"Minimalism has come and gone as a UI design trend throughout the years, but it looks to retain popularity in 2021. Website visitors look for simple, sleek, easy to use interfaces. They have little time or patience for dozens of pop-up windows and irrelevant notifications - and anything that slows down the process of finding relevant information. An effective way to establish which parts of the website you should focus on and optimise it is to conduct an eye-tracking test. This shows which parts of the website users look at and interact with the most."
"Once you have this data, remove any excess information - all text that isn't directly relevant to the content shown. Also, make sure no unnecessary pop-ups and notifications are included in the design, which would limit easy and seamless navigation. Ensure the user journey is purposeful by opting for simple and time-saving design features so they can easily search for items of interest."
"We have all heard about brands delivering personalised content to consumers. This is also true for user experience (UX) designers and products since more than ever, consumers are looking to buy from brands they can relate to, that feel approachable, relevant and authentic. To achieve a genuine connection, designers and marketers should use storytelling. Indeed, creating stories around a product is a fantastic way to captivate the user because it gives your brand the opportunity to immediately engage with the consumer by touching the emotional side and creating a personal connection. Some tips:"
Minimalism remains a dominant UI trend as users prefer simple, sleek, and fast interfaces that avoid intrusive pop-ups and irrelevant notifications. Eye-tracking tests reveal which site areas attract attention, allowing designers to prioritise and optimise content. Remove excess text and unnecessary notifications to streamline navigation and speed user journeys. Implement purposeful, time-saving features that enable quick searching and selection. Storytelling enhances product design by creating emotional, authentic connections that make brands feel approachable and relevant. Personalisation of content and experience deepens engagement and trust, helping users relate to products and facilitating more meaningful interactions.
Read at The Drum
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