The Future of UX Design

UX More Widely Understood As A Competitive Advantage

• Lagging industries catching up and growing UX practices
• The need for scaling UX is growing

Not too long ago, we were asked, “What do you think is the future of UX design?” In our nearly 20 years in the digital strategy and UX field, we have seen the industry change and grow substantially. 15 years ago, “UX” was not a common term known by executives. Today, most of the executives we work with not only know the term, but they also understand its value. From increased customer satisfaction and loyalty to improved conversion rates and higher revenue, the value of UX design is becoming increasingly apparent. Industries that were slow to adopt and prioritize UX are now catching up and realizing the critical role it plays in creating successful digital products and services. We believe the future of UX design will include continued growth in demand as lagging sectors catch up and attempt to grow the discipline internally.

A Growing Field: UX Design

• A report from Forrester Research in 2014 found that “every dollar invested in UX brings $100 in return.”
• In a report from Adobe in 2019, 87% of companies surveyed stated that they were investing in improving the user experience. This represents a significant increase from 2016 when only 55% of companies reported investing in UX design.
• In a report from LinkedIn in 2021, UX design was ranked as the 7th most in-demand skill globally.

Collaborative Tools and Approaches

• Figma
• Miro
• Storybook
• DesignOps

Collaboration is an essential part of UX design, and there are now several tools that make it easier than ever before. Figma and Miro are two examples of collaborative design tools that allow designers to work together in real-time. Miro, for example, is amazing for guiding client stakeholders in design thinking workshops remotely. We see a bright future in how we work across disciplines too. Storybook, for example, is helping to bridge gaps in design process workflows. From designing a component, putting it into a design system, and collaborating with product managers and developers, workflows are rapidly evolving to increase collaboration.

Of course, beyond the tools, we think the future of UX design will see continued growth and evolution of design process concepts and frameworks like “DesignOps“. Bringing together tools, cultures, processes, and practices, DesignOps speaks not only to how we work but also to how it should feel. As noted above, as UX practices continue to emerge and grow, we predict that many organizations will adopt DesignOps practices. DesignOps will parallel and borrow thinking from DevOps and Agile practices like Scrum, Lean, and Kaizen.

Collaborative UX Design Practices

Highly Systematic at Scale (Atomic Design)

• Coherence across larger and larger platforms

The future of UX design is systems thinking at scale. As the value of UX has grown, so have the design systems. Consider how many times you have experienced fragmented user experiences in sectors like finance and healthcare. Unifying these experiences requires massive, complex design systems. Rationalizing these systems requires organizations to increase their understanding of how intertwined UX is with other complex systems that support business logic, such as APIs. We see this as the future of UX design because, in our experience, while understanding the value of UX has grown, understanding the “why’s” of UX still needs improvement.

Only a small percentage of organizations have synchronized and aligned UX with product management, leadership, development/programming, sales, and marketing. In the future, UX strategy, product, and marketing/sales decisions will align on customer centricity. For example, we believe that tools like Optimizely’s feature flagging which combines rollouts with experimentation will help organizations merge concepts. Feature experimentation will help a product manager work with a UX professional to design, develop, test, and validate features as a matter of habit. While this may be an old hat to some, trust us when we say we’ve seen a lot of different organizations, and only the top 1% or 2% are systematically releasing features for end-user validation.

Design in Browser Bringing UX and FED Closer

• Figma to React
• Zeplin

One of the areas we see UX design changing in the near future is the growth in tools that bring disciplines closer together, specifically design and development. Currently, there are several projects that aim to be the next generation of design and development mergers. In the past tools like Avocode showed promise but failed to deliver. While this concept is far from new, we believe that the technology and market are now ready for it. In the near future, the practice of UX design and front-end development will be disrupted by tools like “Figma to React” and Zeplin. While Figma to React seeks to export Figma directly to code, Zeplin is targeting the design-to-dev handoff. In both cases, we predict that UX design and front-end development will come closer together.

