We live in an era when design and user experience are important more than ever.

 The web and mobile trends, especially, are rapidly changing with such changes in market environment rendering the frequency of which UI/UX is updated much shorter. This column offers a forecast of advancements in digital customer experience for 2018 and a glance into the UI/UX trends.

 In 2017, flat design animation, micro-interactions, conversational user interface (chatbot), card UI and other designs that engage the consumer formed the mainstream of UI/UX trends. In 2018, a new trend in UI/UX is expected to emerge shaped by new technologies, including AI and deep learning. The first trend this column introduces to you is the "Voice User Interface (VUI)."

 The development of machine learning based on big data offers personalized experiences that meet users' needs and desire. Moving away from one-size-fits-all services, this technology enables finding content based on individual's preferences for the user or providing personalized services. Chatbots, especially, led to a completely new level of personalization in various aspects of our lives, responding to questions or requirements whenever and wherever. This will allow for trust to build between user and services, provide new customer experience and secure brand loyalty.

 Providing simple and intuitive UI/UX across services has gained importance, as we are witnessing in several applications and websites with simplified processes of creating an account or login. An increasing number of them also simplify verification process by linking with users' SNS account. It is expected that more services will replace passwords with verification codes for easier verification.

 Biometric authentication process, including fingerprint recognition or Face ID, is predicted to become more commonplace as a method with stability that meets the goal of providing a quick and easy way of verifying user, making it a good alternative to Graphical User Interface (GUI).

 More significance is placed on the use of typography for the reasons of search engine optimization (SEO) and web accessibility. The more contents there are on a webpage, the more important headings, sub-headings and underlining become in making information search convenient and efficient. Distinct color and typography that help users scan content is key especially in a mobile environment where users quickly scroll down. UI designs that differentiate text style according to information hierarchy or effectively deliver quotes, main content and summaries within the body of content will become important.

 A simple and modern grid keeps content neatly organized and increases the efficiency of searching for information. There are, however, exceptions in the cases of one-page website, microsite, or subpage, where the layouts are more flexible and appealing for esthetic reasons. In line with such trends, we will be seeing more of websites that use unique grid systems.

 There is an increased tendency in using 3D elements to express actual objects or original art work as more users are exposed to the use of 3D images following a trend of augmented reality (AR) and virtual reality (VR). Advancements in AR is predicted to be one of major trends in UX in 2018, making use of 3D images mainstream.

 Use microinteractions that appeal to the sentiment of users correctly in performing tasks or switching screens, and it will leave a positive impression on users. With services based on chatbot or speech recognition technology-led Conversational User Interface (CUI) becoming a new trend, a more emotional and detailed feedback is required in the overall interaction process. Here, simple gestures together with visual feedbacks will enable more seamless interaction between users and services.

 User needs are becoming more diverse with mobile devices becoming a commonplace and advancements made in technologies. Until a few years ago, a well-designed, aesthetically appealing service environment might have satisfied user's experience. Now, however, we must ponder how to move beyond simply providing designs that have aesthetic value, but more on improving usability, utility and brand experience.

 This column gives you a glimpse into the UI/UX trends for 2018 with the thought that only services that are based on a strong understanding of the rapidly-changing technology and the trends within will be able to meet the diverse range of customer desires. This brings me to the end of the column, hoping that it helps my fellow colleagues working on online services. Thank you.

Image sources :
https://www.istockphoto.com/kr
http://create.bang-olufsen.com/create/project/re-create
http://inspiredesign.me/2017/02/10/mdls-website-design/
http://create.bang-olufsen.com/create/project/re-create
https://www.behance.net/gallery/59201983/Marina-Bay-Sands-Xmas-Comes-Alive
https://medium.com/thinking-design/10-ux-design-predictions-for-2018-54bebb8d9767
https://www.behance.net/gallery/60066623/AUDI-Q-riosity