According to a 2020 study by Ledgeview Partners, 75% of website credibility is related to design (UI) and user experience (UX).

We are not going to define these terms exhaustively today, but it is always good to remember that User Experience (UX) is measured by the levels of interaction that exists with the contents of the sites, often confused with User Interface (UI), i.e. Design. UX is a much broader concept. The overall experience of a user does not depend only on design, which is, of course, one of its most relevant components.

So, one of the big challenges and key differentiation factors when developing a site is related to the team's understanding of each client's needs and knowledge of their target/users. These are the two main topics that make each project unique and special.

However, and in order of priority, one of the first concerns is to understand what the main difficulties of users so we can work and improve their user experience (UX). To do this, we must put ourselves in their shoes. It is therefore essential to have a good briefing to increase the possibility of creating a spirit of empathy with users. When a web designer can understand their needs and the difficulties of navigation, feel what they feel, see "through their eyes", he can go further in innovation and develop the UX and UI in a way that everyone can get the best out of it.

A top and disruptive design is important yes, innovation itself plays a crucial role in UX design, however it must sometimes be limited so as not to run the risk of your users not being able to get the best out of it. And what helps you realize the extent or the very necessity of these graphical limitations? Having a dedicated, understanding creative team, able to develop a strong empathy with each project, each client, each user.

Some important tips to implement and contribute to the development of this "emotional intelligence" in the construction of UX:

• Research: understand what the difficulties, requirements, expectations and fears of the user. Doing a study of the main metrics of Google Analytics and a conversation with the project team always help on this topic.

• Have a multidisciplinary team: having different profiles in each project brings diversity that will help to find different opinions and identify the requirements of multiple users that will facilitate and increase empathy.

• Ask others for their opinion: approaching people outside the project team can give valuable input and help resolve some hesitations during the creative process. Be modest and accept that with everyone's help, the result will be even better, even if it doesn't always match the initial idea.

The challenge is: to think from a user's point of view and achieve a result that meets their needs, without forgetting the business objectives, it is important to have the will to build empathy in the development of UX and be open to feedback, surrounded by a team with the right people.