In 1995, Japanese researchers Masaaki Kurosu and Kaori Kashimura, from Hitachi Design Center conducted a famous experiment to find the correlation between design, aesthetics, and usability effect on human behavior.
The question they were seeking answers for: Does design matter in the usability of a product?
They made two identical ATMs, and deployed 26 variations of these two ATMs across Japan, and formed two respondents’ groups, and asked them to use these ATMs.
While one version of the ATM had serious-looking buttons, and an ugly design, the other ATM had attractive, aesthetically-looking buttons with some stunning design elements. The functionality of both of these ATMs and their buttons was the same, but the appearance and user experience were vastly different.
At the end of the experiment, the researchers found their answer: The ATM versions with attractive buttons were perceived as easier to use, while the ones with serious buttons and zero aesthetics were perceived as tough to use.
Although both the ATMs were identical, and the buttons had the same functionality, the respondents’ perception of usability was completely different.
This is a very important distinction when it comes to developing mobile apps and digital platforms. Such is the importance that we are winning the battle of mobile app development & product engineering, due to this unique distinction between good and bad design.
Creative, Immersive Design Helping Us Win The Battle
We are TechAhead, a global leader in product development and digital transformation with a strong focus on mobile apps and digital platforms.
There is a reason why some of the biggest global brands like Audi, Disney, American Express, AXA, and others have chosen us over others, and the answer lies in our relentless focus on conceptualizing amazing user experience, seamless user interface, and breathtaking design.
Of course, technology is the foundation based on which our mobile app development company creates apps, web portals and IoT-powered digital platforms, but when every other agency has access to the same technology, what shall be the differentiator?
One-word answer is design. And we are very serious about this.
How We Develop Stunning Designs?
We are powered by a 170+ strong team, based out of Los Angeles, USA and Noida, India. While our team of creative, flamboyant designers is located in Los Angeles, our highly talented programmers are working from Noida.
Meanwhile, our solution architects, business analysts, and project managers are spread over both US and India.
This unique amalgamation of design culture, business acumen, and technical expertise is something that is pushing us to break old records, demolish stereotypes and set new benchmarks in service excellence in the space of mobile app development, product development, and digital transformation.
In the last 11 years, we have successfully delivered 2000+ mobile apps, digital platforms, and IoT-based smart solutions, and we strongly believe that our focus on design has been the trigger that helped us to consistently deliver them.
Good Design Means Delighted Users, High Engagement, More Profit
The business model of mobile apps is simple: The more users are engaged and use the app, the higher is the profits, and the cycle repeats.
And this higher engagement and delight from the end-users will only trigger when they are happy to use the mobile apps, and the digital platforms.
For example, our Emmy-award-winning client wanted a mobile application for their popular relationship card game called {The And}. The purpose of this relationship card game is to incite more meaningful conversations among couples, partners, families, friends, and even strangers.
We conceptualized an immersive, engaging design for this mobile app, which encouraged more and more users to play this game, and in turn, helped our clients to generate more revenues. We transformed the Emmy award-winning team’s design ideas into the mobile platform, and this helped us win.
In another case, we were approached by Volatile, an award-winning lighting innovator from Berlin to develop a mobile app that enabled their users to program and schedule different light scenes on their walls. We heavily used the Internet of Things and Machine Learning to make it happen, but the trigger was the soothing, aesthetic design elements we deployed for this mobile app that helped us win.
With a stellar, minimalistic design of the mobile app, we packed a punch of high-end features within the same space, and this enabled unprecedented engagement from the users, and the clients were never so happy.
There is another example of AXA’s road assistance app, wherein our designing and product engineering enabled 80% faster response time for the users stuck in the road, or the Healthy Mummy mobile app that helped 2 million+ moms to lose 6 million pounds, all within a year. Or the feature rich but minimalistic mobile app for construction workers that helped them save 60 minutes per day in productivity.
We can share 2000+ such success stories, all laden with data and statistics with one common thread: Stunning design, immersive user experience, and powerful technology stack to deliver a memorable experience to the users.
With our mission to empower digital entrepreneurs, startups, enterprises, and SMEs with disruptive product engineering, mobile & Cloud technologies, and digital transformation, we would like to spread an important message: Focus on design, and pay close attention to the user experience for guaranteed success.
If you are planning to launch a mobile app or a website, or a digital platform using IoT, Cloud and Machine Learning, then we would love to speak with you, and share more insights on why design is the most important aspect for you right now. We can be reached here, or follow us on Linkedin to say hi!
What Is UX Design?
UX design stands for user experience design. It is the work of making a product, such as a mobile app or a website, easy and pleasant to use. A UX designer thinks about what the user wants to do, how they will move through the app, and how the app should look and feel at each step. Good UX design is not only about making an app look nice. It is about making it work well, so users can do what they came to do without confusion or frustration.
The Kurosu and Kashimura study from 1995, described in this post, is a well-known example. Two ATMs had the same functions, but the one with the more attractive design was rated as easier to use. This effect is sometimes called the aesthetic-usability effect: people tend to think that a product that looks good also works better, and they are more patient with small problems when the design is pleasant.
The UX Design Process
| Stage | What happens |
|---|---|
| Research | Talk to users, study how they use similar products, and find their needs and problems |
| Design | Draw wireframes and prototypes that show how the app will look and work |
| Test | Ask real users to try the prototype and watch where they get stuck |
| Build | Developers build the app based on the tested design |
| Launch and improve | Release the app, collect feedback, and keep improving it |
Testing with real users is one of the most important stages. A design that seems clear to the designer may confuse a user, and only a test can show that. Many teams test with 5 to 10 users at a time, fix the biggest problems, and then test again.
Key Ideas in Good Mobile App Design
- Keep it simple. Show only what the user needs at each step, and hide the rest until it is needed.
- Make it consistent. Use the same colours, fonts and buttons through the app, so users know what to expect.
- Give feedback. When a user taps a button, show that something happened, such as a loading sign or a confirmation message.
- Make it fast. A slow app loses users. Keep images small, and do not add features that slow the app down.
- Design for the thumb. On a phone, the most important buttons should be easy to reach with one thumb, usually in the lower half of the screen.
- Make it accessible. Use text that is large enough to read, colours that can be told apart by people with colour blindness, and labels for images so screen readers can read them.
UX vs UI: What Is the Difference?
UX and UI are often used together, but they are not the same. UX, or user experience, is about how the product works and how the user feels when they use it. UI, or user interface, is about what the product looks like: the colours, the buttons, the icons and the layout. A good product needs both. A beautiful app that is hard to use will frustrate people, and an easy app that looks messy will not feel trustworthy.
Frequently Asked Questions
What is UX design?
UX design is the work of making a product easy and pleasant to use. It covers research, design, testing and improving an app or website, so users can do what they came to do without confusion.
What is the aesthetic-usability effect?
It is the finding that people tend to rate a product that looks good as easier to use, even when its functions are the same as a less attractive product. The 1995 ATM study by Kurosu and Kashimura is a well-known example.
What is the difference between UX and UI?
UX is about how a product works and how the user feels when they use it. UI is about what the product looks like, such as colours, buttons and layout. A good product needs both.
Why is user testing important?
User testing shows where real users get stuck, which a designer may not see on their own. Testing with a small group, fixing the biggest problems, and testing again is a key part of good design.
What makes a mobile app easy to use?
A simple layout, consistent design, clear feedback when a user taps a button, fast loading, buttons that are easy to reach with one thumb, and text that is easy to read all help to make an app easy to use.
Disclaimer: This article is for general information only. Design tools and platform rules change over time, so check current guidance from the platform you build for before you start a project.
Last Updated: 6 November 2026