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UX trends and topics - with Michael from medani


As the number of users and different devices increases, so do the demands and feedback. This has made UX design one of the most dynamic design areas around. Storytelling, Personalization, Inclusion & Ethics are just some of the significant developments in this sector.


In this blog post I want to take a look on the current standards and developments of user experience design in 2022.


1. Seamless user experience

The goal with digital experiences is to create a user experience that transitions smoothly from one device to the next, across different devices, experiences and activities. In order for this to succeed, UX designers must create continuity. Applications must be targeted and optimized with regard to the customer journey - no matter on which device they are executed.

The user experience must be consistent and each step must be a natural progression from the previous one. A smooth experience leaves a positive impression on the user. With online shops, this experience does not only end with the purchase of the product and the completion of the checkout, it still continues with the delivery and receipt of the product at home. Good packaging design and fast delivery service are additional parameters for success here. It is important that all steps create a holistic experience with the same quality and accuracy in order to strengthen the brand/experience and generate trust.


2. Inclusive Design & Ethical Aspects

Inclusive design means making applications and content accessible to as many people as possible, regardless of whether and what restrictions exist. The participation of all people should not be a trend, but actually a matter of course - even if many good approaches already exist, there is still a lot of potential here.


In 2022, it should therefore also be fundamentally checked in UX design whether people are excluded because they have other prerequisites (i.e. cognitive or motor skills) or whether they do not feel addressed or included because of their (psychological) identity or origin, for example. This can also affect physiological aspects such as red-green blindness in interface designs. It is important to cover all possible target groups and to include them. Gender-focused language, ethnic diversity or mental illness can also be considered in inclusive design. This development is still relatively uncommon, but has gained impetus in recent years, also due to technological developments, and will develop into a living standard in the next few years.


3. AI, voice control & machine support

Voice-generated user experiences are not a new trend. What is new, however, is the form in which they are taking shape today. Originally, voice control in UX design - especially on desktop applications - was intended to focus on a specific target group with special needs at the time. Due to the rapid development in the field of AI, this field is now being expanded and also promoted by digital personal assistants (in onlineshops) and chatbots (Siri, Alexa, Google Assistant). As a result, more and more importance is attached to (language) interfaces and the increasing use of language programs. Machine helpers have not only been with us since Alexa, or since Google expanded its AI First strategy to AI working for everyone. Therefore, the topic of artificial intelligence has also played a role in UX design for some time now and is increasingly being pushed to the fore. UX designers are faced with the task and responsibility of designing the experience of how an AI encounters us humans. This is an exciting development due to new requirements for interfaces and the development of AI-supported customer journeys and will continue to accompany us in the years to come and raise new areas and topics. At the same time, AI systems are expanding the possible uses for UX and design - in product development, in marketing, for data specialists and many other specialists.

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Michael Heindl is creative director at medani.


About medani


medani is one of the oldest and most experienced digital agencies in Vienna and has been realizing digital projects for companies of the highest individual quality since 1998. This includes the complete creation of websites and online shops, web design & user experience (UX), digital strategy, digital marketing, branding and web services with web security and technical support. Our team consists of experts in technology, design, creation and advice and specializes in PrestaShop, WordPress, branding, UX design, web design and online marketing. With many years of experience, medani orients itself towards customer wishes, goals and challenges, offers serious advice and effective strategies and works as a partner on the digital success of customers.