Guide to Creating Using Personas for UX

Guide to Creating Using Personas for UX

A great user experience is paramount to any mobile application. 

After all, nobody likes an application that is horrible to navigate, right? A deep understanding of one’s target audience is mission-critical to creating an exceptional user experience (UX). 

One way to derive this desired deep understanding is by modelling user personas that help product teams understand target users’ expectations, concerns, and motivations. 

This consequently helps UX designers to establish a stronger user focus and serves as a constant reminder of whom they are and are not designing for. 

What is a user persona in UX?

A user persona is fundamentally a fictitious and specific representation of target users. The central goal of user persona is to help the user interface (UI) design and development teams to better understand the users and improve their products. 

User personas are primarily a collection of realistic representations of different real-world user characters. 

For instance, the target user of a video game could be boys aged between 10-15 years. So, the ideal persona could be designed around 11,12, 13 or 14, 15-year-old boys. In summary, a user persona should always mirror a group of real-world users.  

Secondly, user personas are, for the most part, imaginary. For instance, a user persona’s name, photo and social attributes are mostly fictitious. This is because these attributes don’t have a considerable impact on the interface design process. 

In a nutshell, a persona is a virtual person created by the UX researchers from refined information extracted from real life, constituting details like a job title, educational background, etc.

Types of personas

Personas are categorised into four main types:

1. Goal-directed Personas: These personas focus on examining the process and workflow that a prospective user might prefer to employ to achieve their goals when interacting with your product or service. 

2. Fictional Personas: Fictional personas emerge from the past experiences of a UX team with the user base and products to deliver an informed picture of what typical users look like. 

3. Role-Based Personas: Role-based personas are goal-directed and also focus on user behaviour and role in an organisation. They are massively data-driven and integrate data from qualitative and quantitative sources. 

4. Engaging personas: Engaging personas integrate goal, role-directed personas, and traditional rounded personas. They are designed so that the designers who employ them become more engaged with them. 

Why are user personas important?

Personas are a well-established “interaction design technique” in user experience research. They help product managers, UX designers and developers decide on product/user requirements, interaction patterns, and presentational design.

As fictional characters embodying common characteristics of the different prospective user groups, personas help explain the end users’ “attitudes towards a product” in relation to their daily lives. 

For example, they help explain how users might respond to, or interact with the new system, thus eliciting key requirements for the system developers.

Overall, personas help product designers and developers to understand:

  • What would motivate users to employ a product/ service.
  • The needs of the user to employ a product/ service.
  • The pain points of the user while using a product/ service.
  • The primary goals the user wants to achieve through a product or service.
  • The behavioural and emotional states of the users in different situations.

User personas help UX researchers to ask the right questions and answer them while proposing possible interventions and preventing common design pitfalls like:

  • Self-referential design: When UX designers or UX engineers design like they’re building the product only for themselves. Yet the target audience is quite unlike them.
  • Design for elastic users: When product decisions are made by disparate stakeholders who define the ‘user’ according to their convenience.

What should be included in a UX persona?

fictional characters
Photo by Pixabay

Personas are fictional characters in the user-centred design process. Therefore, their creation dictates exploratory research to realistically represent the different user types that might employ a service, product, or website. 

Though it’s relatively straightforward to select a set of user characteristics to form a persona, it’s challenging to create user personas that are effective design and communication tools.

An effective persona that helps product designers and developers fully understand users’ needs, experiences, behaviours and goals typically demonstrates several characteristics like:

  1. Not being composed of fictional guesses at what a target user thinks. In actuality, every aspect of the persona’s description should be tied back to real data (observed and researched, this could be from user research such as user interview insights or survey studies data).
  2. Reflecting real user patterns, not only different user roles. 
  3. Being context-specific, with a focus on the behaviours and goals related to the particular domain of a product.

Steps to create a user persona

The following are some basic steps required to create a user persona:

1. Collect user information (through qualitative and quantitative user research)

Effective personas are derived from a large amount of user data. Thus, before the creation of a persona, one has to extract user insights or data via observations or interviews.

Product developers can also solicit data from reliable third parties, like user research agencies, to provide user data, as gathering user data directly from target users can be time-consuming. 

In this initial step, it’s imperative to avoid generating user personas of users that don’t have any relation to the actual target user’s reality. 

Remember that entirely fictional/imaginary people who aren’t based on research bring no value to the design process. 

In fact, they bring harm as poorly constructed personas can easily undermine the product’s usability.

