UX/UI Design Trends to Watch in 2024

As customers increasingly interact with companies through online platforms, these businesses compete with others for views and market share. Therefore, strategies that increase views and market share are growing in importance. User Experience (UX) and User Interface (UI) are two strategies that are becoming increasingly crucial in website development. 

UX refers to the overall impression users have when interacting with a website, app, or other digital assets of a company. Generally, the smoother the interaction, the more positive the impression the user forms, and the more likely they are to return or take further steps along the customer journey. The designer's task is to make the process from search to purchase as seamless and frustration-free as possible. 

UI refers to the digital tools used to facilitate this process. It includes aspects such as menu item placement and button design—all the small details that together create the environment where users interact. UX and UI are constantly evolving, with new ideas sparking innovative techniques and vice versa. In the following sections, we'll look at some of the most exciting 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 asymmetrical 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. These strategies serve the main goals: making the site memorable, engaging visitors, and giving them a reason to return. 

Brutalism

Brutalism prioritizes function over form, with an emphasis on simplicity and usability. This trend has made a comeback after some time away. The resurgence includes using standard browser fonts, gradients, contrasting colors, and a more old-school style of graphics, illustrations, and photos. Essentially, it's a nod to the 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, as seen in the popular app BeReal, which prompts users at an unexpected time each day to stop what they're doing and take a photo of their activity along with their face. The following video shows some examples of brutalism in action.

Gradient

The gradient—and the related ombre technique—can add interest to otherwise plain images. It is useful in interfaces, backgrounds, and other design elements. Like bold colors and brutalism mentioned elsewhere in this article, gradients are a bolder choice that grabs attention and conveys a fun mood and happy times (perhaps partly in response to the dreary mood of the pandemic years). 

Personalization

Personalization features on websites and apps allow users to take their browsing or shopping experience to the next level. These features include recommendations based on previous searches and purchases, as well as the user's current location. For example, a retail app might ask users to enter a specific store location they usually visit and display results based on that. The search results can then indicate whether a given item is in stock at that store.
Some personalization options are more whimsical than functional. A recent blog post from Shakuro states that "the Telegram messenger allows users to change the color theme, text size, and background, and to set custom language packs, such as cat language." 

Nostalgia

Regardless of which generation you belong to, 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 related to the 90s, and Generation X loves everything related to the 80s.
Designers take this into account when creating interfaces aimed at specific age groups. Additionally, designers are becoming bolder in their color choices and are returning to popular themes and patterns from the past, such as neon or bright shades reminiscent of candy.

Eco-Design

This design element relates to hardware rather than software, which is typical for most other items on 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 don't have to throw away old devices when replacing them with new ones.
Such a strategy may seem counterproductive, since manufacturers certainly want to sell more of their products. However, one cannot ignore the trend where consumers, especially young ones, are interested in the values of the companies they work with.

Digital Well‑being

As the online world evolves, we become increasingly aware of its negative impact on physical and mental health. In a review of studies, Time magazine states that "the average screen time for adults in the US and other countries has increased by 60‑80% compared to the pre‑pandemic period." Like many things in this world, a healthy approach depends on our ability to recognize and set boundaries. However, the source of impact can also be adjusted. In the case of the digital world, more and more tools are appearing 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 teenagers interact only with those who do not wish them 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 alert knowledge workers when it's time to get up from the computer and stretch, to soothing screen colors that help calm down during the day. Some apps are even designed specifically to promote 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 in 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, design elements can look silly, and may not fit well with your brand.
On the other hand, hand‑drawn elements can be designed to perfectly support your brand and express the messages you want to convey about people and topics. They can also add a touch of uniqueness to a website or app, potentially attracting viewers and customers and giving them a reason to return. As noted in a Shakuro post: "Such visual imagery creates a strong connection with consumers based on emotional ties. People recognize the product just by looking at the images, as if the brand is an old friend."

Microinteractions

Micro-interactions 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 on Facebook and has become a common element in many online spaces. 
Other examples: a scroll bar showing how deep you've gone into an article; jumping dots that appear when someone is typing a message to let you know they are replying; a progress indicator showing how far the upload has progressed; a funny error message that appears when the requested page cannot load.
Such interactions provide a higher quality UX, convincing users of websites and apps 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. 

UX for Different Devices

Currently, more and more customers are switching from one device to another to use the same website. For example, a user might start searching on their favorite e-commerce platform on their phone during their commute and complete the transaction on their desktop upon arrival. This means that to ensure a smooth transition, designers must ensure that 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 underway. 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 customers with new experiences.

Accessibility

Accessibility is becoming an increasingly mandatory requirement. One notable 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. 
Specific features include voice search for hands-free operation, contrasting colors to help people with visual impairments, adjustable text size for easier reading by all viewers, and video subtitles to support people with hearing impairments. All these features help elderly 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 ordinary as scrolling might not seem like a design element, but it certainly is. Over the years, the way of scrolling has changed from a simple static movement leading the viewer 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 animations and other dynamic elements against a background of static images. This way of scrolling is very engaging and attention-grabbing, giving viewers a reason to return to the site. Designers are likely to continue experimenting with this method, but it is only suitable for some sites, so caution should be exercised.

Dark Mode

Dark mode can be enabled on devices like smartphones and is typically used at night to improve visibility. Some people simply prefer it over the standard light mode. At the same time, more and more apps are being designed with dark mode because it is easier on the eyes and causes less strain than a light background. Twitter is one of the major platforms that adopted this trend, and in the coming year, we will likely see even more apps featuring this mode.

3D Images

3D images provide users with an interesting and interactive, more engaging experience than 2D images. Some 3D presentations serve as the basis for powerful storytelling and allow viewers to feel as if they are interacting with objects in real life. But even simple 3D additions to static images can stand out and become more memorable. As with other design elements that truly stand out, a little can go a long way, so designers should ensure that they support the core ideas and functionality rather than overwhelm them. 

Mobile-First Design

In the past, designers would create websites for desktop computers or laptops and then move on to develop a mobile version. However, since mobile devices account for the majority of internet traffic, designers should consider building sites from a mobile perspective first and then develop versions for other device types. Using responsive design ensures that regardless of which device is used, viewers get the same high quality experience. 

VR

Many websites and apps are an ideal place to use virtual reality (VR) technology to create a better user interface. While games are an obvious example of this technology's application, it has virtually limitless 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. Teachers can use it to transport users to historical eras they are discussing. And retailers can use it to display the finest details of their products. 
Augmented reality is a related technology that can also be very useful. For instance, a museum can create an app that provides visitors with information about exhibits as they approach and logically guides them through the collection. 

Biometric Access 

Although 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, which makes hackers' jobs much easier. Password managers like Dashlane can help, but they don't guarantee security. 
Furthermore, passwords are becoming less necessary as new solutions replace them. Biometrics includes fingerprint and facial recognition, while technological alternatives include physical keys or authorization numbers sent to the user's mobile device. Rather than being used as an add-on, these capabilities are increasingly being integrated into the design of websites and apps.

Immersive Experience

Websites of companies that produce interesting products tell about them with an immersive effect, allowing visitors to get a real sense of what the product is like. An example would be car company websites that detail every aspect of a vehicle, 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

See also: Corporate portals, Best methodologies for corporate software development, Software development.