When designing a website, an app, or portfolio, two things will always matter: the user and experience. A brand’s success in the digital space depends on whether users feel good or bad about it. The keyword here is “feel.” The emotional and intellectual response depends not only on how a brand works or how it looks, but how it feels.

This is the reason why companies invest in UX design. Companies that have successfully mastered UX design trends increased their revenue by 37%, a clear indicator of the connection between UX and ROI. Brands like Apple, Google, Dropbox, and Amazon are leaders in this field because they understand that exceptional customer experience is important if you genuinely care about your audience.

study by AppDynamics found that 90% of users stopped using an app due to poor performance, while 86% deleted and uninstalled an app citing problems with functionality and design.

Some would play it safe and just resign to the common standards of minimalism. Less is more, right? Not anymore. A simplified design is not necessarily minimalist, in the same way that a minimalist UX design is not necessarily simplified. This is about designing experiences.

The Power of Animation

We are seeing more websites and browsers move away from static imagery. Animation will continue to engage users by giving designs more personality. Developments with HTML5, CSS, and JQuery are starting to play a bigger role in this. Animations come in different forms to serve different purposes. They can come in the form of full-screen visuals integrated to work with scrolling and navigation, loading devices while waiting for content, or a hover-state device. Even an error 404 page can use an animation for entertainment.

According to UX professional Mark Di Sciullo, animation concepts must be aligned with specific needs of users to be truly of value. If the animation has meaning and purpose, it can be an effective tool not only in enhancing design but also to create appeal. Use this UX design trend carefully and sparingly. It must enhance the user experience, not detract from it.

Courage in Colors

In the past, many brands stick to web-safe colors. But recently — and in the future — we will be seeing more over-saturated, vibrant hues, and the use of gradients. After all, sticking with neutrals would not justify the technological advancements in screens and devices that are capable of reproducing richer tones.

Bolder colors easily attract users. They can also act as signifier for brands. Colors connote breaking new grounds. If you are shifting brand focus, a change in color can be very helpful.

If you intend to make bolder color choices, do check out uiGradients, Coolors, and Adobe Color. Color, one of the most important UI elements, is a huge part of core branding and identity.

UX designer Colm Tuite also points that there is psychology behind bold color choices. They are perceived to be fresh, young, and cool. Not only do they complement lighter shades, they also evoke emotions and social connotations.

Video is Going to Get Bigger

Video is already king, not just in terms of content but also in adding to the whole user experience. According to , 79% of all consumer Internet traffic by 2018 will be video. Currently, 50% of all mobile traffic is already video-based.

Video can effortlessly draw users in. Once they start something, they are more likely to stay. Videos create a unique atmosphere and a certain mood or sentiment. It is a great kickstarter and a fun way to entertain website visitors. Most importantly, videos effectively tell a story, and every website must be able to tell a good one.

So when making a list of UX designs that are effective, don’t forget to incorporate relevant and engaging videos.

House of Cards

One of the trends in UI design is using “cards.” Made popular by Pinterest and Facebook, these “cards” break down pieces of content into individual cards. This also allows brands to show more content on screen at once so that users can quickly scan them. It’s like glamorized thumbnails.

Using card-based design, according to software developer and UX professional Nick Babich, is a creative concept built on aggregating several individual pieces of content. They are able to communicate stories quickly. And as websites and apps move away from pages and toward personalized experiences, he predicts that cards are here to stay.

This design also serves the mobile-first design approach, allowing users to consume more content and use gesture-based swiping, scrolling, and tapping. This also adds function to the whole design as it displays a simplified grid where all elements are clear and easily accessible. As attention spans become shorter, this design trend will likely stay longer.

Final Thoughts

When it comes to design, “less is more” doesn’t always work. Minimalism doesn’t solve all of a Designer’s problems. Designers need to look for ways to enhance user experience, and they need to have a certain level of courage when doing so. It is not true that staying on the safe side will do more good than harm, because a design that does not make an impact ultimately fails. With advancements in technology, such as screen size and other device specifications, it is just right to take UX design to another level.