Our job is to create a coherent experience
with intuitive usability & validated utility.

User experience, UX is about what happens in the user's head - the subjective experience.
We start with the experience and work backwards to the technology. 
UX design is about understanding the human aspects - how a user perceives and values things. Brands are collections of these experiences.
As an example, the Mercedes in-car experience must have a very specific personality, aligned with the brand goals.

User interface, UI is what happens on the screen and thus comes immediately after the experience.
UI design deals with the cognitive processes and the usability of the solution. It must be aligned with the goals set in UX design.
To continue the example, the Mercedes MBUX system has to reflect the experience goals in all aspects; voice, interaction paradigms and visuals.

Usability is the efficiency of implementing tasks using the UI; how it works.
It assumes the tasks are of importance for the user. Usability is a measure of the ease of learning and completing those tasks.  

Design is a funny word. Some people think design means how it looks.
But of course, if you dig deeper, it’s really how it works. 


The core of any digital service or product is the utility it provides for the user. Our goal is to validate the assumed utility as early as possible.
This is done by prototyping early and testing the utility and usability with real users.
The process ideally assumes little, and uses synthesis to test often, with an open mind.

The curiosity to innovate

This lean, user-centred, positive, open-minded and iterative process has Design thinking roots. It's in our culture - Goodhum has a strong background of design and innovation.

Read more about Lean UX.