2. Analyse the research findings

The fundamental premise of this step is to identify patterns in user research data in order to effectively group similar people into types of users. 

To achieve this, ensure to list all the behavioural variables (ways in which users’ behaviour differs), then map each interviewee against the appropriate set of variables.

Afterwards, identify actionable trends by clustering across six or eight variables to derive group trends that will form the basis of each persona.

3. Decide on the number of personas you want to create

In the next phase, it’s important to decide on the number of personas you seek to create. 

To achieve this, find out related user categories for the product, according to a set of tasks, job descriptions or other external factors related to their interactions with the product.

It is easy for product teams to create too many personas with many overlapping user needs, so it is a good idea to streamline this persona creation process a few times to ensure that the personas you are going to create are distinctive from each other. Having too many personas with overlapping needs can become confusing for the product team when designing.  

4. Create persona descriptions based on behavioural patterns

During this phase, assemble a persona’s descriptions around behavioural patterns to describe each in a manner that expresses an extensive understanding and empathy towards users. 

In this stage, avoid the temptation to add many personal details as personas only need to be realistic, not real, as long as they accurately characterise the user base.

5. Create scenarios to integrate the personas

User personas have no value on their own and are only valuable when tied up to a scenario. 

In practice, a scenario is an imagined situation describing how a persona will interact with a product in a particular context in order to achieve its objective. 

Scenarios enable UX designers to understand the main user flows to gather requirements and create design solutions. Fundamentally, scenarios should be written at a high level from the persona’s perspective and articulate use cases that will most likely happen.

Create scenarios to integrate the personas
Photo by Alvaro Reyes on Unsplash

6. Document the personas

Ensure to thoroughly document the persona when designing a user persona template. In fact, ensure to always include information like the persona’s name, photo, gender, age, location, marital status, goals, pain points, and behaviours.

7. Share your UX personas

Ensure to share your personas among stakeholders so that they have a positive association with personas and realise the value in them. 

Remember that a well-constructed persona almost becomes another member of the design team.

User persona examples

Since personas are documents that describe the overall attributes, motivations, and frustrations of a user, you need to conduct enough user interviews to paint a clear picture of a prototypical user. 

If the prospective users of a product distinctly vary, then create multiple personas. For example:

Mary: The Homemaker

  • Age: 38
  • Gender: Female
  • Marital status: Married
  • Children: Two boys, ages 5 and 9
  • Occupation: Stay-at-home mother
  • Education: Associate’s degree
  • Location: Joplin, Missouri
  • Influencers: Oprah, Church leaders
  • Sources of information: Blogs, YouTube, Facebook groups, T.V., radio
  • Goals: To stay on budget
  • Frustrations: Juggling many tasks
  • Aspirations: Desires for her family, friends, and church acquaintances to see her as a successful homemaker.

John: Business Class

  • Age: 40
  • Gender: Male
  • Marital status: Unmarried
  • Children: None
  • Occupation: Business Manager
  • Education: Executive MBA
  • Income: $120,000/year
  • Location: Los Angeles– travels all over the U.S. and South East Asia
  • Influencers: Elon Musk, Aaron Ross, Steve Jobs
  • Sources of information: The Wall Street Journal, tech blogs, sales blogs.
  • Goals: To earn enough money to have a comfortable retirement.


All things considered, critically understanding the needs of prospective users is mission-critical to developing a successful product. 

Descriptive user personas enable designers to efficiently identify and communicate user needs, which is essential to the product’s overall value proposition. 

Furthermore, user personas help UX designers decide which features to maintain in a prototype whilst iteratively evaluating the end product.

Additionally, user personas help stakeholders to build empathy with users and their needs, and as a result, everyone working on the product could align their design decision-making by having the same understanding of the persona. And when combined with other UX research methods, like usability testing, personas help to launch a useful and usable solution.

To know more about user research and creating personas for your project, talk to our UX consultants at Netizen Experience.

Information Architecture in UX – A Complete Guide

Information Architecture in UX – A Complete Guide

Due to the proliferation of mobile devices, information available to humans keeps growing on a daily basis. The more data we have, the harder it is to sift through to find what you need. 

Fortunately, a well-thought-out information architecture (IA) can help users find their way while ignoring what isn’t relevant to them.

After all, who would like to utilise an application that constitutes unorganised content that makes navigation difficult? 

If users easily get lost or feel aggravated, they may not give your application a second chance. 

