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Making better decisions – UI and the decision-making journey

Making better decisions – UI and the decision-making journey

In order for individuals to make meaningful decisions based on their data, the data must be presented in a comprehensive and tangible manner. User Interfaces (UI) are in many regards an appropriate blend of the topics we’ve discussed throughout our ‘Making Better Decisions’ blog series.

Creating a meaningful User Interface requires empathy and understanding of the problem at hand. It is the means by which perspective and insight can be gained, and ultimately provides the tools that enable organisations to make meaningful decisions based on their data.

In this blog, we’ll look specifically at UI and what considerations are needed to enable an organisation to effectively draw meaningful insights from their data.

What is UI and what it isn’t

There is a common misconception regarding UI. The terms UI and UX are often used interchangeably, and while they are related, they are not the same. Put simply, UI (User Interface) refers to the part of the UX (User Experience) that an individual directly interacts with.

Relationship between UX and UI

UX (User Experience) refers to the interactive experience as a whole, encompassing elements that are both apparent to the end user (UI) and those that are not.

First principles

Much like utilising data to power the decision-making process, creating a powerful User Interface requires empathy with the human and an innate understanding of the challenges they are facing.

Consider the problem from the perspective of your client. What problems are they experiencing and what opportunities can be leveraged via the decision-making process?

At Analytics Engines, our collaborative approach enables us to gain this perspective. By working alongside our clients and by immersing ourselves within their organisation in a meaningful way, we are able to create a UX that meets their specific needs.

Tailoring to the client

When creating a UI, focus on the end users and consider that the analytics needs of one stakeholder may vary significantly from the needs of another.

  • What stakeholders are involved?
  • What data sets are relevant to their needs?
  • What tools and functions do they require?
  • Will the platform serve multiple users with varying needs?
  • What decision should this UI enable them to make?

Design thinking

The principles of good design are equally important in the digital world as they are in the material world. Consider the following when designing a User Interface:


  • Is the information clear and concise?
  • Is the information correct?


  • Does the UX function as intended?
  • Does the UI provide the end user with meaningful, actionable insights?
  • Is the UX consistent?


  • Is it clear how the system works?
  • Does the UI seamlessly integrate with the everyday workflow of the end user?

If in doubt, consider the words of Dieter Rams.

 “Good design is as little as possible. Less, but better, because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.”

–       Dieter Rams

“Good design is making something intelligible and memorable. Great design is making something memorable and meaningful.”

–       Dieter Rams


The User Interface is ultimately the tool that will drive the decision-making process within an organisation. It is therefore essential that both the User Interface and the User Experience meet their specific needs. To find out more about how we have empowered organisations to more effectively make decisions, contact us using the form below:

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by PJ Kirk

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