"Content is King" is the number 1 golden rule of UX. If your visitors are not engaged within 7 seconds, due to uninformative or misleading content, they are lost forever.
Design and Content cannot be separated; they both works together forming the overall user experience.
Information Architecture (IA) is the heart and soul of the UX design process. We figure out the users’ roles, system features, needed inputs, and expected outputs. The point of this phase is to plan a consistent system which allows your audience to use your product without being lost, and always be able to find their way around.
This where we build the “wireframes”. A wireframe is sort of the blueprint of the website or mobile app, arranging all the elements identified during the IA phase. The target is to reach the best arrangement, or an early prototype, through which the users can quickly understand and easily interact with the system.
During this phase, wireframes are transformed into a visual user interface. The challenge here is creating a stunning, yet simple interface, so that it doesn't grab attention in itself and divert the focus away from the content/functionality. Combination of typography, grids, whitespaces, colors, etc. is used to achieve this.
Whether for an existing or a new app, user testing clarifies issues in terms of findability, usability, and sometimes even personal impressions monitored while users speak out in user-testing videos. Testing results are then analyzed, and help identify room for additional improvements, or even discovering new issues never known before.