Responsive web design (RWD) is an approach to web design that makes web pages render well on a variety of devices and window or screen sizes. Recent work also considers the viewer proximity as part of the viewing context as an extension for RWD. Content, design and performance are necessary across all devices to ensure usability and satisfaction.

A site designed with RWD adapts the layout to the viewing environment by using fluid, proportion-based grids, flexible images, and CSS3 media queries,an extension of the @media rule, in the following ways:

The fluid grid concept calls for page element sizing to be in relative units like percentages, rather than absolute units like pixels or points.
Flexible images are also sized in relative units, so as to prevent them from displaying outside their containing element.
Media queries allow the page to use different CSS style rules based on characteristics of the device the site is being displayed on, e.g. width of the rendering surface (browser window width or a physical display size).
Responsive layouts automatically adjust and adapt to any device screen size, whether it is a desktop, a laptop, a tablet, or a mobile phone.

1. Storytelling
We’ve reached a point in time where good UX is an expectation, not a bonus. These days, a frustrating user experience will quickly have consumers going elsewhere—there’s enough choice on the market to not have to put up with clunky interfaces and complex navigation systems! Thus, brands need new ways to stand out: seamless UX coupled with a memorable backstory.

Cue storytelling in UX. In 2020 and beyond, UX designers will not only incorporate storytelling principles into the UX process; they’ll also work with brands to design products that actually tell a story.

On the subject of UX and the psychology of storytelling, Becca Kennedy, Human Factors Psychologist, explains that “storytelling is a powerful tool for understanding, communicating, and inspiring ‘human-ness’ in UX research and design.” Incorporating storytelling into the user research process, for example, can help you to better understand your target audience. At the same time, UX design can be used to tell the user a story—marking the difference between a pleasant, satisfactory experience and a truly unforgettable one.

2. UX Writing
In a field as broad as user experience design, it’s no wonder that we’re seeing a shift towards specialist job titles. The latest job title that everyone’s talking about is that of the UX writer—and for good reason.

Copy is a crucial part of the overall user experience, but all too often is left as an afterthought. The UX writer position ensures there’s a dedicated wordsmith actually in the design team, making sure that the product is designed with a clear and consistent content strategy in mind.

So what does a UX writer actually do?

UX writers are responsible for writing compelling microcopy. They compose all and any text that appears on a user interface, from CTA buttons and error messages, to form fields and menu titles. It’s important to note that UX writers aren’t the same as marketing copywriters; they’re an integral part of the design team, conducting user research and establishing a voice for the brand. Remember how brands need to start telling a memorable story? Well, microcopy plays a huge part in that, too.

All the major players like Facebook, Google and Amazon already have UX writers in their design teams, and we have a feeling that more and more companies will start to follow suit in 2020.

 

3. Voice Technology
It wouldn’t be a trends list if we didn’t talk about voice. The smart speaker industry was predicted to be worth US$7 billion in 2019 (that’s a 63% growth rate from 2018!), meaning that voice user interface design will continue to be a hot topic in the world of UX.

While 72% of people who own voice-activated speakers say it’s part of their daily routine, research has shown that consumers are mainly using their Alexa and Google Home devices for basic functions such as checking the weather and playing music.

If you own a smart speaker yourself, you’ll know that there’s still room for improvement when it comes to the user experience. If the voice tech industry is to reach its full potential and really make an impact on people’s lives, UX designers will need to branch out into voice design.

In the coming years, we expect to see more companies looking to hire VUI designers—and more designers adding voice user interface design to their skillset. The rise of voice brings with it a whole new set of challenges in terms of privacy, security, and ethics, so these will also be highly prominent topics in 2020.

 

4. Device-Agnostic Experiences
It’s time to think beyond mobile-first. The user experiences that will win 2020 are those that are device-agnostic.

When it comes to user experience, today’s consumers demand freedom and flexibility. We want to flit easily from smartphone to laptop and back again, perhaps with a voice interaction somewhere in between.

Rather than focusing on individual devices, device-agnostic design considers the user journey as a whole. It creates a continuous user journey that can pass through different touchpoints (smartphone, laptop, smart speaker, smart watch…) without any friction. Device-agnostic UX enables the user to pick up where they left off, completing their interaction wherever it’s most convenient at the time.

Consider the task of online shopping. You might be scrolling through Instagram when a well-placed advert for a fashion store catches your eye. Intrigued, you click the link to the website and, sure enough, end up adding a few items to your basket. When it comes to making the purchase, however, you switch to your laptop, where the keyboard makes it easier to enter your card details. A few days later, you decide to download the mobile app and check the progress of your order on your smartphone. In order for this whole process to be pain-free, the brand will have designed a device-agnostic experience.

As consumer expectations change, so must our approach to UX design. Thus, we’ll see UX focusing less on specific devices and more on holistic user journeys.

