Great user interface design is about helping users achieve their goals with the least amount of friction. It supports the overall user experience along with typography, visual design, copy, and tone of voice. It’s about being usable without drawing undue attention to itself. It needs to function well, with no bells and no whistles. Clean, clear, simple, precise. Great user interfaces also need to be flexible (website localisation being a prime example) and scalable to accommodate additional features that may be added later in the product lifecycle.
The goal of prototyping is to iron out any interaction issues before we get too far into the web design and coding process. We check interactions and functionality, page layouts, navigation and tone of voice.
We always aim to identify key user tasks and goals, then create prototypes to ensure these goals are achievable.
This is a very quick way to get feedback and sense-check ideas. It takes very little time to create a paper prototype and can save hours of development time in the long run.