About 90% of visitors will return to a website if they had a great experience. To ensure that they do return to the site, agencies and businesses are willing to try all tricks of the trade to get their act right. However, to keep your website in sync with the current trends, you would need to consider a lot of variables rather than adhering to a checklist of things to do. For instance, there are always changes taking place in user research, data analysis, design strategy, interaction design and usability testing—all of which play a crucial role determining your website’s UX design.
Here are some UX trends already shaping 2021:
1) Easy logging in: One of the major transitions this year has been the move to logging in without using passwords. Very soon there will no longer be the need to reset or remember passwords. Using one-time passwords (OTP) is the norm now, and its usage will eclipse logging in using Google or social media accounts.The login feature has seen constant revamping over the years with additional layers of security involved. From being the last line of defence against fraudsters, OTP is now brought to the forefront; CAPTCHA has already given way to this authentication method. One may, however, need to wait and watch the role fingerprint-enabled ID authentication is going to play in the future.
2) Copy content gets shorter: No longer will you find long form copy text on the website. Short two or three words that connect with customers are used on the pages. Customers find this approach more personable. For the designers, it gives them more room to be creative. This short-form content is called ‘microcopy.’ Trends have shown that microcopy can boost conversions if content is aligned to the audience persona. Such content encourages users to explore and navigate through digital experiences. For instance, the dating site Tinder’s “Start something new” messaging is a great way to nudge people to explore.
3) User element text has changed too: Button text or interface text or CTAs on the website will no longer have that straightforward legend. They will have more personalized options that adhere to the website’s tone and character. With shoppers and visitors associating better UX design with better customer service, interface elements are undergoing a sea change in how they are perceived and displayed.This aspect of UX design service is evolving slowly, but we are getting there.
4) Focus on micro behavioural research: Although website research has covered much ground, new observation techniques and creative thinking techniques have evolved. This has made designers to focus more on personality layers rather than conceptual models when embarking on a design strategy.
5) The bet is on the intent: Journey mapping will continue to dominate website structure and navigation. The focus on user intent has brought in an additional layer: engagement on and off mobile. Brands have to decide on which is the best bet of users when they try to attract customers and generate interest with compelling experiences. They will have to focus on those ‘mobile moments’ and build a content ecosystem for user engagement and interaction.
Pixel Studios provides UI/UX design and development services that work for your brand or organization. To ace your website’s performance, do get in touch with us