What UI UX Designing Services Include? (And What They Don’t)

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When businesses hear the term UI/UX design, many imagine it as a one-size-fits-all service that covers everything from branding to coding to marketing.
The truth? UI/UX design is powerful, but it’s also specific — it focuses on shaping how users interact with your product and how they feel while doing so.

Without a clear understanding of what UI UX designing services include (and what they don’t), teams risk misaligned expectations, wasted resources, and frustrating project delays.

This Design Journal guide breaks down exactly where UI/UX design starts and ends — so you know what to expect, what to budget for, and how to work with designers effectively.

Understanding UI vs UX: The foundation

Before diving into what’s included in UI/UX services, it’s important to understand the difference between the two.

While they work hand in hand, UI and UX have distinct roles in the design process — and knowing the distinction helps avoid confusion about deliverables.

UI (User Interface)

User interface is the visual touchpoint of your product — the part users see and interact with directly. It includes the look, layout, and aesthetic details that make an interface appealing and easy to navigate.

This covers elements like buttons, icons, color schemes, typography, and spacing. A good UI ensures that every visual element is consistent with the brand and that it intuitively guides the user toward their goal. In short, UI answers the question: How does it look and feel?

UX (User Experience)

User experience is about the journey, not just the destination. It focuses on the entire user interaction with a product — from the moment they discover it, to how they navigate through it, to how satisfied they are after using it.

This involves understanding user behavior, mapping out flows, organizing information logically, and removing friction points. A great UX ensures the product is not only usable but also enjoyable, answering the question: How does it work for the user?

Why they work best together?

A product with beautiful visuals but poor usability will frustrate users, while a product that’s highly functional but visually unappealing may fail to attract them in the first place. UI and UX complement each other: UI draws users in, and UX keeps them engaged.

When these two disciplines are aligned, they create an experience that is both delightful and effective — which is the ultimate goal of any UI/UX project.

What UI UX designing services include?

UI/UX design isn’t just about making a product attractive — it’s about crafting an experience that works for users and delivers on business goals.

A professional UI/UX process involves a series of research-driven, structured steps, each designed to remove guesswork and replace it with informed decisions.

While every agency or freelancer might have slight variations, these core services are typically part of a complete UI/UX package:

Research & strategy

Design without research is like building a house without a foundation.

UX research agency begins the process with understanding your target audience — who they are, what they need, and what frustrates them.

• User Research: Designers collect insights through interviews, surveys, focus groups, and analytics to identify real user needs and behaviors.
• Competitor Analysis: They study similar products in your market, spotting both opportunities and pitfalls to avoid.
• UX Audits: For existing products, UX audit agency identify usability issues and overlooked opportunities for improvement.

The outcome of this stage is a clear design strategy — a roadmap ensuring every design decision serves both the user and the business.

Information architecture (IA)

Think of IA as the skeleton of your product. It organizes information so users find what they need without confusion.

• Sitemaps: Provide a bird’s-eye view of all screens/pages and how they connect.
• Content Hierarchy: Decides what appears first, where it appears, and how it guides the user journey.
• Navigation Design: Ensures menus, links, and pathways feel intuitive, reducing the time and effort needed to reach a goal.

A strong IA prevents users from feeling “lost” and keeps them moving confidently through your product.

Wireframing & prototyping

Before committing to visuals, designers create wireframes — low-fidelity layouts showing structure and functionality without design details.

• Wireframes: Outline where elements like buttons, forms, and images will go, helping teams agree on functionality before styling.
• Interactive Prototypes: Clickable models that simulate the real product, allowing for early testing with stakeholders and users.

This step done by rapid prototyping company reduces costly changes later by validating ideas before development starts.

Visual design (UI)

Once the structure is locked, the design moves into visual refinement — how your product looks and feels.

• Brand Integration: Applying your brand’s colors, typography, icons, and imagery to ensure a consistent identity.
• Design Systems & Style Guides: Documenting rules so every button, heading, and icon stays consistent, even in future updates.
• Microinteractions & Animations: Adding subtle microinteractions and transitions and effects that make interactions feel smooth and engaging.

Here, the goal is beauty with purpose — visuals that are attractive but always in service of usability.

Usability testing & iteration

Good design isn’t “set and forget” — it evolves.

• A/B Testing: Comparing variations to see which performs better.
• User Feedback Analysis: Observing real users interact with the design to spot hidden issues.
• Iterative Improvements: Refining layouts, flows, or visuals based on data, not opinion.

This stage done by usability testing agency ensures the final product not only looks polished but performs optimally under real-world use.

