Top 12 UX trends 2025

An increasing number of people and organizations are recognizing the critical importance of user experience (UX). Emerging trends show that organizations intend to continue creating more user-friendly, inclusive, and immersive solutions than ever before.

So, what can you expect to see more of in the coming months? Here are 12 UX trends in no particular order that will make an impact in the immediate future:

1. Rich web UIs

A vital part of making any website or digital experience more user-friendly, accessible, and engaging is the customer journey. And you can enhance your customer journey with rich front-ends.

Rich front-end frameworks allow for smoother, faster, and more dynamic user experiences. The line between web apps and native apps is increasingly blurred, with progressive web apps (PWAs) offering offline capabilities and near-instant load times.

Popular front-end frameworks include Angular, React, Vue, and Svelte, which is gaining popularity for its speed and simplicity.

2. Design systems

The rise of comprehensive design systems continues to shape the UX landscape. These systems ensure visual consistency, faster development, and cohesive user experiences across platforms.

Modern design systems now integrate accessibility standards (like WCAG 3.0), dark mode support, and responsive design patterns. Tools like Figma, Sketch, and Adobe XD have enhanced real-time collaboration features, making it easier for cross-functional teams to work together seamlessly.

Learn more: Best practices for building a design system »

3. Full-service customer journeys

Customer journeys are more holistic than ever, blending physical and digital touchpoints. The rise of omnichannel experiences means that users expect seamless transitions between in-store, online, and mobile experiences.

Personalized, self-service options are the norm, with AI-driven chatbots and virtual assistants guiding users through complex processes—from purchasing to customer support—without friction.

4. Storytelling

Storytelling remains a powerful tool, but in 2025, it has evolved into *immersive* storytelling. Brands are leveraging multimedia, interactive elements, and even augmented reality to craft narratives that resonate deeply with users.

Interactive storytelling, where users can influence outcomes or explore content non-linearly, is becoming more prevalent, especially in industries like e-commerce, education, and entertainment.

See also: Integrate your CMS with marketing automation »

5. Voice and Multimodal UI

Voice UI has matured beyond simple commands, now incorporating natural language processing (NLP) for more conversational and context-aware interactions. Multimodal interfaces, combining voice, text, gesture, and touch, create richer, more intuitive user experiences.

With the rise of smart devices, from wearables to home assistants, designing for voice and multimodal interactions is critical. Google's Assistant and Apple's Siri continue to lead, but newer players are pushing innovation in this space.

6. Hyper-Personalization

Personalization has reached new heights with the integration of real-time data analytics and AI. Beyond just recommending products, experiences are now tailored dynamically based on user behavior, preferences, and even biometric feedback.

Industries like healthcare, finance, and education are leveraging hyper-personalization to deliver more relevant and meaningful experiences, enhancing user satisfaction and engagement.

7. Frictionless Authentication

Passwords are becoming a thing of the past. The rise of biometric authentication (facial recognition, fingerprint scanning) and passkeys—an emerging passwordless standard backed by Apple, Google, and Microsoft—offer secure, seamless login experiences.

Magic links and multi-factor authentication (MFA) via trusted devices are becoming standard practice, ensuring both security and ease of use.

Don’t miss: 7 checkpoints to create success for your digital projects »

8. More powerful browsers

Browsers are evolving into powerful platforms capable of running complex applications natively. The adoption of WebAssembly (Wasm) allows near-native performance for web apps, opening up possibilities for high-performance gaming, 3D modeling, and more directly in the browser.

WebGPU, a new standard for high-performance graphics, is making advanced visual effects more accessible, pushing the boundaries of what's possible on the web.

9. Dark Mode and Beyond

Dark mode is now a standard feature across most platforms, but the trend has evolved into *adaptive* themes—interfaces that adjust dynamically based on lighting conditions, user preferences, or even time of day.

Eye comfort, energy efficiency, and aesthetics remain driving factors, with newer designs offering more granular control over contrast, brightness, and color schemes.

Don't miss: 4 factors to consider when future-proofing your customer journey »

10. AR/VR and Spatial Computing

Augmented and virtual reality are no longer just novelties—they're becoming integral parts of user experiences. The rise of spatial computing, popularized by devices like Apple Vision Pro and Meta Quest, is transforming how users interact with digital content.

From virtual meetings in 3D spaces to augmented reality shopping experiences, the boundaries between the physical and digital worlds are blurring. UX designers now focus on creating intuitive spatial interfaces that feel natural and immersive.

11. Microinteractions and Nano-Interactions

Microinteractions remain crucial for delivering delightful experiences, but in 2025, the focus has shifted to even *smaller* details—nano-interactions. These are subtle, almost imperceptible feedback cues, like haptic vibrations, micro-animations, or sound effects, that guide user behavior seamlessly.

Whether it's the tactile feedback of a button press on a smartwatch or the subtle glow of a loading indicator, these tiny touches enhance user engagement without overwhelming the experience.

12. Asymmetry, Split Screens, and Brutalist Design

Asymmetrical layouts and split screens continue to push the boundaries of traditional design, creating visually engaging and memorable experiences. But a new trend gaining traction is *brutalist* design—intentionally raw, bold, and minimalist aesthetics that break from convention.

This trend is particularly popular among tech startups and creative industries, emphasizing authenticity over polish. Paired with dynamic animations and interactive elements, these designs captivate users while delivering a distinct brand identity.

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Having a better vehicle is worthless if the driver isn't up to the task. Get your developers, both UX and others, up to speed on these trends to take full advantage of the technical possibilities—allowing for greater user experiences.

Originally published 5 June 2019, updated 7 February 2025.