Content
Key UX/UI Design Trends in 2025: Inclusivity, AI, and Gamification
December 12, 2024
8 mins
What are the UX/UI design trends in 2025, and how can they be applied now? We talked to Anton Chebotarenko, Head of UX/UI at Promodo, collected the key website design trends of this year and showed how they work in practice with examples.
The DataReportal report for 2024 showed that 98.1% of respondents use mobile devices to access the Internet. This figure is only increasing year on year, while the use of laptops, desktops, and tablets decreased by 3% in 2025.
The mobile version is increasingly becoming the first point of contact with an online store and business website. Therefore, it is not at all surprising that one of the UX/UI design trends that has been going on for the past few years is a deep study of mobile design. The idea behind the mobile-first web design trend is to develop a design that is focused on mobile users and then adapt it to other devices.
It is important to take into account the behavior of users who prefer mobile devices to interact with the site, as it may differ from users who use a desktop. People use their phones out of the house - on the road, while driving, in places with poor internet, lighting, etc. Therefore, the design should be simplified and clear, and the website loading speed should be high.
What you need to pay attention to:
Eliminate ads or pop-ups that can be distracting. Mobile screens are much smaller than desktop screens, so users will be more aggressive about pop-up banners or dialog boxes that interfere with their interaction with the site. Make sure that they do not cover important design elements and do not cover most of the screen, otherwise the user may simply leave your site.
All elements should be easy to use. One study found that 66% of mobile sites have elements too close together, and 32% of sites have elements that are too small. It's annoying when you can't click on the item you want or need to zoom in to do so.
Don't forget about the “search” option. Another interesting insight of the study is that 22% of websites do not place a search box on the homepage, complicating the user experience and possible purchase.
It sounds ridiculous, but the ability to reach a certain element on the screen with your thumb has become a key factor in choosing design solutions. The main navigation elements are being moved down (search bars in browsers, navigation menus in apps and websites). The evolution of interfaces is moving from “adapt to mobile” to “design for mobile and adapt to all other devices”.
Anton Chebotarenko
Head of UX/UI
Inclusivity is a global web design trend that companies use in marketing and brand communication. But the inclusivity strategy cannot be separated from such an important point of interaction as the website interface. The term accessibility means that interfaces are created simultaneously for all people who have physical, sensory, and cognitive limitations or disabilities. These can include visual impairments, hearing problems, motor skills, etc. - permanent or temporary - where a person needs additional assistance to interact with a web resource.
You can learn about web accessibility standards on the Web Content Accessibility Guidelines (WCAG) website. It was created by Tim Berners-Lee, the man who invented the Internet and founded the World Wide Web Consortium, an organization that develops guidelines for accessibility on the Internet. The key to their guidelines is adaptability. The organization has been testing with a variety of people, including those with temporary physical disabilities, so the inclusive web design standards they propose will be convenient for all people.
What you need to pay attention to:
Support for assistive technologies. For example, the compatibility of the website with screen readers used by blind people. This is a special program that uses a speech synthesizer to voice the text on the screen, and the user can navigate and interact with the site using commands on the keyboard. Other technologies include the ability to enlarge text, voice control, website compatibility with braille displays, etc.
Contrast, fonts, and buttons. These are the basic things that can make it easier for anyone to use a website. But you can also adapt the text to the size or add the ability to change it, create a high contrast mode, and check the convenience of all buttons.
Alternative text for images. Blind people cannot see an image or photo, so most accessible web design involves working with alternative text.
Website navigation. The design of a website or mobile app should be intuitive, without a lot of intrusive pop-ups that can distract from the search for the necessary information or product.
The best practice for designing an accessible and inclusive design is usability testing. To make sure that your business solutions are really easy to use for a real user.
Hyper-personalization in UI/UX is the use of artificial intelligence to create user interfaces adapted to the needs, preferences, and behavior of each individual user. This is the UX/UI design trends 2025, which will be the future of user experience. As we use a wider range of data, including demographic information, behavior, and psychographic data analyzed by AI, this approach goes beyond the usual personalization.
