8 UX trends for 2023

January 2, 2023
Hot topics 🔥
Anastasia Gritsenko
8 UX trends for 2023

Our digitally savvy society demands engaging user experiences at every touchpoint. UX designers are tasked with delivering unique products, services, and experiences that add value and delight users.

In 2023, UX design will focus less on products and more on users and how to prioritise their needs for simplicity and sophistication. 

Check out our list of the best UX trends set to change the game in 2023.


Super-apps are like digitised Russian Dolls where one app has many smaller, mini-apps included. Users can consolidate multiple features, services, and functions of various apps into a single ecosystem that delivers consistent and personalised experiences. Businesses are starting to use super-apps for employee use to support a composable business systems. 

WeChat and Grab are perhaps the most popular super-apps currently with huge adoption in China and the East. They both have messaging, video call/conference, shopping, taxi/ride services, food delivery, and many other functions all rolled into one large app.

Super-apps will soon include mobile and desktop experiences for businesses, including collaboration, workflow, and messaging platforms. Gartner predicts over 50% of the global population will be daily active users of super-apps by 2027.

Design systems

Design systems are collections of reusable components guided by clear standards to be used to build coherent elements. They help creative and strategic teams achieve consistency and develop uniform components. 

Google’s Material Design is an example of a popular choice among SMEs and enterprises alike for its simple interface, expansive functionality, and cross-collaboration ability. Project components are stored in single library available to all team members, encouraging simple information transfer across departments and locations for consistent collaboration. Design systems allow businesses to create at scale across organisations and 2023 will see the continued rise of and refinement of design systems used by brands.

Mobile-first design

Most people prefer to browse the internet and apps on their mobile devices more than their tablet or computer, making mobile-first design a non-negotiable to reach more users in 2023. Mobile-first design prioritises simplicity and convenience, trimming features to their core elements and leaving only relevant components in a minimal layout. 

In 2023, online marketplaces will favour mobile-first design with user-friendly CTAs to increase purchases as more people shop using their mobiles than any other device. 

Inclusive and accessible design

As society aspires to greater inclusivity, so too must our UX design. Focussing on user’s needs, inclusive and accessible design prioritises race, gender, age, socio-cultural background, language, disabilities, etc. in each design process. The aim is to make access to digital tools and services safe and comfortable for every user. 

UX design in 2023 will continue to drive accessibility for everyone by adding manually adjustable layout, display, audio, transcription, voice, and many other elements that help people access information according to their specific needs.

Metaverse and Web3 

Now that the metaverse is gaining traction, UX designers will begin to shift focus from 2D to more immersive 3D experiences. Thanks to Meta’s remote work app, organisations can hold virtual meetings using avatars in the metaverse, allowing businesses to create virtual worlds and bring their brands, products and services to life. Virtual user experience designer will become a specialist role in 2023 as the VR and AR-enabled metaverse and Web3 worlds edge closer to becoming a normal reality. 

UX writing and “scrollytelling”

Users today want to be seduced by narrative. Brands are finding new ways to captivate audiences through great storytelling and the power of interactive scrolling. “Scrollytelling” is a creative way for brands to tell a story in small portions that engage the user by continuing the text with each scroll. It brings text-heavy blogs, websites, or applications to a new level.

UX writing and microcopy help brands show off their brand personality. While UX design is aimed at aesthetics, UX writing is how your website or app sounds. Microcopy is often brand-specific which means a great opportunity for brands to engage emotionally and directly with their audience.

AR, VR & 3D elements

In 2023, brands will continue to leverage the engaging and emotive power of immersive 3D design elements. With Virtual Reality (VR) and Augmented Reality (AR) taking centre stage thanks to the metaverse and Web3 gaining momentum, the use of 3D elements in the metaverse, website, and mobile app design will grow in 2023.

Intricately crafted 3D elements immerse your audience into your brand and offer a welcome change from static 2D design and copy, adding a dynamic mix of mediums on your site which drives engagement and attention.

Get experimenting and experiencing

UX design in 2023 will focus on user needs over products to create enjoyable digital interactions defined by simplicity and accessibility. As technology and user expectations evolve in tandem, UX designers must continue to create meaningful digital experiences that charm and excite users.

Need a UX specialist?

Are you looking to add any of these trends to your business’ website or mobile app? Get in touch with us today to see how WeAreBrain can help.

Anastasia Gritsenko

Anastasia is our head of UX and Design. She was born into a family of designers, so you could say that creativity is quite literally in her blood. During her free time, she enjoys reading everything from sci-fi and fantasy novels to the latest on UX and design.

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