Amlan Sarkar

What role does creativity play in UX design?

Innovation and creativity go hand-in-hand. Often, the most creative minds only drive change and go for new inventions. As we all know, ‘necessity is the mother of all inventions’; the invention is the prime reason for human civilization to progress. UX design is a tool that emerges from the concept of fluid coordination between customers and goods/service providers. Through UX, people get the necessary information and can exercise their rightful will to choose from the available resources. The application of UX design in our day-to-day life is the motive behind paying too much heed to usefulness, often overlooking the factor of creativity. We, as UX designers, forget that our purpose is to connect with the users. What we need is to be creative to make a secure, trustworthy connection with our users. UX designers must aim to guide users with the necessary information so that users can make the appropriate choice from the available options. In doing so, customers may face difficulty; they may encounter various problems. UX designers must solve these problems with an innovative approach. The effectiveness of all such solutions depends largely on the creativity factor. Innovation stems from the passion for creating something new. Let us have a look at the broader aspect of the role of creativity in the context of UX design.

UX/UI design is a complex, digital process. As such, it requires a specialized set of skills and practices. Unlike the advertising design, UX designers are not required to compete for attention. As by the time users engage with a user interface such as a mobile app or a website, their focus is already drawn towards the website/mobile app. It is often observed that ideas generate in a split second of genius. However, the euphoric moment of making a breakthrough can only be achieved after years of understanding the user's needs. Such achievements do not happen from an isolated brilliance of a lone person. It is the result of combined efforts of all the professionals making their contributions and sharing their insights for a common cause.

The role of hard work is of equal importance in making creativity an integral part of UX. In advertisement design, an element of shock, surprise, or a delightful display of brilliance, has often been used to seek user attention. This technique does not suit the unique nature of a UX design. Creativity in UX can only be achieved through hard work. The distinctive features of a UX design need collective insight. Until and unless all the relevant forces are gathered together, we cannot achieve the desired objective. A great idea is formed, taking into consideration all the forthcoming insights and extracting the best out of it. The process is complicated, and the team of UX designers participating in the exercise needs to be hardworking as well as at their creative best. All the heads of a design firm viz., creative, UX, business, marketing, software development, and even HR and finance should come together to make their contributions. The synchronization and collaboration of all these talents together will make the emergence of a grand creative idea possible.

Again to make the precise creative atmosphere, you need to know your customers well. Once you build a database of the distinctive needs of your customers, your creative department will be seized with the idea of making the right kind of UX design for meeting the user needs. The empathy mapping technique of the UX process can very well be used as an essential part of a service design blueprint to map all your target users’ touchpoints while they interact with your interface.

UX design and creativity are synonymous in the sense that one cannot sustain without the other. It is the starting point of all UX design. Until and unless we conceptualize the pre-requirement of starting a design, we cannot move forward. Resourcefulness is the prerequisite of all UX designs. Every other parameter of planning a design comes after the conceptualization of the very idea where creativity rules the roost. Besides the formation of ideas, creativity also ensures ease of operation while navigating through an application. It also influences customer behavior in respect of certain results arising out of the user interface.
The brand rationale is also developed using the concept of creativity. In other words, the development of brands depends on the strategic use of creativity. If necessity is the mother of all inventions, then it can be said that creativity is the source of all discoveries. And it is so true in the case of UX as well.
Are you in search of such a creative UX team who can provide you with the best blend of creativity and design? You need not look any further. Simply drop us a mail at