Product owners, product managers, UX researchers and UX designers, therefore, have the responsibility of constructing content and navigation systems in a manner that accommodates users’ perceptions. This is the fundamental premise of information architecture with regard to user-centred design.

eCommerce site Information Architecture

The information architecture of an eCommerce website. Credit: tutsplus

What is information architecture?

Information architecture is a scientific discipline that fundamentally focuses on data organisation within digital products. For instance, whenever web designers create apps, they lay out each screen so users can easily find the exact information needed. 

The primary idea behind IA is to create a flow that lets users seamlessly navigate between application screens without much effort. This means that information architects’ work revolves around organising content, describing it clearly and providing ways for users to access it.

As a software discipline, information architecture plays a critical role in defining the user experience of a website or mobile app. The design is usually dictated by the target users’ needs and the organisation’s business goals. 

For instance, the information architecture of a blog website and an e-commerce shopping site will differ considerably. This means that a UX architect designing the online shopping site will design the IA of the site with the principal motive of making it easy for visitors to find what they want while still showcasing the business offerings. 

information architecture

The information architecture of a bike-sharing app. Credit:

When to do information architecture design / appropriate timing

Information architecture design is typically performed at the beginning of a project to fully understand the depth of the information to be worked with. 

This usually involves figuring out how to portray the top-level aggregated nodes which users will first encounter (for example, top or left navigation contents), or even what efficiencies need to be provided for search, faceting, short-cuts, etc.

It is also suitable timing when there are a lot of new categories of content/services being added to a company’s offering. 

For example, a company that used to sell internet subscriptions has now expanded to provide smart home products, then its website information architecture ought to be reexamined to see if it still supports visitors to find information easily. 

Principles of information architecture

As mentioned above, an intuitive, well-designed, and user-friendly information architecture ensures that visitors spend less time and effort searching for the information they need. 

The discipline of IA was founded by Richard Saul Wurman, an American architect and graphic designer. He conceptualised and popularised the discipline as a means of organising content for users to easily find everything they need without much effort. 

As a starting point, ‘information architects’ consider the specifics of their target audience’s needs and impose user satisfaction as a priority. 

Furthermore, the information structure also depends on the type of product or offers that the companies have. For instance, a retail website and a tech blog will possess two completely different structures to accomplish specific objectives. 

Generally, the key components of information architecture are:

  • Organisation schemes and structures: These dictate how one categorises and structures information.
  • Navigation systems: These focus on how users browse or move through information.
  • Search systems: These dictate how users look for information.
  • Labelling systems: These dictate how information is presented. 

To design all these systems of information, one needs to understand the inter-dependent nature of the content, users, and context. 

  • Context: This encompasses business goals, politics, culture, technology, resources, and constraints.
  • Content: This revolves around content objectives, volume, existing structure, document and data types, governance and ownership.
  • Users: This focuses on audience, tasks, information-seeking behaviour, needs and experiences.

To contextualise the information ecology, let’s dig deeper into some basic principles of information architecture.

The Objects Principle

It is imperative to perceive all content as an organic whole, with its own strengths, and weaknesses. 

The initial stage of developing an information strategy involves organising all the categories of content objects. This is done while simultaneously determining the types of interactions that users need to have with the content objects. 

The core idea is to present the content to users in the most efficient manner.

The Main Entrance Principle

This principle dictates that despite a site’s home page being the main entrance to the website, it shouldn’t be the only landing page on the website. 

The Growth Principle

Most existing websites understand the importance of updating their content periodically.  However, as the complexity and magnitude of the content increase over time, it becomes more vital to employ a flexible approach to content management. 

This means that the complete structure of a site and its search tools should be flexibly scalable. This helps the website grow sustainably, regardless of the different types of content that spring up in the future.

The Principle of Gradual Disclosure of Information

This principle recognises that most users can perceive and process only a minimal amount of information at a time. 

The best design approach is to always display only as much content as is necessary for visitors to know what to expect next.

This can be achieved by either incrementally revealing more information on the same page, or displaying it on another page. Nonetheless, the user should be able to assess the data on a page to subconsciously predict what information might appear on the next page.

The Multiple Classification Principle

Different internet users can employ the same site in different ways, and may even use disparate methods of searching for the same information. 

For example, some might rely on search, while others may prefer to extensively browse through a site. 

As such, it is important to adapt the website’s content to various user behaviours, needs, tasks, and scenarios.

