Do you know your UI from your UX?

Do you know your UI from your UX? And your UX from your DX? There are so many acronyms thrown around in the industry, especially when it comes to Digital Experience. So, we’re going to break down some of our most used acronyms and what they each mean. Think of this as your DX glossary. And speaking of DX, why not start there…

DX – Digital Experience

Digital Experience refers to the perception of a brand as seen through the eyes of the customer, based on their interactions with a brands’ digital platforms.

CX – Customer Experience

Customer Experience is what it says on the tin. It’s all about the quality of the experience a customer has with a brand based on their interactions at each and every stage of the customer journey.

UX – User Experience

User Experience is a term we use when talking about how a product will work and the journey a user will go on when interacting with a digital platform. It taps into how they feel and what they will experience as they navigate through each step of a user journey. What’s important to remember with UX is that every user is different, they all have their own unique circumstances so it’s important to make your site or app accessible. Our Senior UX Designer wrote all about accessibility here if you want to learn more.

UI – User Interface

The User Interface is the point in which we interact with a product. In simple terms, if UX is how it works the UI is what it looks like and how it feels. This can be visual styling, use of motion/micro interactions, sound and general page and component design. It is the UI that is presenting this content to you right now!

AR – Augmented Reality

Augmented Reality is an interactive experience where computer generated content is overlaid on the real world, usually through the use of a mobile phone, remember Pokémon Go?

VR – Virtual Reality

Virtual Reality is an immersive computer-generated simulation, where users can interact with the artificial environment around them. There have been a bunch of devices created for users to experience VR from home, such as Oculus and even Google cardboard where you can use your own phone.

MR – Mixed Reality

Mixed Reality takes AR one step further, with the real difference being its interactivity. As well as the realistic rendering of the projection it adds to the real world, just like AR, users can also interact with the immersive content via their body and finger gestures instead of depending on phone screens or remote controllers. Cool right?

XR – Extended Reality

Extended Reality is an umbrella term used when referring to Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR) and everything in between! Yep, we have an acronym that stands for a bunch of other acronyms…

The list could go on, but these are the acronyms you’ll most likely hear flying around in our office and on calls. If you want to know more about how your brand should be approaching DX, and its many associated acronyms, drop us a line at We’d love to chat.

Written by:

Chris Brown Head of Digital Experience Design


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