Artificial Intelligence and Machine Learning Assisted

• Content Creation
• Workflow Updates
• DeScript for example editing video via editing text, not cutting video

As tools like ChatGPT continue to go mainstream, we predict that the future of UX design will first be impacted by content creation and process automation tools. For example, many content management systems, such as WordPress, Drupal, and Optimizely are already seeing AI-powered tools that assist marketers with content creation. We imagine DALLE prompting directly from WordPress is only a matter of months away from becoming mainstream. Other workflow tasks, like creating dummy content that feels real and testing edge cases, are just a matter of someone building on existing features of GPT. Imagine prompting ChatGPT directly in Figma or Axure to “Create a list of members, populate the design cards, and test them for breakpoints and extra long/short texts”. This is already possible in ChatGPT; what we are describing as the future is pulling these tools directly into workflows.

From Passive to Generative AI-Assisted Design

Similarly, we anticipate that workflows themselves will be redesigned to leverage the power of AI and ML. A great example of this that exists today is DeScript. DeScript has reimagined video editing to match an average person’s abilities. Video editing in DeScript no longer requires actual knowledge of video editing, as the machine edits your videos based on your text. You can simply type to edit a video. It is an amazing experience to use reimagined workflows like this. Just like ChatGPT has clear implications for a different way to search (and SEO), we predict that UX design will not only be tasked with creating these interfaces but also asked to rethink how the design itself is done. Brad Frost most famous for his writing on Atomic Design recently posted a futurist look at how design and AI will work together. He points out that systematic approaches to design lend themselves to AIs. He also imagines a future where voice/chat prompts will assist designers. Of course, we live in the time of “you think it, it probably exists.”

UIzard is not the only project using AI to assist UX designers of the future. As of 3/21/23, Adobe announced their own generative AI called “Firefly.” The generative AI will assist designers with creating AI images and text art with text prompts. Importantly, they are also creating tools to assist designers with tagging content they do not want to be used for AI training. The AI art it produces is designed to be commercially safe (unlike some competitors).

Check out this proof of concept using Midjourney prompts to generate compelling UI/UX designs.

Process and workflows updated methods in The Future of UX design

Tools like Magical AI are also popping up daily. Magical is a Chrome extension (and a service). What it does for routine workflows is really cool. For example, it can scrape data from open tabs in Chrome and populate them into a CRM. Excel Bot is another chat-based tool that eliminates the need for expert-level knowledge of Excel formulas, just ask the bot and the formula is created.

Content Design: Merging information architecture and systematic content delivery with personalization.

• Content more widely understood in UX terms
• Microcopy

Content design is an emerging discipline within the world of UX design. Focused on creating effective, engaging, and user-friendly content that helps people accomplish their goals content design includes writing, images, video, and other forms of media that can be used to enhance the user experience. Content design and UX microcopy writing are closely related to UX design. Some larger teams have established UX copywriters. In the future, we expect to see many more teams grow to create UX content design roles, alongside specialist roles like information architects. Many more agencies are promoting content design as a service offering. We predict this area of UX design will grow quickly. As UX design evolves away from interfaces (think about ChatGPT or Alexa, Siri, and Google assistants), text/content design is crucial to successfully executing UI-less UX.

At its core, content design, like UX design, is about understanding the user’s needs and creating content that meets those needs. Content designers work closely with UX designers, developers, and other stakeholders to create content that is consistent, clear, and compelling. To deliver on this promise, content designers and UX designers will continue to adopt experimentation and data-driven validation practices.

Data-Driven over Pattern Driven

• Heuristics giving way to data and research
• Content creation tools producing massive amounts of data
• Data visualization growing need

With tools like Optimizely, experimentation is now widely available to the mid-market, and validating UX design with statistically significant experimentation will continue to change typical UX workflows. The generalized process of research, user/audience understanding, wireframing, prototyping, UI design, and validation with users will give way to faster cycles of hypothesis, experiment design, experiment cycles, and data-driven decisions. We expect to see product managers and user designers work much more closely with the business on what features are designed and released. Of course, data in general is a growing concern for designers, not only as a growing input in decision-making but also in designing data presentation. When we think about all the AI/ML tools now available to marketers, there is a huge need to UX that data, to make it useful, accessible, and provide utility.