The Focused Navigation Principle

It is important not to mix dissimilar categories of information within an individual navigation structure. The UX designer’s task is to provide all users with the elements necessary for effective navigation. 

For instance, in a menu containing products that the business sells, try not to mix support services that the business offers into the same menu. 

The Examples Principle

Whenever possible, ensure to provide visual examples of content types to improve the user experience. This can help users navigate the site faster, even without fully understanding what a label for a category exactly means. Therefore, the effective use of images in the menu could be very helpful to signal to users what they should expect the content to be. 

Generally speaking, once a UI/UX designer learns to employ these principles, it becomes relatively easy to solve the most complex information challenges and build user-friendly websites.

What do information architects do?

Many organisations do not have information architect as a standalone role, it is usually being done by someone in the UX design team. 

However, if an organisation is able to have a dedicated resource to have an information architect, their main job would be to design actionable and useful content structures and navigation systems from sophisticated sets of information. 

This happens before the UX designers and developers add any functionality to the website or app.

Most of the work of information architects revolves around identifying common features in content, linking documents to other documents on the same topic, and forming groups of similar information objects.

This work typically involves the generation of sitemaps and navigation systems that UI/UX designers can then subsequently incorporate into the mock-ups of their webpage designs. 

Whenever information architects collaborate with UI/UX designers, the result is a high-quality website that effectively communicates and facilitates interactions.

An information architect seeks to address the challenge of cognitive overload. They do this by adding sufficient structures, labels and browsing aids to sites and software applications to improve usability. 

Cognitive psychology revolves around how the human mind works, encompassing mental activities that occur in the brain and the different elements that influence human perception. 

Information architects rely a lot on cognitive psychology in order to organise information within products.

Generally, the more content an application has, the more important the role of an information architect is in the UX design process. 

Here is a summary of the everyday activities that the average information architect engages in:

  • User research and interviews. 
  • Card sorting and tree testing to understand users’ mental models.
  • Usability testing to determine whether the structure they have created works for their users.
  • Creation of hierarchy and navigation by creating simple, low-fidelity prototypes to demonstrate the hierarchy of information and navigation.
  • Visiting users in real-world environments to examine how they interact with a product.
  • Classifying and grouping items using categories, sections, or metadata tags. 
  • Identifying the relationships between information.
  • Performing content audits for insight into how useful, accurate, and effective the content is.
  • Mind mapping to organise information connected to a single topic and structures in a systematic and meaningful way. 

Information architecture vs UX

If you have reached this far down the article, you are probably asking yourself if IA design is the same as UX design

Despite being closely connected, they aren’t the same. 

User experience revolves around the way a user thinks and feels when using a system, or service. Principally, UX focuses on usability, utility, and the satisfaction of using a system— more than only the content’s structure.

Read: What is UX design?

However, it’s practically impossible to create a great user experience without a solid information architecture. This is why every competent UX designer should learn the skills to be a relatively good information architect. 

Remember, the information architect’s main job is to create an experience that enables users to focus on their tasks.

Information architecture pertains to the blueprint of the design structure necessary to generate wireframes and sitemaps of a website. UX designers use these wireframes and sitemaps to plan the navigation of a system.

This consequently enables UX designers to build a pleasant interaction model, so that users feel comfortable when using a product. Thus, influencing users’ behaviours and actions like emotion and psychology. 

Why is information architecture important in UX?

Content is the main reason why most users visit websites. While it is important to produce content that users find valuable, it is equally important to ensure that the content is easy to find.

Time is a precious resource, and people expect to find solutions to their problems with the least effort. 

Unfortunately, when finding information becomes challenging and complicated, there’s a high risk that people will just abandon it. And whenever visitors abandon an application or a website, it’s more challenging to bring them back.

This is where information architecture comes into play to frame the skeleton of any design project. As we have seen, functionality, interaction, visual elements and navigation are typically built with IA principles. 

Overall, the information architecture is not visible to end-users but is the backbone of any app design. 

How to create the information architecture for websites?

There are four key steps necessary to develop IA for any website or app, namely:

  1. Group, prioritise and label the content using card-sorting techniques.
  2. Define the navigation and create a site map. 
  3. Determine the usefulness of pieces of content to ensure that the content that users see is exactly relevant to the page they are on.
  4. Test early and often using quantitative and qualitative techniques like:
  • Tree testing: to determine if key information can be easily found in the information architecture of the website. 
  • Closed card sorting: to determine the strength of category names.
  • Click testing: to show how users use the available UI components. 

