12 UX Trends in 2023 that will reinvent websites

A new technological revolution has begun!

We are experiencing an explosion of innovations and new ideas to improve the experiences that Internet users have when visiting websites, social networks, and mobile applications.

But why so much change?

These changes are driven by the growth of Generation Z or Centennials, who in 2023 are already the group of internet users who spend the most time online, and more than half of them are already adults over 20 years old who are part of the economically active population.

This first generation of 100% digital humanity is becoming adults. They were born after 1995 when the internet and the first commercially successful computers (Windows 95) already existed, and therefore consume information in a very different way than previous generations.

We have analyzed the UX trends that will be reinventing the Internet in 2023 and in the coming years.

1. Goodbye to minimalism, hello to maximalism

In 2023, designers will transform the design rules we are used to and leave minimalism behind to attract the attention of younger audiences who have grown up consuming videos on the Internet and scrolling through social media, whose attention goes from one place to another without spending too much time in one place.

We will see many brands seeking the attention of the Centennial Generation (also known as Generation Z) and to achieve this, they will resort to bright and cheerful colors, referring to this segment of the population that has lived documenting their lives on the Internet as if they were models or celebrities.

Brands will seek to overstimulate the senses of this new generation that is already part of the economically active population and is becoming the majority of Internet users. We will see an explosion of shapes, colors, videos and animations in every corner of the website.

Polyester is already letting their imagination fly by using maximalism on their website.

2. Larger images and fonts, but less text

Apple, Microsoft, Toyota, Tesla, McDonald's, and Louis Vuitton are some of the world's most valuable brands this year. And if you take a look at their websites, you'll notice a trend: Immersive Experiences with Simplified Information.

Some of these websites used to be loaded with information just a year ago, but now their homepages only show the most important information and categories.

Large images and large font sizes are used. And not just the main titles (H1) but also the subtitles and even complementary texts (H2 and H3) have large fonts!

If your company's website is still overloaded with irrelevant information and images, it's never too late to renovate it! This trend of immersive experience, large fonts, and large images with little text will persist beyond 2023.

The Apple website is already at the forefront of this trend.

3. Light Mode and Dark Mode options

In a time where young people have interacted with the internet and mobile apps since they were children, there has been a notable increase in the percentage of young people with vision problems.

Offering users the ability to choose between a light or dark mode of display is a trend that we will see more and more in 2023 because it helps to have a visual experience that takes care of the eyes.

Users who are comfortable with the light mode can stick with it. Users who prefer the dark mode or users with vision problems can switch to the dark mode. When reading under the sun or on the beach, users in light mode can simply switch to dark mode and switch back to light mode when at home. Tiktok has been one of the platforms that has quickly promoted settings for users to choose between light and dark modes.

4. More Augmented Reality Applications

At the beginning of 2022, Meta's Metaverse platform, Horizon Worlds, reported 300,000 users and the number has remained stagnant or even decreased slightly over the course of the year.

Although it is still a significant number of users, it is not yet a platform with a global and massive impact. It seems that the Metaverse may take a few more years to take off.

However, Augmented Reality or AR technology has become more commonly used in everyday life. It is used in Instagram and Snapchat when we use filters and in the iOS Measure app to automatically measure a person's height.

It is a fact that in 2023 we will see how AR technology is adopted in more applications! It has become an effective tool to improve the user experience of mobile applications and has added value to their features and functions, allowing their users to spend more time on them.

5. A personalized experience for each customer

Usually, websites offer the same experience for all their users. Visitors see the same texts, images, products, and content, which can be boring and unexciting.

Now, with Artificial Intelligence (AI), each user will live a personalized and different experience that fits their own interests.

Have you noticed that Netflix always recommends a perfect movie for you? Or that Amazon always recommends products you want to buy? This is achieved through Artificial Intelligence algorithms.

AI algorithms analyze user behavior to recommend similar content to what they have liked before.

Personalized experiences are no longer something only large technology companies can provide. It will become increasingly common to see sites showing us the most interesting content for us.

6. Websites becoming more like TikTok

Designers have spent decades creating informative websites and people have spent most of their time reading digital content, but that is changing! Due to the growing popularity of video content, especially on social media, we realize that people are reading less and less.

While patterns for informative website architecture are well established, videos still seem to be a terrain that is just beginning and has a lot to discover.

Why are short videos so addictive?