 

5. Motion Design
Today’s browsers are faster and more powerful than ever before—meaning we’re ready to embrace motion design at its best!

Motion design breathes life into the digital interface through animation and clever visual effects. Think bouncing logos or spinning graphics while the page is loading. However, motion design is not just about creating a visually-pleasing interface. It is increasingly being used by UX designers to create a more meaningful user experience.

When used at the right moment, motion, animations and transitions help to engage the user, aid navigation and usability, and tell a compelling brand story.

But how do we know when the moment is “right”?

In his UX in Motion Manifesto, motion and usability expert Issara Willenskomer sets out twelve key principles of motion design, explaining when and how each can be used to help guide the user.

In 2020 and beyond, UX designers will seek to strike the right balance between static simplicity and engaging interactivity. As a result, we can expect to see some wonderfully unique designs gracing our screens. You’ll find endless motion design inspiration here.

“Social media” is a way for people to communicate and interact online. While it has been around since the dawn of the World Wide Web, in the last 10 years or so we’ve seen a surge in both the number and popularity of social media sites. It’s called social media because users engage with (and around) it in a social context, which can include conversations, commentary, and other user-generated annotations and engagement interactions.

Social media refers to websites and applications that are designed to allow people to share content quickly, efficiently, and in real-time. Many people define social media as apps on their smartphone or tablet, but the truth is, this communication tool started with computers. This misconception stems from the fact that most social media users access their tools via apps.

Publishing content has become exponentially simpler over the last several years, which has helped skyrocket the use of social media. Non-technical web users are now able to easily create content on a rapidly growing number of platforms, including those that are owned (hosted communities, blogs, etc.), rented (social networks or third-party communities), and occupied (commenting, contributing, etc.). Today’s web has shifted from a “one-to-many” to a “many-to-many” method of engagement, and we’re loving it.

The ability to share photos, opinions, events, etc in real-time has transformed the way we live and, also, the way we do business. Retailers who use social media as an integral part of their marketing strategy usually see measurable results.

But the key to successful social media is to not treat it as an extra appendage but to treat it with the same care, respect, and attention you do all of your marketing efforts.

Each company will have different specific goals in mind, but most are trying to achieve growth by reaching more consumers and convincing them to purchase. To do this effectively, you have to take advantage of all the most valuable marketing resources and technologies, and in the modern world, the internet tops that list. This makes every business in need of digital marketing. It’s necessary you understand the benefits of digital marketing for businesses, which include:

1. Affordability
Digital marketing is considerably less expensive than other marketing methods. Specific prices vary based on what you’re doing but ad spend tends to be lower than other forms of marketing.

2. Mobile Access

Most adults own a smartphone and are likely to use that smartphone or another mobile device for news, social networking, and countless other activities. Digital marketing helps you reach them while they’re doing this. With remarketing ads, email and text marketing, and social media – you can be in front of your audience while they use many different apps on their mobile phones.

3. Flexibility
There are many forms and uses of high quality digital marketing, including banner ads, email marketing, content marketing, and social media posts. Thus by learning how to creatively market yourself digitally, you open up a wide range of possibilities for future publicity strategies. With digital marketing, you also have the flexibility of testing and stopping poorly performing campaigns in real time.

4. Expansion
Many consumers do almost all of their shopping online. Digital marketing lets you appeal to these people and thus expand the reach of your company. Between Google Shopping Ads and brand awareness campaigns, you can expand your brand recognition and boost sales.

5. Multimedia
Customers tend to engage more with marketing materials that combine multiple types of content, including photos, video clips, and audio. It is far easier to incorporate all these content types into digital marketing than any other type of publicity – and it is very important.

6. Interactivity
Digital marketing lets you communicate directly with the customers who see your content, notably through website comments, messages, reviews, and social media posts. This shows those customers that you care about what they say and think, leading them to feel respected and part of the community you’re building. It also allows you to gather invaluable information on customers’ reactions and preferences.

7. Tracking
Besides communicating with customers, digital marketing lets you track their activities. You can monitor which ads and types of content they have seen shortly before they make a purchase. This tells you which marketing methods are most effective, allowing you to refine and improve your strategy.

8. Authority
Digital marketing makes it easy to comment on issues and controversies that relate to your product or your industry. In this way, you can establish yourself as an authority on such topics, leading readers to trust you, come back for more information, and eventually make a purchase. Digital marketing allows you to come off as the industry expert that you are and will instill trust in your business.

9. Influencer Engagement
Many of the most influential figures in modern culture promote themselves online or through social media. Digital marketing allows you to engage with these influencers and gain their respect. If you play your cards right, you can get them to endorse you, leading their followers to become customers and spread brand awareness.

10. Print Enhancement
Digital marketing lets you expand on your print marketing efforts. By writing online content that explains claims you make in your print ads, you can go into greater detail, maximizing the effectiveness of all forms of publicity and integrating your campaigns.