Information architecture examples

Simple tree structure

In this example, the developers built on top of a basic site mapping and then added in both child pages and actions. 

Furthermore, the addition of number values helps to denote the priority of pages in the information hierarchy instead of leaning on colours.

tree structure
Image Credit:

Felesky Flynn Website

This information architecture for a Canadian tax law firm laid the foundation for its website.

The user flows convey the actions their users could take while navigating through the site, tied into the functionality goals desired for the intended audience.

user flows
Image Credit:


All things considered, information architecture is a critical part of UX design for all types of apps and websites. 

It is actually more important for websites that constitute many pages and extensive content.

Creating an IA should be a collaborative and iterative process that involves product managers, UX researchers, UX designers and information architects. 

The process should also evolve organically, with as much of the structure defined up-front as possible. While many companies do not yet see the true value of information architecture, others realise that it is an effective tool to guarantee reduced usability or navigation problems. 

In turn, well-thought information architecture can help save an organisation both time and money, which they otherwise would have spent on fixing future usability issues.

User Interface Design Guidelines Explained

User Interface Design Guidelines Explained

Even if an application has multiple important features, or delivers a revolutionary way to solve humanity’s biggest problems, it means little if its interface repels users and is a nightmare to operate. 

A user-friendly has a strong effect on user engagement and retention. And is therefore essential for the commercial success of any organisation. 

However, creating a great UI design is a non-trivial task as it involves careful consideration of elements like background, position, size, form, colour, fonts, etc.

User interface design process

The UI design process revolves around creating products that provide meaningful and relevant experiences for users. 

It involves research and analysis of all user-related information, consideration of content hierarchy, navigation design, and functionality of the visual elements. 

The core principles when undertaking the UI design process are:

  1. Design with problem-solving in mind.
  2. The design begins with pen and paper, not software tools.
  3. Always fight for the user.
  4. Design with research, such as insights from user interviews and usability tests.
  5. Listen more and be eager to be proven wrong, just as you’re to be proven right.

Typically, the results of a good user interface design process are:

  • Increased efficiency
  • Improved productivity
  • Reduced errors
  • Reduced training and reinforced learning

Components of UI design

  • Typography: This involves consideration of font type, typeface choices, and font sizes that can be utilised.
  • Colours: This considers colour choices that can be employed, including primary, secondary, and tertiary colours.
  • Interaction & Behaviour: This principle covers actions and user interactions with a component (such as hover, scroll, click, etc.)
  • Error & System Status: This guide entails information if an error occurs and displays the status of an action.
  • Buttons: This considers the shape, colour, text, radius, size, and button behaviour.
  • Icons: This considers the icon type and size.
  • Input & Form: This serves as a guide for the shape and size of the input field.
  • Spacing: This guides the manipulation of the distance between components and white space.

Read our blog piece on “UX Design and UI Design – What Is the Difference?

User interface design principles

1. Pay attention to feedback

Feedback can either be visual, audio or through the sense of touch. Every action should have some form of feedback to indicate whether an action was successful or not. 

user interface feedback

In essence, feedback can you help to answer issues related to users like: 

  1. Status: What’s going on? Is it still going on?
  2. Location: Where did the issue occur?
  3. Future status: What is next?
  4. Outcomes & Results: What really happened?

2. Get started with a black and white design and add on to it

It is advisable to avoid beginning user interface design with visual details like the colour scheme. Most wireframes start with varying tones of grey as colours and details are distracting.

black & white designs

Actually, most UI designers start with the basic bones and layout of screens in black and white. 

This allows them to focus only on the efficiency of the space, prioritising elements like the visual hierarchy of key components. Over time, they build on this grey base and introduce more details. 

3. Utilise and maintain standards 

Design standards are usually in place for a reason as humans only have a limited amount of memory for tasks. 

For example, existing standards suggest not to employ a dollar icon to login, or not putting the main menu on the footer of a website. 

Users are conditioned to expect specific visual elements in certain areas. On the other hand, heuristics can be exploited as they are based on patterns and research, and can improve a user’s experience.

4. Keep the interface consistent

Consistency fosters familiarity, and familiar interfaces tend to naturally be more usable. 

Additionally, consistent design usually reduces friction for the user as it offers predictability. And predictable designs are always easier to understand without instruction. 

5. Keep it simple & clear

Simple interfaces always offer a classic and timeless feel, and never go out of style. So, with modern techniques, you can still aspire for an elegant and simple design. 

