When it comes to watching a movie, playing a video game, or even shopping online for certain types of products, it\u2019s almost all about experience. If the experience was good, some amount of pleasure was involved.\nHowever, when you want to book a cab on your mobile app, you are not looking for experience in the sense of pleasure. You are looking to get the task done as quickly as possible. The same is true when you want to fill out your employer\u2019s time sheet software.\nRole of UI in strategy translation\nStrategy translation matters more at \u201chigher\u201d level steps such as the step involving the discovery of a \u201creservoir\u201d (a set of processes that, if done further work on, has the potential to generate strategic objectives). But the same objectives must drive all strategy translation steps right until the end. The steps include the task of designing the user interface (UI) architecture.\nWhile designing the UI for your tech, there are two broad factors to consider. And while your tech\u2019s UI may need to address many or most of the design principles that span both of these broad factors, only some will be the key ones \u2013 when you are laser-focused on achieving strategic objectives. The question therefore is: which ones?\nUI factor 1: experience\nIn the old tech-centric era, programmers created the UI. They did so viewing the UI merely as a medium to access the functionality they created. Software with such a UI was hard to learn, hard to use, and error-prone. So, experts in human factors were introduced to create the UI. The contribution of these experts was game-changing. They viewed the UI as a medium for human-computer interaction. The code for usable software was cracked and software adoption improved.\nThis success, however, created in the minds of practitioners such a strong UI-Usability association, it led to over-specialization to the point of hindering other perspectives from being explored and used. The only thing that kept changing was the label: from ergonomics and human factors design to usability and user-centric design to user experience design and to \u2013 you won\u2019t believe this \u2013 design thinking. Regardless of the label, the older design principles have not gone away: easy to learn, easy to use, and good aesthetics. But \u201cexperience\u201d connotes something new: the presence or absence of pleasure or pleasantness. For example, in our \u201cbook cab\u201d example, the customer experience discipline will try and ensure passenger pleasure during the ride.\nComing back to UI, it is fair to assume that the conventional term \u201cuser experience\u201d includes the traditional UI principles as well as pleasure. Thankfully, this set of principles can be learned because there are lots of literature, training, and experts available. What\u2019s often missed is the other one of the two factors.\nUI factor 2: process-view and productivity\nTech used by organizations and their stakeholder institutions such as suppliers encapsulates business processes. Interestingly, a lot of the process tasks encapsulated in these technologies are executed through the UI \u2013 often with, and in some cases without, human interaction. Although the UI has no life of its own without the backend, the UI is process \u2013 from the standpoint of an organization\u2019s users.\n\u00a0\nWhere is 60 percent of an organization\u2019s processes?\nA study conducted in the mid-2000s at my previous employer Cognizant Technology Solutions suggested that about 60 percent of an organization\u2019s processes could be in user interfaces. Industries that invested more in tech therefore had a larger percent of processes in the UI.\n\nFrom the organization\u2019s perspective, productivity and speed are more important, relative to, say, aesthetics or pleasure. Think of certain types of tech, say, a bank\u2019s loan system that encapsulates origination, processing, underwriting, and closing. If the UI could be designed using a process view, the steps could be completed faster, thus allowing more customers to be served in a shorter time.\nUsing a process view means we design the UI like we would a process \u2013 an approach that determines how work itself gets done. So it\u2019s important for tech teams to also have access to process-centric method and skills.\nEnd note\nFor process-focused tech used by organizations, using the experience factor alone might lock key value. Learning from the design of everyday products such as coffee mugs is good; learning from the movie analogy too is good. Cross-disciplinary skills are always helpful. However, they may have limited use when it comes to technologies used in organizations. In fact, moving farther and farther away from processes and organizational strategy can be disastrous from organization standpoint.\nSo, start by identifying which UI factor and which principles are key \u2013 the ones that contribute to strategic objectives. Then, focus your best efforts on them.