UX retouche

Nov 13, 2014 · 3 min read

Photo copyright goes to Banksy.

We’re starting the first post of a series on user experience. As with every craft out there, the most useful advice is seeing actual work, so we decided to show you a short case study about how we adjusted the homepage of one of our startups, tripchief.ro

But first, let’s make sure that we understand what UX is about.

What’s User Experience?

As there’s a lot of confusion around this topic, it’s important to understand the fundamentals. There are (at least?) three “U”-s when speaking about design: UI (User Interface), Usability and User Experience. UX is the sum of a user’s interactions with a product and a company on every level:
look & feel, usefulness, packaging, performance, accessibility, functions, ergonomics, advertisements, ease of use, customer support, ordering, services, billing, social responsibility, user guides, navigation.

User experience is about feelings: everything a customer touches, hears or sees. It’s about the big picture.

A good metaphor is a quote from Banksy about artwork and fame:

“Artwork that is only about wanting to be famous will never make you famous. Fame is a byproduct of doing something else. You don’t go to a restaurant and order a meal because you want to go to the toilet.”

As there is a lot to say, we’ll go into details in future posts. For now let’s remember that UX is about the user’s feelings, this is the first step towards creating a user centric design.
Now let’s move on and see a hands-on example.

Tripchief.ro UX improvements

Below is a “before & after” comparison of the homepage, we’ll explain the changes below.

Left: v1.0, Right: v1.1

Every change that we make is based on what we’ve learned from our users, either directly or by analyzing their behaviour. There’s an extensive list of tools to use, but first and foremost you should ALWAYS install Google Analytics.


Yes, we have a new logo! And yes, it deserves a separate post, so more on this later. We’ll focus on layout changes instead, the most important one being reordering the main banner’s elements.

As we’ve felt that the banner space was not used effectively, we decided to regroup the information and have two boxes. The benefits are:

  • Clear and visible information on who we are and how tripchief works

More changes:

  • Bottom right corner: feedback button. It’s very important to listen to your users, you’d be surprised how happy they are to give feedback. We used a third-party plugin called uservoice and we highly recommend it.

The list above is obviously a set of basic improvements and user experience is always a work in progress.

Reaching a pleasing UX is a process. It takes several iterations and incremental upgrades based on user feedback to achieve it.

If you come up with any other improvements please let us know in the comments below (or use the feedback button on tripchief.ro), we’d be happy to hear your suggestions.

In the meantime we’ll be watching how our users adapt to the new homepage.

Until next time!

Originally published at blog.hipwerk.com on November 13, 2014.


we <code> startups

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store