With a huge amount of new data inputs driving decision-making, we also anticipate the rise in importance of research data, both first-party and third-party, to drive UX design decisions. For many UX teams, this is a paradigm shift, moving away from patterns to research. We anticipate a rise in groups like the Baymard Institute and the decline or evolution of groups like Norman Neilsen who have historically focused on “heuristics” to drive UX design. Soon the only “laws of UX” will be the data.

UI-Less User Experiences

• Alexa, ChatGPT
• Chat or Voice
• Zero UI
• VR/AR
• 3D

As we look to the future, we anticipate that AI and machine learning will propose new forms of experiences. Already, it is clear that chat and voice interfaces are here to stay and will continue to grow. Likewise, augmented reality and virtual reality will gain traction. Projects like Google Glass were early attempts at AR, and TCL has recently brought to market tech that will expand possibilities. TCL’s NXTWEAR combines AR with 3D. and some applications are immediately apparent, such as multiple virtual monitor displays and 3D interactive experiences. We can only imagine where this tech will take us. Minority Report-style heads-up displays are already here.

With NeRF 3D the possibilities expand exponentially. New tools like Luma AI are opening up NeRF 3D and AR possibilities, the near-term applications seem focused on gaming, and virtual effects but we think we will see these tools applied to commerce in the near future. AR applications in e-commerce like Walmart’s “View in your space” are quickly becoming feasible for smaller players.

API-Driven Experiences, Process Automation

• MACH Alliance
• Microservices

The growing popularity among developers of the MACH Alliance, JAM Stack, and other headless, microservices-based architectures will continue to impact UX design. Microservices are small, independently deployable services that work together to create a complete system. Each microservice focuses on a specific task or business function and can communicate with each other using APIs. Many UX designers are familiar with business models that are constrained by what an API can support. In the future, we expect to see more microservices-based models that can power user experiences in new ways. With microservices, each service can be customized and updated independently, allowing for more targeted and specialized user experiences. For example, a microservice that handles recommendations can be tailored to each user’s preferences and behavior. Because each microservice can be updated independently, designers can make small changes and improvements without having to overhaul an entire system.

However, microservices can also create challenges for UX design. With a more complex system of services and APIs, it can be more difficult to maintain consistency and coherence across the entire user experience.

One of the most interesting emerging technologies in this space is the connection of APIs and microservices to process automation or workflow automation tools. For example, Zapier can be connected to OpenAI or ChatGPT. From a UX design point of view, we expect to see applications like chat replacing forms for new member intake. Why bother with form fields when GPT can tokenize a chat and integrate directly into your CRM? Why ask for preferences when AI can understand your behavior and predict your intent?

Microservice Powered User Experiences

• Netflix uses microservices to power its user interface and recommendation engine. Netflix is able to provide users with personalized recommendations based on their viewing history and preferences.
• Amazon uses microservices to power its e-commerce platform. Each service is designed to handle a specific task, such as processing payments, managing inventory, or handling user authentication. One-click ordering and personalized product recommendations are powered by microservices.
• Uber microservices handle matching drivers with riders, payments, and providing real-time navigation.
• Airbnb uses microservices to power manage listings, process payments, and provide customer support.
• Spotify microservices power managing playlists, processing payments, and providing personalized recommendations.

MACH approaches to development power very advanced user experiences. In the future, we expect to see the mid-market and lagging industries adopt these approaches to building their next-gen applications, opening the door for the future of UX design. For example, Meta recently released research where their LLM AI learned to use tools via APIs. Check out this article from Ars Technica on the research. The future that these promises are one where organizations create APIs that tools like Toolformer can leverage to create unique experiences. Our prediction is that UX design will grow by connecting APIs with AI/ML to define a new category of UX.