They quickly grab attention (something is happening there, you hear the sound, they explain the information and reinforce it with images and graphics). Not to mention that videos require less effort to consume (you don't have to concentrate to read them, just watch them).

It's like the endless scrolling pattern for feeds. When you watch a marathon of videos and quickly switch between content, your brain gets a dopamine hit every time you do so. This creates a kind of neurological "euphoria" that keeps you watching the next and the next video.

Coca Cola's website homepage offers an experience closer to that of TikTok, with many image boxes and little text.

With people around the world spending an average of nearly 7 hours online per day, it's no wonder we want our online time to be more meaningful and engaging. Creating challenges or games within a website related to the brand helps increase "engagement time," which is the time a user spends on a website and also helps them make a purchase or fill out a registration form or any other action that is of interest to the company. We suggest using this trend responsibly: If your target audience consists mainly of mobile users or those with slower internet speeds, consider designing a more traditional experience. Cartoon Network has a games section on its website for its users to interact with their brand's characters.

7. Challenges and games with brand experience to increase engagement time

With people around the world spending an average of nearly 7 hours online per day, it's no wonder we want our online time to be more meaningful and engaging.

Creating challenges or games within a website related to the brand helps increase "engagement time," which is the time a user spends on a website and also helps them make a purchase or fill out a registration form or any other action that is of interest to the company.

We suggest using this trend responsibly: If your target audience consists mainly of mobile users or those with slower internet speeds, consider designing a more traditional experience.

Cartoon Network has a games section on its website for its users to interact with their brand's characters.

8. Turning page errors and loading times into fun experiences

With users accustomed to immediacy, many users abandon websites within the 4 seconds it takes to load or when the page encounters an error.

So, if a 404 Error or a loading page is inevitable, make sure to include silly animations, entertaining videos, or funny images that are in line with your brand's personality. A clear example is the classic Dinosaur game on Google that you can play when the Internet is down.

By adding a small interactive touch, visitors will have no problem waiting because they will be entertained and you'll kill two birds with one stone because at the same time, you'll get them to have an experience with your brand.

Pixar uses the character of Sadness from their movie Inside Out to create empathy with the 404 Error.

9. Sophisticated Scrolling is the new trend in web design, replacing the Parallax Scrolling technique.

Modern websites use Parallax Scrolling, which enhances depth and uses multiple scrolling speeds for elements within a single page. Specifically, the background moves at a different pace than the main content.

Sophisticated Scrolling takes it a step further by adding additional layers of entertainment and stimulation with unique images. It gives users more information about the personality of the brand, which hopefully allows them to connect on a more personal level.

10. Artificial Intelligence to humanize chatbots

As AI advancements become more widespread with software like Siri and Alexa, users' expectations of chatbots have skyrocketed. People want to feel like they're talking to a human being, so there is a strong push for chatbots to feel natural rather than clunky and limited.

Once again, design comes to the rescue: 2023 is expected to see more chatbots integrated into applications and websites. Artificial intelligence and machine learning will lead to significant improvements in human-like chatbot conversations and improve customer experiences. These chatbot improvements include language that sounds more natural, greater mastery of grammar, a more complex vocabulary, and even the ability to interpret spelling and typing errors.

If chatbots can solve problems quickly and easily for the user, the user is more likely to make purchases of your product and recommend you to all their friends.

Domino's Pizza's chatbot, Dom, is a clear example of how a chatbot can interact with the user to complete desired user tasks.

11. Voice search and assistance

Thanks to the demand for smartwatches, significant advances have been made in voice AI technology, which explains their commercialization. It is evolving to the point of interpreting accents with greater precision and supporting multiple languages for better inclusivity and reducing user frustration.

The dialogue of your voice assistant should be conversational but informative. Inform users that their request has been recognized by responding with friendly and informal language.

The more human-like the assistant sounds, the greater emotional connection your users will have with your brand.

UNSPLASH. Smartwatches have already integrated voice search into their features.

12. Scrolling and product reveal effects

In 2023, UX design trends prioritize the experience itself over ease of use or speed (which are still important but in different priorities). The use of scrolling effects for product images is a unique piece of this interactive puzzle.

What are product reveal effects?

They are an animated product reveal that shows what's inside a product or inside its box or packaging and can also reveal additional information. Many websites allow users to customize the product, giving them a better idea of how it would look in a physical space without visiting a showroom or store. This can be especially useful for clothing stores and car purchases.

Crispy Carrie uses the benefits of scrolling effect to reveal the interior of its product on the home page of its website.