Take Slack as an example. The app keeps the content and designs simple for giving a smooth onboarding experience to users. The layout makes it simple to understand and there is a prominent “call to action” button for guiding the user to the next step. 

Slacksimple & clear user interface

The layout avoids clutter, provides easy to navigate tabs and is laid out in a simplified design which is easy to understand for beginners. 

6. Reduce cognitive load

This concept revolves around not making users ‘over-think’. There are a few different ways and principles you can utilise to reduce cognitive load, namely:

  • Employ the 3-click rule where it shouldn’t take more than 3 clicks to find any information
  • Avoid chunk actions and information, for example, breaking up phone numbers in a 3-3-4 manner, rather than using a 10-digit sequence results in fewer errors. 
  • Minimise recall in favour of recognition by using common images and icons in context to help users easily identify functionality. 

However, this is only a guideline. As long as the users are able to confidently know what or where to click for their next step, it is still ok to have more than 3 clicks.  

7. Minimise actions and steps per screen

Ensure to streamline the tasks and number of actions required of a user so they can be performed in as few steps as possible. Each screen should maintain one primary focus. 

8. Flexibility

Ensure to build your UI to function optimally across multiple platforms. 

UI function optimally across all platforms
Credit: Macworld

Of course, it may need to be tweaked occasionally depending on the form factor of a device, and its operating system (for instance, Android and iOS). However, it should remain flexible enough to work on any platform.

10. Use real-world metaphors in your UI

Despite the fact that most users are now extremely familiarised with digital products, it’s still a smart idea to use real-world metaphors. Take for instance the “delete” or “edit” icons on most apps. Most sites/apps use the trash bin for depicting the delete or recycle bin. Similarly, a pen is used to show the edit sign.

Since these are metaphors that are easily understood by most users, it does not leave them anxious and searching for simple tabs on an interface. 

Most designers strongly feel that these metaphors improve the general usability of a product since they’re so simple to understand, even at first glance.


In summary, in today’s evolving digital world, UI sits up there with speed and content as the crux of any website or app. 

Unfortunately, even the smallest change in UI Design can have a considerable impact on the user experience. So, a company’s UI design speaks to clients and should be taken seriously if the business wants to succeed. 

The goal of effective UI design is to produce a user interface that is self-explanatory, efficient, and enjoyable (user-friendly). 

In addition to the aforementioned principles, remember to follow industry standards and conventions within your design elements. Make sure that you provide multilingual support that matches your operational location. Finally, endeavour for uniformity.  

The article is a part of our comprehensive series on “User interface.”

What Is a Natural User Interface?

What Is a Natural User Interface?

An interface is any medium that facilitates interaction. For example, a language is a communication interface between two people. 

A translator is an interface for an individual to interact with another who doesn’t speak the same language. Similarly, an API is an interface for computer software to interact with another software program. 

Typically, when users find interaction with an interface challenging, their cognitive load is high. One way to keep the cognitive load to a minimum in software nowadays is by leveraging natural user interface concepts.

Natural User Interface Definition

A natural user interface (NUI) is a system for human-computer interaction that a user operates via intuitive actions related to natural, everyday human behaviour leveraging modalities like touch, gestures or voice. 

Natural user interface design relies on a user being able to perform relatively natural gestures to control a computer application or manipulate the on-screen content.

How does NUI work?

NUI design focuses on traditional human abilities, like vision, touch, speech, handwriting, motion, cognition, creation, and exploration to replicate real-world environments. This helps to optimise interactions between physical and digital objects.

This means that NUIs leverage on natural human skills to minimise cognitive load and human distraction.

The main NUI principles are:

  • Performance aesthetics- The joy of doing/using an interface.
  • Direct manipulation- Direct interaction with informative objects.
  • Contextual environments- Interfaces locating themselves in space and time.
  • Super real- How humans perceive interfaces as super real.
  • Social Interaction- Interfaces enabling users to engage with other users.
  • Spatial relationships- Objects being intelligent and having auras.
  • Scaffolding- Indications of how an interaction will unfold.
  • Seamlessness- Achieving minimal barriers between the users and the information.

Advantages of Natural User Interface (NUI)

The primary benefit of a NUI is improved user experience. Humans are naturally attracted to things that are naturally associated with them.

Hence, in most cases, people will likely opt for a device that deploys a touch-screen interface than the traditional computer keyboard and mouse. 

