Posts Tagged 'ux'

UX is the new semi-God

Over the past 2 months at Inkod-Hypera I learned a lot about the importance of user experience (UX) and user interface (UI) in the process of making web (or mobile) products. First off, those 2 expressions are not the same, in fact, UX govern UI (in web-lingo: UX is the parent, UI is the child). Secondly, user experience (UX) is based on social and cultural trends whereas user interface (UI) is more based on technology – multi-touch, touch, mouse, command-line, speech, etc. The direct result of the latter is that user experience is both subjective in nature and dynamic, because it relates to an individual’s performance, feelings and thoughts about the system – that can change, over a period of time. in 1999 in 1999

Over at Inkod-Hypera we developed a proven methodology that puts great emphasis on UX, before Photoshop is even launched. We do product concept, benchmarking, usability testing, user interface planning (mockups/wireframes), functional specification and only then – guiding our in-house studio for the design aspect. During my time here, I’ve met with dozens of customers, 3rd party vendors, entrepreneurs, ad agencies, and more to get a feeling of how they perceive the field of UX and design. Unfortunately, especially with start-ups and 1st time entrepreneurs – the focus is still on the what, instead of the why/who/how.

Met this week a good friend, developer since the age of 12, ex-CTO, co-founder of 2 start-ups and CEO of a 3rd one, that told me ‘UX is the new semi-God‘. Not CTO, not the code, not the product (what) – but the business (why/who/how). And he said it took him 2 years to realize that, and outsource the work to an expert. It doesn’t matter if you’re writing the code in PHP, Java, .Net, or Rubi – the software will work. But if you haven’t figured out the user (who), the problem that needs solving (why), and the right way to solve it (how) – that’s not good.

I’m not saying ‘Hire us’, this is not a sales pitch (ok, ok –  half sales-pitch). I do say ‘work with experts‘ – you have developers, right? Hire UX experts, or outsource the work. in 2010 in 2010

As the internet evolves, and mobile becomes a larger aspect of our lives, I hope people will pay more attention to user experience, and understand its importance from day 1, not launch + day 1.

Inkod-Hypera – Design and UI

During the past 10 years in IT my roles were predominantly in the end-user position – either selling or marketing of a product or a service. I was familiar with the process, just not part of it. Well, this has changed, as of June 1st.


Inkod-Hypera is a leading design company in Israel, doing some amazing (really amazing) and beautiful work in a variety of web and mobile projects. Our main focus is design, UI (user interface) and UX (user experience), in which we help hundreds of customers create beauty: Yedda, Remmikub, City of David, Sandisk,, National Geographic, MTV, aniBoom, adsMarket, Sparkeo, travelfusion,, Daka90, HOT-ynet, and many more.

As the Marketing Manager I handle strategy, lead generation, brand management and positioning, sponsorship and events, PR, BR (bloggers relations), community and social, marcom, online/offline, and other stuff as well. Here’s a profile slide that you can download/share around. For business opportunities (or just social), feel free to contact me at dvir at inkod-hypera dot com. Samples of our work – after the embedded slideshare presentation and online. Enjoy!

Inkod-Hypera Overview – Exclusive Designs

View more presentations from Dvir Reznik.
MTV - Web Visual Concepts

MTV - Web Visual Concepts

bee2gether - Facebook apps UI & Design

bee2gether - Facebook apps UI & Design

Remmikub - Visual Concept and

Remmikub - Web UX, Visual Concept and Animation

HOT-ynet video portal - Web Portal UI & Design

HOT-ynet video portal - Web Portal UI & Design

Ormat - Web Corporate UI & Design

Ormat - Web Corporate UI & Design

Mobile & Media Consultant. I help startup companies launch products to the consumer market. Reach out: dvir.reznik [at]



This is my personal blog. The postings here do not represent the thoughts, intentions, plans or strategies of my past employers or of my clients. It is solely my opinion.