Properly planning the visual appearance and user experience of a website improves the impact. This translates into the reduction of dropout rates and the improvement of interactions.
Usability is an intrinsic part of business improvement policies, which is why UX design trends must be taken into account .
Improving the user experience of a web involves optimizing the elements and here we have to make a fine spin. A valid solution for one company may not be for another, although there are certain patterns to follow.
Subtle changes in the UX design that a priori seem insignificant can mean big global improvements. For this reason, a good study can provide adequate brushstrokes, but we must bear in mind the new UX design trends and tools that can help us improve.
The UX design is not optional, it is a necessity
The application of usability to the design extends to all types of websites. We speak of a landing page, an eCommerce, and of course its mobile versions. This last section will receive special relevance starting next July.
From that moment, Google will take into account the loading speed in these terminals to classify the searches. And is that speed is closely related to usability. According to IMPACT, up to 54% of users feel frustrated if the site is not optimized for mobile.
It may be interesting to take a look back at the ones that were announced as 2017 UX design trends. Artificial Intelligence and the use of chat bots, together with Mobile-First (designing first for mobile and “adapting” to other terminals) and Virtual Reality, monopolized all forecasts.
It is also worth mentioning the responsive design (each time with a greater share of implantation), the micro interactions or the compassionate design (more empathetic with the user).
Each last bull has had its share of prominence. But possibly the chat bots are the winners, closely linked, yes, to the Artificial Intelligence. Now, what does 2018 hold for us?
End of Dark Patterns
Colors, positioning elements, the aforementioned loading speed or user routing are critical in the UX design . But there are many who use UX techniques in a deceptive way in order to “force” to perform unwanted actions.
We refer to those tactics that may be intended to make a user reveal personal data or spend money. It does not have to be illegal, much less; only on little “ethical” occasions.
These interfaces are known as Dark Patterns . Many times what they are looking for is a quick and short-term result instead of quality and happy users. And that in the end is paid.
You can also fall into this type of interfaces for poor designs. This is the case of not correctly redirecting a url (intentionally or not) or not offering a link to unsubscribe in a newsletter.
Fortunately, there are more and more mechanisms to curb this trend. Google penalizes them more and more harshly and the users themselves.
For this year it is expected that they will decrease considerably (for example they may try to evolve towards a user-friendly model ).
Another trend for 2018 is the establishment of Artificial Intelligence. This is at least predicted by Andy Budd, CEO of Clear left. According to him, it is a direct consequence of the fact that this technology is already being implemented to improve productivity in many companies.
This is another of the critical elements that will directly affect the UX design . The society is very sensitive to any violation of their privacy and this has its impact on the designs. The regulations (do not forget the new General Data Protection Regulation that will come into effect next May, 2018) make the UX user experience design appropriate.
More tools and better
No one is oblivious to the speed with which technology evolves. The tools we have at our disposal to improve usability, such as UX Pin , will also do so.
And more if we take into account that UX user experience design is increasingly focused on complete business systems. That’s why cloud solutions will continue to grow. They favor collaborative design work improving all the processes involved.
And we can not forget great hopes placed on improving personalization to make it smarter, Omni-channel UX, biometric authentication or Augmented Reality, among others.