The development history of the ecommerce industry is not too long but we have seen a lot of new trends and they have occurred every day. However, we follow any trends just to improve UX and optimize sales revenue. In this post, I will focus on the newest UX trends for the second half of 2018 and beyond:
1. Primary navigation simplification
Many web owners have recognized the importance of simplified primary navigation to UX and their sales revenue. When you simplify the primary navigation, it means that you narrow the choice for customers, don’t make them get lost in thousands of choices. Let’s see the example of Amazon. If in 2016, Amazon decided to show lots of navigation options including the category list on the left of the page. Now, we can find it much cleaner, the top navigation options have been trimmed down and simplified. So when you simplify the primary navigation, you will need to present more in the secondary navigation. What I mean here is quite a lot of options are shown via drop-down menus. Using Magento mega menu is an ideal choice in this case.
2. No hamburger menus anymore.
Hamburger is still preferred by retailers for their mobile sites such as Tesco, Asos. Essentially, they hide key elements and make tasks more difficult for users. It seems some sites are now heeding these lessons, but there are still lots of hamburger menus out there. Spotify dropped its hamburger menu last year, Next redesigned its site, so in 2018, we will see more and more websites ditching their hamburger menus.
3. More animation added
The animation might not be a new term but since 2015, it has been using more than ever. For the first purpose, web owners add animation to make the page be more interesting. Other ideas include showing different product views on mouseover, or animations that conform to user actions, such as adding items to shopping baskets.
4. Less flat design
That sounds crazy but it is real. It has been popular since 2013 but there have been usability problems. Basically, flat design elements are weaker signifiers on a page which means they attract less attention and require more effort from shoppers. If retailers’ own experiences bear out the results of tests like this, we can expect to see more visual cues used on elements like CTA.
5. More brutalism
This trend has been supported by Minimalism trend when the amount of clutter on websites has been reduced so consumers can focus on what they really need. The proponents of the brutalist website design point out the benefits gained through such minimal design – faster sites, similar navigation and fewer distractions for shoppers. If more brutalism can bring more benefits to web owners, I believe that this trend will be widely spread soon.