UX/UI Design Trends to Watch in 2024
As customers increasingly interact with companies through online platforms, these companies compete with others for views and market share. Therefore, strategies to increase views and market share are becoming more important. User experience (UX) and user interface (UI) are two strategies that are becoming increasingly important in website development.
UX refers to the overall impression users have when interacting with a website, application, or other digital assets of a company. Generally, the smoother the interaction, the more positive the impression, and the more likely the user will return or take further steps in the customer journey. The designer's task is to make the process from search to purchase as smooth and frustration-free as possible.
UI refers to the digital tools used to facilitate this process. It includes aspects such as the placement of menu items and button design—all the small details that together create the environment in which users interact. UX and UI are constantly evolving, with new ideas giving rise to innovative methods and vice versa. In the following sections, we will look at some of the most interesting trends in UX and UI design that are likely to appear on websites, apps, and other digital assets of many companies in 2024.
Asymmetry
Designers use asymmetric design to stand out and give viewers a different experience than in the past when all elements were perfectly aligned. Like some other approaches mentioned in this article, including brutalism, bold colors, and nostalgia, asymmetry surprises and delights viewers when used correctly. Such strategies serve the main goals: making the site memorable, engaging the visitor, and giving them a reason to return.
Brutalism
Brutalism prioritizes function over form with an emphasis on simplicity and usability. This is a trend that has made a comeback after some time away. The resurgence includes the use of default browser fonts, gradients, contrasting colors, older-style graphics, illustrations, and photos. Essentially, it’s a nod to elements many remember from the original internet.
Paired with nostalgia, already mentioned in this article, brutalism represents a less polished approach and shows things in a more realistic light. This trend is also reflected in app design, such as the popular app BeReal, which prompts users to interrupt their activities at an unexpected time each day to take a photo of what they are doing and their face. The following video shows some examples of brutalism in action.
Gradient
Gradients—and the related ombre technique—can add interest to otherwise simple images. They are useful in interfaces, backgrounds, and other design elements. Like bold colors and brutalism mentioned elsewhere in this article, gradients are a bolder choice that attracts attention and conveys a fun mood and happy times (perhaps partly in response to the gloomy mood of the pandemic years).
Personalization
Personalization tools on websites and apps allow users to elevate their browsing or shopping experience. Such features include recommendations based on previous searches and purchases, as well as the user's current location. For example, a retail app might ask the user to enter the specific store location they usually visit and display results based on that. The search result might show whether a particular item is in stock at that store.
Some personalization options are more whimsical than functional. A recent blog post from Shakuro states that "Telegram messenger allows users to change the color theme, text size, and background, as well as install custom language packs, such as cat language."
Nostalgia
Regardless of your generation, it’s very interesting to sometimes recall your formative years and what happened during that time, including historical events, TV shows and movies, and music. For example, Millennials love everything about the 90s, and Gen X loves everything about the 80s.
Designers take this into account when creating interfaces targeting specific age groups. In addition, designers are becoming bolder with color choices and returning to popular themes and patterns from the past, such as neon or bright candy-like shades.
Eco-Design
This design element relates to hardware rather than software, unlike most other points in this list. The goal of eco-design is to create products that generate no waste. This is achieved by extending the lifespan of devices so that users do not have to throw away old devices when replacing them with new ones.
Such a strategy may seem counterproductive because manufacturers naturally want to sell more of their products. However, the trend of consumers—especially younger ones—caring about the values of the companies they do business with cannot be ignored.
Digital Well-Being
As the online world evolves, we are increasingly aware of its negative impact on physical and mental health. A review of research in Time magazine states that "the average screen time for adults in the U.S. and other countries has increased by 60–80% compared to pre-pandemic levels." As with many things in this world, a healthy approach depends on our ability to be aware and set boundaries. However, the source of impact can also be adjusted. In the case of the digital world, more and more tools are emerging to help users maintain well-being.
For example, some apps offer timers that help users understand how much time they spend on the platform. Instagram has such tools, as well as features that allow parents to help teens interact only with those who mean them no harm and limit the time they spend online. Another example is the Android operating system, which includes tools that help users understand how much time they spend on each app and on their phone overall.
Digital well-being can also be achieved in other ways: from timers that remind knowledge workers to get up from the computer and stretch, to calming screen colors that help soothe during the day. Some apps are even designed specifically to improve well-being, focusing on meditation, sleep, nutrition, and drinking enough water.
Hand-Drawn Graphics
Hand-drawn graphics are a response to the overuse of stock images from services like Canva and Adobe Stock. Such content can speed up and simplify design development, but it can also be problematic and sometimes even off-putting, as it represents certain groups of people, sometimes has odd design elements, and can be far from your brand.
On the other hand, hand-drawn elements can be designed to perfectly support your brand and convey the messages you want to communicate about people and topics. They can also add flair to a website or app, potentially attracting viewers and customers and giving them a reason to return. A Shakuro post notes: "Such visuals create a strong connection with consumers based on emotional ties. People recognize the product just by looking at the images, as if the brand were an old friend."
Microinteractions
Microinteractions are small but important events that occur when customers use a website or app. One of the simplest examples is the Like button, which appeared in Facebook and has become a familiar element in many online spaces.
