The Formula for a Lucid UI

A great number of people are still not sure what the difference between UI and UX is. The answer is simple; The User Experience (UX) is the feeling a stakeholder has when interacting with your organisation. The User Interface (UI) is one of the methods your stakeholders use to interact with your organisation. A great UI is therefor an element of a good UX.

In this 10 minute read, I’ll walk you through the most important aspects of a great User Interface. I will unrightfully ignore all technical elements, but I’d be happy to tell you all about that in person. Just invite me over for some coffee!

Lucid Design

Lucid Message

Lucid Flow

Lucid User Interface
Lucid Design


Your branding is the common denominator throughout your digital product(s). Your logo, and the values for which it stands, are therefor a massive influence on the general appeal of your digital product(s).


The styling of your digital product(s) should reflect your brand and feel comfortable to your users. Personalised styling is an opportunity for improving the retention rates of your digital product(s).


Your design of your digital product(s) should always be consistent. Elements that intent the same, should therefor look and behave the same.


Whether you should use media is dependant on the type of digital product you’re concerned about. Finding the right (ideally personalised) media mix can help you optimise the conversion rates of your digital product(s).


It goes without saying that your user interface should be optimised for every device it’s being used on. Make sure to pay attention to the details, like the email templates you use.

User Feedback

All digital products should have elements the user can interact with. Visual- and textual user feedback enables the user to optimally interact with your digital product.

Lucid Message


The right informational structure helps the user to understand, decide and act. Personalising the structure of your message is crucial if your target audience is diverse in terms of experience and knowledge.


To enable your user to act, you must serve him/her the right information on the right time. Persona’s, data and personalisation can help you achieve this.

Tone of Voice

The tone of voice you use throughout your communications should reflect your brand, be consistent and feel comfortable to your users.


Language has a huge impact on the usability of your digital product(s). Nowadays, adapting to your users’ language preferences is more a ‘must’ than a ‘nice to have’.

Assumed prerequisite knowledge

Regardless of why, there’s always something you don’t explain to your users. The lack of this information can be the reason for bounced prospects and should therefor be scrutinised.

Lucid Flow


Your digital product consists of a collection of flows, or ’journeys’. The structure of a journey determines how effective your users can ultimately be using it.

Ease of use

To enable your users to be effective, you should make life easy for them. Tell them exactly what to do, how to do it and eliminate all possibilities for mistakes.


There’s nothing more enjoying then being forced to do something useless. Among others, quick sign in, pre-filled forms and easy payments are now hard requirements.

Outbound links

As long as users are using your platform, you can steer them in the right direction. But if you steer them away, it’s hard to get them back. You should therefor scrutinise every outbound path included in your digital product(s).