Artificial intelligence plays a key role - it processes massive amounts of data to identify patterns and predict user behavior, allowing us to dynamically adjust UI/UX in real time.
The time spent by users on websites and apps is decreasing. However, the analysis of previous user experience, enhanced by artificial intelligence models, makes it possible to form a new approach to the user: from personalized recommendations and topic selection (light/dark depending on the time) to interface adaptation. This significantly shortens the path to the target action, improves the user experience, and increases the session time.
Anton Chebotarenko
Head of UX/UI
What you need to pay attention to:
Data privacy. Users must consent to the collection and processing of personal data, and businesses must be transparent about their use.
Not all companies will be able to afford to work with hyper-personalization. It will be difficult for small and medium-sized businesses to compete with tech giants that can allocate more funds to implement the AI model in business and analyze data volumes.
Spotify demonstrates two UI/UX trends at once: design created for mobile users and personalization, thanks to which the service can create individual playlists and offers for each customer. On the home page, you can immediately access the most important sections - your own library, search, and Spotify suggestions. All suggestions are based on your preferences, recent searches, and listens, offering you the opportunity to explore new musicians and genres.
The tendency to minimize actions on the website by automating processes is also growing. The designer should design the interface so that everything that can be automated (automatic quick authentication, selection of city, language, etc.) is automated, and the user remains focused on what he or she has turned to the digital product for.
We noticed automation as a trend a long time ago, and when designing an interface, we always try to automate all routine user processes to focus on what is really needed.For example, in online store checkouts, we usually design automatic authentication by phone number - a person enters the number, confirms it via SMS, and that's it. If they have already been registered, we will pull all their data from the database and they will not have to fill out the entire form, and if this is their first visit, the data will be saved in their account without the need to remember the password and will be automatically pulled into the form next time. We have implemented this functionality on the Aurum.ua website.
Anton Chebotarenko
Head of UX/UI
Integration with AR and VR technologies in interfaces takes the user experience to the next level. Interacting with them gives users new impressions, but they also improve the user experience if they can solve a certain problem or help them make a decision.
Online fitting rooms in fashion e-commerce, navigation tips in travel apps, arranging furniture in your apartment - all of this breaks down barriers and makes the user experience design in digital as close to reality as possible.
IKEA has developed an app that uses AR and VR to help users visualize in real time how furniture and decor will look in their space. To do this, they scan their room with a smartphone camera, and the app creates an accurate 3D model of the room, including details such as dimensions, window and door locations. After scanning, users can choose furniture and accessories from the IKEA catalog and virtually place them in their room.
Shopping for a home can be difficult, especially when you need to decide between different colors of vases and large furniture. So IKEA's solution makes the selection process easier and increases the likelihood that consumers will make a good guess and be satisfied with their purchase.
The social network Pinterest is one of the platforms where brands actively use AR and VR technologies. For example, users can virtually try on different cosmetic products, such as lipsticks and eye shadows, using the camera of their mobile device.
Real-time try-on technologies are also used by home furnishings, furniture, and clothing brands that are represented on Pinterest.
In order to dilute the routine user experience, designers are increasingly immersed in the topic of gamification of their interfaces. Dynamic loyalty programs with achievement counters, collectibles, and mini-games are all UX/UI design trends in 2025. They can increase user engagement in the product, ensure product loyalty, and make it easier to perform the target action.
Journalist at Promodo
For over 4 years, I have been working as a journalist in the communications and marketing industry. I help brands communicate effectively through written content, engage with market experts, and create professional materials on topics related to business and marketing, sharing insights on working with marketing tools.
You may also like
Choose quality and trusted services to improve the presence of your company on the Internet, and feel free to contact our UK team if you have any questions.
We at Promodo are ready to help you improve your performance across all digital marketing channels.
Get started
.png)
.svg){kind=logo}