The Rise of “Super Apps”

• Platforms Collection of Mini-apps
• Gartner Tech Trends for 2023
• WeChat, Gojek, Grab
• Play Games, Pay Bills, Chat with Friends, etc.

With our futurist hat on, it’s hard to ignore the rise of “Super Apps,”, especially in the context of microservices and machine learning. You could think of super apps as the ultimate walled gardens. Super apps are applications that offer a wide range of services and functions in a single platform. Super apps include e-commerce, food delivery, ride-hailing, mobile payments, social media, messaging, and more in a single application. For example, users can order food delivery, pay for it, and track its progress without having to switch between multiple apps. Super apps can also provide a more seamless user experience, as users can access all of their services in one place.

WeChat, which is widely used in China, offers a wide range of services, including messaging, social media, mobile payments, e-commerce, and more. Users can order food delivery, book a taxi, and pay for their purchases, all within the WeChat app.

Another example of a super app is Gojek, which is popular in Southeast Asia. Gojek offers a range of services, including ride-hailing, food delivery, e-commerce, and financial services. Users can order groceries, pay their bills, and send money to friends and family, all within the Gojek app.

While super apps can offer many benefits, they can also raise concerns about privacy, data security, and competition. Nonetheless, the trend toward super apps is likely to continue.

Accessibility and Inclusive Design

• Growing knowledge of the need but not the complexity
• “Planet Centric Design” – systematic, transparent

Accessibility and Inclusive Design are approaches to designing products, services, and environments that are accessible and usable by people of all abilities, ages, and backgrounds. The goal of Accessibility and Inclusive Design is to remove barriers that prevent individuals from fully participating in everyday activities.

Planet-friendly design, also known as sustainable design or green design, is an approach to design that considers the environmental impact of products and services, seeking to minimize waste and reduce energy consumption. Planet-friendly UX design can mean choosing to design experiences with consideration for how much energy they may require.

Overall, accessibility, inclusive design, and planet-friendly design are important considerations in the future of UX design. By prioritizing accessibility, inclusivity, and sustainability, designers can create products and services that better serve the needs of all users and minimize their impact on the environment.

While we are excited about the growing interest in adopting accessibility practices, inclusive design, and planet-friendly design, we believe the future also demands that organizations learn about the implications of these practices. For example, creating WCAG-driven designs requires UX designers to learn dozens of requirements, which in turn require increased programming time and therefore increased costs. We are optimistic that UX designers will lead this charge to do the right thing for people and the planet.

FAQs about The Future of UX Design

Q: What is the future of UX design?

A: The future of UX design is likely to be shaped by emerging technologies such as artificial intelligence, augmented and virtual reality, and voice user interfaces.

Q: What are the emerging trends in UX design?

A: Some of the emerging trends in UX design include simplified interfaces, personalization, minimalism, micro-interactions, and gamification.

Q: What role will artificial intelligence play in UX design? A: Artificial intelligence is expected to play a significant role in UX design, particularly in areas such as chatbots and virtual assistants, predictive analytics, and natural language processing.

Q: How will augmented and virtual reality impact UX design?

A: Augmented and virtual reality are likely to revolutionize UX design by creating immersive and interactive experiences that go beyond the traditional screen.

Q: What is the future of voice user interface (VUI) design?

A: The future of VUI design is likely to be shaped by advancements in natural language interaction, emotion detection, and context awareness.

Conclusion

The future of UX design is undoubtedly exciting and challenging. As new technologies emerge and consumer expectations evolve, UX designers must continue to adapt and innovate to create engaging and user-friendly digital experiences. Whether it’s through the use of artificial intelligence, augmented and virtual reality, or voice user interfaces, the future of UX design promises to be an era of innovation and creativity. By staying up to date with emerging trends and technologies, UX designers can help shape the future of digital experiences for years to come.

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