Websites have become so much more than a landing page to verify you're a legit business. These days, people give a lot more thought – and money – to user interface design (UI) and user experience (UX). A good user experience will keep visitors coming back again and again.
So, what are the upcoming user experience design trends we're likely to see in 2018?
Facebook have made chatbots accessible and easy-to-use through Facebook Messenger. Chatbots are useful for many things, like customer service and brand awareness.
There are a lot of businesses already on Facebook trying out and loving chatbots. A well-executed chatbot can interact with users seamlessly like a human being.
With the rise of chatbots, designers and UX professionals will have to shift their focus. Phones and computers are common now, but the new focus is voice technology. Which leads us into the next trend of 2018!
While chatbots focus on the written word, the use of voice as an interface is rapidly expanding. We're sure you've seen products such as Alexa, Google Home and Apple Homepod. Smartphones are also voice tools with Siri, Cortana and the Google assistant available.
Voice creates new opportunities for UX designers to think about. How does voice change our digital interactions? Voice also allows brands to extend their personality and integrate with our day to day lives.
As artificial intelligence improves alongside machine learning, voice could trigger a huge transformation.
Personalised user experience
Another growing user experience design trend in 2018 is personalised user experience. This is like what Amazon, Netflix, and Facebook are currently doing.
A person going to Amazon's website will not see the exact same Amazon website that a second person opens. This is because the products are adapting to the person’s previous purchases and habits.
Before, this type of technology was only available to huge online businesses. Now, companies like Google are creating their own machine learning platforms. Developers can use these with their own data to start gathering user insights and help shape the UX.
Traditionally, designers would create a website layout wireframe before thinking of any content. With content-focused design, content comes first. The website design supports the content, not the other way around. So, buttons, sidebars, and other confusing elements disappear. You've spent all this time writing content, so you want people to enjoy reading it!
With content-focused design, users feel like the organisation genuinely wants to help them. By giving content away for free, visitors buy into your brand and are more likely to buy your product or service.