Other examples include a scroll bar showing how far you’ve progressed through an article; bouncing dots that appear when someone is typing a message to you so you know they are responding; a progress indicator showing how far along a download is; and a fun error message that appears when the page you requested cannot load.
Such interactions provide a higher quality UX because they give website and app users confidence that their actions have an effect and that something is happening. Designers are finding increasingly creative ways to use them to enhance the user experience.
Cross-Device UX
Currently, more and more customers use the same site from different devices. For example, a user might start browsing their favorite e-commerce platform on their phone during a train commute and complete the transaction on their desktop upon arrival. This means that to ensure a smooth transition, designers must ensure customers get a seamless experience regardless of which device they use.
Cursor Design
Everyone is familiar with standard cursor designs, such as the ubiquitous white arrow used to navigate the screen and the familiar hourglass indicating a process is running. However, designers are using more interesting and whimsical cursor designs that complement the websites and brands they are used for. Designers can even create custom cursors to provide new experiences for customers.
Accessibility
Accessibility is becoming increasingly mandatory. One prominent example is the European Union's adoption of the European Accessibility Act, which requires digital environments to meet accessibility standards. These standards cover computers, operating systems, smartphones, e-commerce sites, e-books, and banking services such as ATMs.
Such features include voice search for hands-free operation, contrasting colors to help people with visual impairments, adjustable text size for comfortable reading by all viewers, and video subtitles to support people with hearing impairments.
All these features help older people and people with disabilities access more products and services. Designers should familiarize themselves with the guidelines and ensure all projects comply.
Cards
Cards can be used in website design for various purposes. They can include product previews, blog post teasers, videos, images, tips, and many other types of content. The flexibility of cards makes it easier to design and organize information on a site.
Immersive Scrolling
Something as mundane as scrolling might not seem like a design element, but it certainly is. Over the years, the way we scroll has evolved from a simple static motion guiding viewers through content in a certain way to a much more dynamic presentation that allows for more intuitive exploration and navigation of the site.
With immersive scrolling, designers can showcase products in detail. Immersive scrolling is also called "scrollytelling" when it displays content with a narrative focus. Such presentations can include animation and other dynamic elements on top of static images. This type of scrolling is very engaging and attention-grabbing, giving viewers a reason to return to the site. Designers will likely continue to experiment with this method, but it is only suitable for some sites, so caution should be exercised.
Dark Mode
Devices like smartphones can be set to dark mode, which is typically used in low-light conditions for better visibility. Some people simply prefer it to the standard light mode. At the same time, more and more apps are being developed with dark mode because it is easier on the eyes and causes less strain than light backgrounds. Twitter is one of the major platforms that has picked up on this trend, and more apps with this mode are likely to appear in the coming year.
3D Graphics
3D graphics provide users with an interesting and interactive experience that is more engaging than 2D images. Some 3D presentations serve as a basis for powerful storytelling and allow viewers to feel like they are interacting with real-life objects. But even simple 3D additions to static images can stand out and be more memorable. As with other design elements that truly stand out, a little can go a long way, so designers should ensure they support the core ideas and functionality rather than overwhelm them.
Mobile-First Design
In the past, designers created sites for desktops or laptops and then moved on to building a mobile version. However, since mobile devices account for the majority of internet traffic, designers should consider creating sites from a mobile perspective first and then develop versions for other device types. Using responsive design ensures that regardless of the device used, viewers will get an equally high-quality experience.
VR
Many websites and apps are ideal places to use virtual reality (VR) technology to create a better user interface. While gaming is an obvious application of this technology, it has virtually unlimited uses in other areas as well. For example, real estate agents can use it to show homes to interested parties without needing to visit the site. Educators can use it to transport users to historical eras they are teaching about. And retailers can use it to showcase the tiniest details of their products.
Augmented reality is a related technology that can also be very useful. For instance, a museum might create an app that provides visitors with information about exhibits as they approach and logically guides them through the collection.
Biometric Access
While passwords have played an important role in the development of the digital world, they are becoming increasingly cumbersome. Many people use easily guessable passwords and reuse them, making hackers' jobs much easier. Password managers like Dashlane can help but do not guarantee security.
Moreover, passwords are becoming less necessary as new solutions replace them. Biometrics include fingerprint and facial recognition, while technological alternatives include physical keys or authorization numbers sent to the user's mobile device. Instead of being used as an add-on, these capabilities are increasingly being integrated into website and app designs.
Immersive Experiences
Company websites with interesting products tell visitors about them through immersive effects that give visitors a real sense of what those products are like. An example is car companies that present every aspect of the car in detail, including the dashboard and engine. Large font sizes and big images contribute to the immersive effect.
Choosing UX and UI Depends on the Target Market
As seen from the list above, good design in 2024 is all about the details and how every small element helps attract visitors. But the key to success in this is understanding the audience. For example, flashier elements like bold colors and striking immersive scrolling may appeal more to young and active viewers. At the same time, soft tones and a more self-directed approach may be more suitable for older target groups or those who prefer a calmer experience.
Similarly, hand-drawn graphics, alternative cursor designs, and anti-design elements may delight some viewers but confuse others. However, some elements are likely to be appreciated by all, and some may even go unnoticed by users. For example, microinteractions and personalization may not seem like design elements at all to some, but rather expected functionality.
To achieve the best results and high UX quality, designers should consider the user's perspective and be willing to change certain elements based on feedback and usage data.