences how users interact with a product or service while aligning with the brand’s core message. A powerful visual identity can improve the user’s experience, making them more comfortable engaging with the brand.
      Color combinations, fonts, and images work together to evoke a relationship. If these factors are managed properly, they improve comprehension and enable user interaction.
      In addition, these choices should be inclusive, making it easy for all users to work.
      Good visual design is aesthetically pleasing and promotes functionality by sensibly presenting information. This way, users get what they seek without annoyance and confusion.

      Restrictions of technology and platform

      Every product or technology has drawbacks that significantly impact the user experience design. Designers must consider each product or ecosystem’s features, such as operating system capabilities, device screen sizes, and ergonomics.
      Limitations in technology can present difficulties for designers, who also need to consider performance concerns. Users may become irritated and abandon using a product before it loads entirely due to heavy visuals that interfere with usability speeds

      Examples of Companies with Strong UX Design

      Let’s explore and understand companies that demonstrate the importance of effective UX design by showcasing the increase in user engagement and satisfaction to prove their worth in competitive industries.

      User Experience at Apple


      Every Apple device highlights how users interact with technology, from the iPhone to the MacBook and iPad, so they are available to various consumers.

      Apple differentiates itself with its careful user experience and interface design, which features easily understood icons, buttons, and movements, improving the whole experience—easy navigation and appealing design help to ensure that technology seems approachable rather than overwhelming.

      Apple’s flawless ecosystem is one of its strongest points since it lets gadgets connect naturally. Users may start an email on their iPhone and complete it on a MacBook, share pictures using AirDrop, or get calls on their iPad. This connection motivates regular use of Apple devices and saves time.

      Apple constantly meets high user experience criteria by emphasizing simple, fun designs that attract new customers while retaining loyal ones.

      User Experience at Airbnb

      The user-centered, iterative design process that Airbnb uses ensures that every contact feels natural, safe, and easy to understand. Their process starts with an in-depth user study that looks at how travelers behave, what problems they face, and what they expect from the platform so that it can be constantly improved. 

      Airbnb improves everything from search filters to booking flows by using data-driven insights and A/B testing. This makes sure that users can easily find and book rooms. The platform’s UX team also puts a high priority on visual clarity and accessibility. To improve the browsing experience, they use a clean layout, easy-to-use navigation, and high-quality images. 

      The fact that Airbnb is mobile-first makes its user experience even better, with features like instant messaging, innovative ideas, and one-click booking that make planning a trip easy. By getting feedback from users and testing its designs in the real world, Airbnb can create a UX that is useful and very interesting, setting the bar for digital hospitality.

      User Experience at Amazon

      With its UX design focused on speed, simplicity, and personalizing, Amazon is among the most user-friendly e-commerce systems accessible globally. Starting their UX process and enabling ongoing experience improvement are extensive user research, consumer behavior analysis, shopping patterns, and friction point analysis. 

      Personalization is another essential feature of Amazon’s user experience since intelligent recommendations, custom homepages, and dynamic pricing guarantee a more fitting buying experience for every user. Strong return policies, accessible seller ratings, and thorough product reviews—which let buyers make informed decisions—help to build reliability and confidence.

      Why Investing in UX Design is Important for Business Leaders

      For business leaders, investing in UX design is critical in any shifting landscape, especially in today’s competitive environment. A user’s experience can create a brand’s distinction and portray the brand’s purpose and values.

      Loyal customers are created when businesses focus on UX. These satisfied customers tend to use the services or products and recommend others to use them, too. 
      Furthermore, investment in quality design paradoxically pays off in the long run, saving much money. More satisfied customers result in spending more actively, which will likely improve revenues while decreasing the churn rate.

      The value gained in the future will far outweigh the cost at hand.
      When businesses invest in user experience, the returns may not be realized immediately. However, with time, the advantages of investment will pay off—businesses focusing on User Experience and experience Value Realization.
      When customer satisfaction increases, there is a higher probability of repeat visits. People who appreciate your services will likely use them again and suggest them to others. The user base will grow over the years without costing too much for marketing.

      Ultimately, enforcing the right practices for UX design effectively increases customer satisfaction and opens the path for innovations and growth within the organization. This is an approach that all insightful leaders are advised to take seriously when crafting their vision of their products or services.

      In conclusion, valuing customers through good user experience builds brand associations, and brand loyalty is easily nurtured.