A touch-screen interface as an application of NUI is more interactive, intuitive, and lively, making it more enjoyable and convenient to operate with.

So, user interaction with NUIs feels more fun, easy and natural since the user can employ a broader range of basic skills in contrast to more traditional GUI interaction—which mainly happens via a mouse and a keyboard.

Applications of NUI

Speech Recognition

Speech recognition as an application of NUIs helps drivers to keep their eyes on the wheel during navigation. 

Therefore, promoting safer driving experiences as drivers can make a phone call, set their GPS location or even change radio channels using verbal commands.

Brain-machine Interface

Brain-machine interfaces possess the ability to read neural signals and make use of them. 

They generally work by exploiting different software programs that translate the signals into programmatic action.

These interfaces have multiple applications in the health sector as they allow paralysed patients to operate their wheelchairs. 

Touch Screen

Touch screen interfaces allow users to interact with a machine or device with the touch of a finger. 

Essentially, users do not have to use buttons or a mouse to hover over a GUI.

Currently, this is the most common and a more seamless humanistic way to interact with machines and devices.

touch screen
Touch screen

Gesture recognition

Gesture tracking involves tracking user motions and then leveraging them to send instructions to a system or device. 

This NUI is mostly employed in Nintendo Wii and PlayStations as their controllers have accelerometers and gyroscopes to sense the rotation, acceleration, and tilting. And thus, facilitate gesture recognition.

Gesture recognition
Gesture recognition, Credit: ITcra

Gaze Tracking

Gaze tracking is a NUI application that follows the movements and motions of one’s eyes, particularly the eyeball. 

Generally, with this NUI application, users can control a system or device through eye movements as exemplified by companies like Lenovo’s laptop device that operates functions through an eye gaze.


Unlike graphical user interface (GUI) interfaces that are enabled by indirect manipulation via a keyboard and mouse, NUIs enable users to interact directly with information objects. 

For instance, touch screens and gestural interaction capabilities enable users to feel like they’re physically touching and manipulating objects with their fingertips. Rather than ‘what you see is what you get’, successful NUI interfaces impose the principle of ‘what you do is what you get’.

Unlike GUIs, where multiple options and commands are presented at once and depicted with subtle hierarchy and visual emphasis, an effective NUI constitutes fewer options with interaction scaffolding

Information objects in a NUI behave in a manner that users intuitively expect. 

Natural user interfaces are dynamic and can adapt themselves in space and time. For example, elements like touch screen, speech recognition, gesture recognition, gaze tracking etc make natural user interfaces more intuitive. 

With GUI, it is naturally expected for the users to understand and adapt to technology. However, NUI lets the technology adapt to a user according to the actions and requirements performed at a particular time. 

On the other hand, GUIs present a user with the same set of options, regardless of the context. Conversely, NUIs are responsive to the environment and suggest what the next interaction should be.

NUI objects are intelligent, and require less cognitive investment, unlike GUIs that are highly visual and usually require a great deal of cognitive focus to utilise.

voice assistants
Example of NUI in the form of voice assistants such as Amazon’s Alexa, Apple’s Siri, and Google Home, credits:

Also, read our article on “Graphical user interface.”

Natural user interface examples

  • Voice assistants, like Alexa and Siri
  • Conversational interfaces like The Amazon Echo Dot speaker 
  • Haptic interfaces, like the Apple Watch
  • The Dash wireless, bio-sensing headphones.
  • Touch and multi-touch interactions on mobile phones and tablets


All things considered, in NUIs, the interaction is direct and consistent with ‘natural’ human behaviour. 

As such, the user can exploit a broader range of basic skills in contrast to more traditional graphical user interface interaction that mainly happens via a mouse and a keyboard. 

An effective NUI design should imitate the user’s interaction with the real-world by facilitating a direct correlation between user action and NUI reaction. 

The article is a part of our comprehensive series on “User interface.”

What Is a Graphical User Interface?

What Is a Graphical User Interface?

Typically, humans extract information about the world using their different senses like vision. As visual creatures, humans learn to interact and communicate with varying objects from birth. 

With the advent of computers, they were forced to think abstractly and deal with a larger number of commands they would not easily remember when performing different tasks. Especially if some of them are performed very infrequently. 

Fortunately, computers progressively implemented unique graphical user interfaces (GUIs) to help improve visual operational efficiency for humans interacting with computers. 

So, what is a graphical user interface?

