For the most part, the average tour operator is not a tech-savvy genius who is adept at designing websites and implementing the latest online strategies. This is why the majority of tour and activity companies invest in technology that allows them to quickly and easily create an online presence and maintain their online bookings.

However, it never hurts to become familiar with the terms that you might hear as you create your tour and activity website. Two common phrases are UX design and UI design, and the difference between the two isn’t obvious at first. Here’s what tour and activity operators need to know:

UX design: The user experience

UX Design is also known as User Experience Design, and it’s a style that emphasizes the importance of improving the overall experience of the customer as they interact with the page. UX Design techniques focus on making the website as efficient as possible by improving site speeds, eliminating excess content and unnecessary information, and prioritizing the most important role of the website. On the surface, UX Design appears to be strictly related to the appearance of the tour and activity website. However, it’s actually a strategy that is employed by the brand and implemented by the website designer to increase engagement with the brand on nearly every level. Rather than focusing on the aesthetics of the website, this type of design zeroes in on the psychology of the Internet user and the user’s desires while interacting with travel brands online.

UI design: The user interface

UI Design is also known as User Interface Design, and the definition of this design style can seem quite similar to its counterpart User Experience Design. UI Design focuses on the website’s visual appeal. With a UI Design, your brand is likely going to focus on its official colors, on proper placement of the logo and on the photographs that will be prominently displayed in the design. Those who work to create UI Designs believe that when a website looks and feels its best, then users will organically gravitate toward the brand and find it appealing to work with that brand online. UI Design places a high priority on graphic design elements and the structure of the website’s interface. The goal is to create a beautiful website that functions at its best, no matter what. It focuses less on what the user wants to experience and more on what the user hopes to see.

There are distinct differences between UX and UI designs, but ultimately these two design styles complement each other well. When your prospective customers visit your website and have positive interactions with your brand, you will quickly see your loyalty and customer retention rates increase.

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