Collaboration with development (Optional but common)

While UI/UX designers don’t typically code, they often work closely with developers to ensure design intent is preserved during implementation.

This can include preparing developer handoff files, answering design-related questions, and reviewing builds for accuracy.

What UI UX designing services don’t include?

One of the biggest causes of frustration in design projects is scope confusion — when clients assume that UI/UX designers will handle everything from branding to coding to post-launch marketing.

In reality, UI/UX design has a defined focus: understanding users, designing interfaces, and improving the overall experience. Certain tasks fall outside that scope unless explicitly agreed upon in the contract.

Being aware of what’s not included helps you plan your budget better, avoid delays, and bring the right experts on board at the right time.

Content creation

While designers may recommend where copy should go or suggest tone guidelines to match the design, creating full-scale written content isn’t included in standard UI/UX packages.

This means they won’t:

• Write blog posts or product descriptions.
• Craft detailed marketing copy.
• Develop long-form brand storytelling.

Those tasks are handled by content writers or marketing specialists. UI/UX designers focus on how that content is displayed and consumed — not on creating it from scratch.

Post-launch marketing & SEO

Design can support marketing by making your site SEO-friendly (e.g., mobile responsive, fast-loading, accessible), but it doesn’t include:

• Running ad campaigns.
• Managing social media.
• Continuous keyword optimization.
• Backlink strategies or influencer outreach.

These are handled by dedicated digital marketing teams. UI/UX design lays the groundwork for discoverability, but doesn’t actively manage it after launch.

Customer support & operations

Even if a UI/UX team designs your support chat interface, help center, or ticket system, they won’t be the ones responding to customers or resolving their issues.

Customer support requires operational staffing and processes that go beyond the designer’s scope. Designers create the tools; your team uses them to engage and assist users.

Business strategy & sales consulting

A good design team will align the product with your business goals, but deciding your pricing model, sales pitch, target market, or overall business plan is the job of strategists and consultants.

UI/UX informs business direction with user insights but doesn’t replace high-level strategic planning.

Maintenance & ongoing feature development (Unless specified)

Once the design is delivered and handed off, any new features, redesigns, or ongoing maintenance may require a separate agreement.

This ensures that both sides know whether the designer will be involved after launch or if the engagement ends once the final files are delivered.

This separation isn’t about limiting what designers can do — many are multi-skilled — but about clarifying expectations so every stage of the product lifecycle is handled by the right expert at the right time.

Why this distinction matters?

In design projects, clarity is more valuable than speed. When both clients and designers are aligned on what’s included — and what’s not — you avoid hidden surprises, protect your timeline, and make sure every team member is set up to succeed.

Without this clarity, you risk scope creep, overextended resources, and a final product that doesn’t meet expectations.

Here’s why making this distinction is so important:

Prevents miscommunication

Miscommunication is one of the most expensive mistakes in any project. If the client assumes UI/UX design includes UI development services, content writing, or SEO, but the designer has no plan for those tasks, deadlines will slip and trust can erode.

By documenting exactly what the design team is responsible for, you remove ambiguity. Clients won’t be left wondering why a task hasn’t been done, and designers won’t feel pressured to take on work outside their expertise.

This clear agreement upfront acts like a project safety net, keeping everyone on the same page from day one.

Optimizes budget allocation

Every project has a finite budget — and where that money goes determines the quality of the outcome.

When you know exactly what UI/UX covers, you can allocate funds more effectively:

• Hire AngularJS developers for coding.
• Bringing in content writers for messaging.
• Setting aside a budget for post-launch marketing.

This prevents overspending on one area while leaving another underfunded.

For example, spending your entire budget on beautiful UI without reserving funds for development could leave you with great designs but no functional product. Scope clarity ensures money is spent where it matters most.

Improves collaboration between teams

UI/UX design is just one part of a bigger ecosystem. When roles are clearly defined, different teams — design, development, marketing, customer support — can work in harmony instead of stepping on each other’s toes.

This clarity also speeds up handoffs. Developers can work with complete design specifications without having to chase down missing files. Marketers can prepare campaigns knowing when designs will be ready. The result? Less back-and-forth, more forward progress.

Leads to better end results

When designers are free to focus solely on research, prototyping, and refining user experiences — without getting bogged down in unrelated tasks — their work becomes more in-depth and thoughtful.

A focused UI/UX process means:

• User flows are logical and intuitive.
• Visuals are aligned with brand identity.
• The product feels polished and consistent throughout.

The alternative — splitting a designer’s time between core design work and unrelated responsibilities — dilutes quality.

By respecting the boundaries of UI/UX services, you ensure that every decision is made with user experience at the forefront.