A GUI (graphical user interface) is a system of interactive visual components 

through which users interact with electronic devices via visual indicators and representations.

GUIs were initially introduced in reaction to the steep learning curve of command-line interfaces (CLIs) that required commands to be typed on a computer keyboard.

A GUI helps translate information and represent actions that a user can take. The actions in a GUI are typically performed through direct manipulation of the graphical elements. 

Beyond computers, GUIs are utilised in multiple handheld mobile devices like MP3 players, gaming devices, smartphones and even smaller household, office and industrial controls.

How does the Graphical User Interface work?

As hinted on earlier, a GUI operates by the manipulation of graphical objects. A GUI primarily does this by exploiting a pointer that serves as a navigation instrument to interact with disparate visually appealing graphical icons. 

Abstraction is a key concept that is used in GUI operating systems. Users can employ a pointer to click on the icon that initiates a series of actions. 

Typically, an app or functionality will get started, then the user has to provide input or tasks to generate the intended action from the machine. 

The GUI basically translates user language, which can constitute simple one-line commands, single click and double clicks to a machine language or assembly language. 

The machine comprehends the machine language and then responds to the task initiated, which is then translated to the user language and communicated to the user through the GUI.

Furthermore, the appearance of the operating system or application software can be redesigned at will as graphical user interfaces are independent of application functions. 

Apps usually implement their own unique GUI display elements in addition to GUI elements already present on the existing operating system. 

Advantages of graphical user interface

  • Each and every response from the computer can be visually communicated through GUI.
  • GUIs offer simplicity as someone with no technical computer knowledge can use the computer and perform basic functions. 
  • GUIs are visually appealing and can make anyone get involved in working with the machine.
  • Search functions are streamlined as GUIs provide a visual representation of files present and provide details about them.
  • There isn’t a steep learning curve as GUIs provide a wide scope for users to explore computer functions and discoverability.

Character interface vs Graphical user interface

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Command-line interface

Commonly known as a command-line user interface or non-graphical user interface, a character user interface employs text commands, managed by a command-line interpreter to communicate with a computer program. 

Software developers and system administrators exploit command-line interfaces to configure machines, manage files, and access program functions that are otherwise unavailable on a graphical user interface.

Character user interfaces essentially support automation and scripting. They also tend to provide greater granular control and a higher level of functionality than GUIs. 

While the command-line interface was the principal method of operating computers throughout the 1980s, most modern electronic devices currently utilise intuitive graphical user interfaces. 

So, the average user will rarely (if ever) have a reason to access a command-line interface. Here are some most popular graphical user interfaces known to users globally: 

Microsoft Windows 11 Graphical User Interface
Microsoft Windows 11 Graphical User Interface
Apple OS Graphical User Interface
Apple OS Graphical User Interface

Features of graphical user interface

To make a graphical user interface as user-friendly as possible, there are unique elements and objects a user can employ to interact with software. For example:

Microsft Windows 11 Application UI
Microsft Windows 11 Application UI
  • Button – This is a graphical representation of a button that performs an action in a program when pressed.
  • Toolbar – This is made up of a row of buttons, typically near the top of an application window, that control software functions.
  • Dialog box – This type of window displays extra information and asks a user for their input.
  • Ribbon – This serves as a replacement for the File menu and toolbar and groups program activities together.
  • Icon – These are small graphical representations of a program, feature, or file.
  • Menu – These are a list of commands or choices offered to the user through the menu bar.
  • Menu bar – This is a thin, horizontal bar containing the labels of menus.
  • Tab – This is a clickable area at the top of a window that shows another page or area.
  • Window – Rectangular section of a computer’s display that shows the program currently being used.

Graphical user interface (GUI) examples

  • Microsoft Windows
  • Microsoft programs like Word, Excel, and Outlook.
  • Apple’s macOS
  • Chrome OS
  • Linux variants like Ubuntu
  • Internet browsers, like Internet Explorer, Chrome, and Firefox.


A GUI is more user-friendly than a text-based command-line interface, like MS-DOS

Unlike a command-line operating system, a GUI operating systems are easier to learn because commands do not need to be memorised. 

The bottom line is that users don’t need to know any programming languages when using a GUI. So, because of their ease of use and modern appearance, GUI operating systems currently dominate today’s market.

Generally, GUIs are a crucial element of the communication of humans with the modern world. As such, an intuitive and usable GUI is key to success for any product that requires constant user interaction. 

The article is a part of our comprehensive series on “User interface.”