User-Centred Design — UX Trend to Stay

User Experience (UX) trends come and go, and some, such as minimalist, flat and non-distracting page design become standard, due to their ability to present content clearly and effectively to users. The trends that become the norm and change the way that websites, apps and software are designed are the ones that resonate the most for me personally. They are exciting as they realign the way that we think about content, users relationship with it, and how best to present it.

NetFlix already makes use of User-Centred Design

Based on this the trend that I see is here to stay is the focus on Used-centred design. Websites generally offer the same content, design and structure for all users, meaning they are designed for the best fit for all users. This is fine to a point as the information should presented in an engaging way, with a clean and simple design and valuable content. However, the ability to present content in a manner that caters to an individual surely has to be preferable and a trend that changes the way that websites are designed.

The theory behind User-centred design is that an individual profile is build up for the user based upon past browsing activity, micro-interactions that they have made on the site, their social media profile and even their current location. From this profile the website reacts and presents the content that is most relevant to the viewer and importantly presents it is a way that will be most engaging for them. This means that the needs, wants and behaviour of the user are directly addressed by the website. The effect is a personalised UX that increases the likelihood of a user finding a site engaging and unique as the content is specifically relevant to them, and they are in turn more likely to spend longer on the site and also return in the future.

TripAdvisor’s content is specifically targeting users personal profile

Websites such as Netflix and TripAdvisor are already utilising this technology. Netflix is able to offer users personalised recommendations of films based on previous films they viewed or liked. TripAdvisor can recommend restaurants based on user location, favourite cuisine and browsing history. User-centred design can only grow with more sites seeing the value in presenting content that is personally relevant to users and specifically presenting it to them depending on their individual profile.

This is trend we will see more and more of and it is a trend that will become UX standard.