Protects the integrity of the process (Bonus point)

The UI/UX process is built on research, iteration, and refinement. Taking on tasks outside its scope can shortcut that process, leading to rushed work and overlooked details.

Clear boundaries allow designers to follow their methodology without compromise, resulting in a final product that not only meets your vision but also performs well in real-world use.

How to choose the right UI UX partner?

Finding the right UI/UX partner is about more than just hiring a skilled designer — it’s about choosing someone who understands your business goals, your users, and how to connect the two through design.

A good partner will bring structure, clarity, and creative problem-solving to your project. A poor fit, on the other hand, can lead to missed deadlines, wasted budget, and an end product that doesn’t meet user needs.

Here’s what to look for when making your decision:

Clear definition of deliverables

A professional UI UX design company should be able to tell you exactly what you’ll get — from research outputs and wireframes to final high-fidelity designs.

Ask for a scope document or proposal that lists each deliverable, the format you’ll receive it in, and when you can expect it.

This not only avoids confusion but also helps you compare agencies or freelancers on a like-for-like basis.

Proven process and methodology

UI/UX isn’t guesswork — it’s a structured process that starts with research and ends with tested, validated designs.

Ask potential partners:

• How they approach research and user testing.
• Whether they follow an iterative design process.
• How they handle feedback and revisions.

A strong process means you’re not relying on luck or trends — you’re getting designs built on data, strategy, and user insight.

A portfolio that shows range and depth

Portfolios reveal not just visual skills but also problem-solving abilities. Look for:

• Variety: Have they worked across different industries or product types?
• Depth: Do their case studies explain the problem, their approach, and the results?
• Consistency: Is there a clear quality standard across all their work?

This indicates whether they can effectively adapt to your project’s unique challenges, rather than applying a one-size-fits-all approach.

Strong communication and collaboration skills

Even the most talented designer can struggle if they don’t communicate well. Your UI/UX partner should:

• Explain design choices in plain language (not just design jargon).
• Be open to feedback without compromising the user’s best interest.
• Collaborate smoothly with your developers, marketers, and other stakeholders.

Good communication ensures your vision is understood and translated into reality without unnecessary delays.

Alignment with your business goals

Great design isn’t just beautiful — it’s purposeful. The right UX consulting company will ask about your business objectives, target audience, and success metrics before they even open a design tool.

They should understand that UI/UX is a business investment and aim to create designs that deliver measurable results, whether that’s increased conversions, improved retention, or stronger brand perception.

Conclusion

What UI UX designing services include go far beyond just creating something that “looks good.” They bridge the gap between user needs and business goals, ensuring digital products are not only aesthetically pleasing but also functional, intuitive, and enjoyable to use.

By understanding what these services include—and just as importantly, what they don’t—you can set clear expectations, collaborate better with design teams, and invest your resources more wisely.

Whether you’re building a new product or refining an existing one, a well-structured UI/UX process ensures your end result delivers value, drives engagement, and strengthens brand trust.

Frequently asked questions

What is UX UI design services?

UI/UX design services encompass the process of researching, conceptualizing, designing, and testing digital experiences for websites, apps, and other platforms.

• UX (User Experience) focuses on how the product works—ensuring it’s intuitive, efficient, and aligned with user needs.
• UI (User Interface) focuses on how the product looks—covering visual design, color schemes, typography, and overall aesthetics.

What are the 7 pillars of UX design?

The 7 pillars of UX design represent the foundational principles that guide user-centered design:

1. Useful – The product must fulfill a genuine need.
2. Usable – The interface should be easy to use and navigate.
3. Findable – Information should be organized so users can locate it effortlessly.
4. Credible – Users must trust the product and brand.
5. Desirable – Design should be visually engaging and emotionally appealing.
6. Accessible – The product should be usable by people with varying abilities.
7. Valuable – It must create value for both users and the business.

What all comes under UI/UX design?

UI/UX design covers a wide spectrum of services, including:

• User research & persona creation – Understanding the target audience.
• Wireframing & prototyping – Structuring content and creating interactive models.
• Visual design – Defining color palettes, typography, layouts, and imagery.
• Interaction design – Crafting smooth transitions, animations, and micro-interactions.
• Usability testing – Validating designs through user feedback.
• Accessibility compliance – Ensuring inclusivity for all users.

What are the 5 elements of UI/UX design?

The five core elements of UI/UX design are:

1. Strategy – Understanding business goals and user needs.
2. Scope – Defining features, functionalities, and content.
3. Structure – Organizing information and defining navigation flow.
4. Skeleton – Designing wireframes and layouts to guide visual placement.
5. Surface – Applying the final visual design, including branding and aesthetics.