# UX Trends 2018 · Zorraquino
> User experience trends for 2018.
URL: https://www.zorraquino.com/en/trends/ux-trends-2018

![UX Trends 2018 cover: a cloud of turquoise ink falling through water against a black background.](https://cdn.sanity.io/images/0w1142l8/production/50c2b72387c03997c6c274c810e710485022535b-2400x1800.webp/ux-trends-2018-cover-a-cloud-of-turquoise-ink-falling-through-water-against-a.webp?w=1600&fit=max&auto=format&q=85)

# UXTrends 2018

User experience trends for 2018.

[Download the reportDownload](https://cdn.sanity.io/files/0w1142l8/production/8944c7e7f281f586e93b02f44c39e9c32b625c79.pdf/zorraquino-ux-trends-2018-es.pdf?dl=)

1. [UX Trends 2018Home](https://www.zorraquino.com/en/trends/ux-trends-2018)
2. [Trend 01Humanisation](https://www.zorraquino.com/en/trends/ux-trends-2018/humanisation)
3. [Trend 02Smart personalisation](https://www.zorraquino.com/en/trends/ux-trends-2018/smart-personalisation)
4. [Trend 03A more emotional interface](https://www.zorraquino.com/en/trends/ux-trends-2018/emotional-interface)
5. [Trend 04Mood as interface](https://www.zorraquino.com/en/trends/ux-trends-2018/mood-as-interface)
6. [Trend 05Design for optimisation](https://www.zorraquino.com/en/trends/ux-trends-2018/design-for-optimisation)
7. [Trend 06A richer UI](https://www.zorraquino.com/en/trends/ux-trends-2018/richer-ui)
8. [Trend 07Sensory feedback](https://www.zorraquino.com/en/trends/ux-trends-2018/sensory-feedback)
9. [Trend 08The year of augmented reality](https://www.zorraquino.com/en/trends/ux-trends-2018/year-of-augmented-reality)
10. [Trend 09Designer as storyteller](https://www.zorraquino.com/en/trends/ux-trends-2018/designer-as-storyteller)
11. [Trend 10Connected experiences](https://www.zorraquino.com/en/trends/ux-trends-2018/connected-experiences)
12. [Trend 11Atomic Design](https://www.zorraquino.com/en/trends/ux-trends-2018/atomic-design)
13. [Trend 12Only the essential](https://www.zorraquino.com/en/trends/ux-trends-2018/only-the-essential)

## Introduction

For those who don't know us, Zorraquino is a design and digital strategy consultancy specialising in branding, user experience and the development of end-to-end solutions for digital business.

## The ten trends

[![Humanisation: Humanised design in an increasingly automated world](https://cdn.sanity.io/images/0w1142l8/production/08bb7f750e9a6d8728df3b3faef30098d5762d22-1200x900.webp/humanisation-humanised-design-in-an-increasingly-automated-world.webp?w=1600&fit=max&auto=format&q=85)01HumanisationHumanised design in an increasingly automated worldRead trend](https://www.zorraquino.com/en/trends/ux-trends-2018/humanisation)[![Smart personalisation: The individual as the goal](https://cdn.sanity.io/images/0w1142l8/production/b9a31962d996f464392adb5d1732c26e89b6ec37-1600x1056.webp/smart-personalisation-the-individual-as-the-goal.webp?w=1600&fit=max&auto=format&q=85)02Smart personalisationThe individual as the goalRead trend](https://www.zorraquino.com/en/trends/ux-trends-2018/smart-personalisation)[![A more emotional interface: From function to emotion](https://cdn.sanity.io/images/0w1142l8/production/5cb5162a5f8a2467ee99e29d3e914c3f29eb6f8b-1600x1199.webp/a-more-emotional-interface-from-function-to-emotion.webp?w=1600&fit=max&auto=format&q=85)03A more emotional interfaceFrom function to emotionRead trend](https://www.zorraquino.com/en/trends/ux-trends-2018/emotional-interface)[![Mood as interface: Adapting to the user's mood](https://cdn.sanity.io/images/0w1142l8/production/46855777119c1cfaf84357ab87ce8d6987399798-1280x720.webp/mood-as-interface-adapting-to-the-user-s-mood.webp?w=1600&fit=max&auto=format&q=85)04Mood as interfaceAdapting to the user's moodRead trend](https://www.zorraquino.com/en/trends/ux-trends-2018/mood-as-interface)[![Design for optimisation: Design for impatient people](https://cdn.sanity.io/images/0w1142l8/production/5e8c934030751a67ef68d645969a78744ad740d3-1200x675.webp/design-for-optimisation-design-for-impatient-people.webp?w=1600&fit=max&auto=format&q=85)05Design for optimisationDesign for impatient peopleRead trend](https://www.zorraquino.com/en/trends/ux-trends-2018/design-for-optimisation)[![A richer UI: Much more than a pretty face](https://cdn.sanity.io/images/0w1142l8/production/2258243c468d727490c26c0e24b4cfe7991c0f3c-1600x1056.webp/a-richer-ui-much-more-than-a-pretty-face.webp?w=1600&fit=max&auto=format&q=85)06A richer UIMuch more than a pretty faceRead trend](https://www.zorraquino.com/en/trends/ux-trends-2018/richer-ui)[07Sensory feedbackThe game of the sensesRead trend](https://www.zorraquino.com/en/trends/ux-trends-2018/sensory-feedback)[![The year of augmented reality: Improving reality](https://cdn.sanity.io/images/0w1142l8/production/afaccb49d60f55f5fd362e9847f1e08e8b66c0db-1600x1056.webp/the-year-of-augmented-reality-improving-reality.webp?w=1600&fit=max&auto=format&q=85)08The year of augmented realityImproving realityRead trend](https://www.zorraquino.com/en/trends/ux-trends-2018/year-of-augmented-reality)[![Designer as storyteller: Hooked on your story](https://cdn.sanity.io/images/0w1142l8/production/7762d8effe9a9baebae3a643b6b7e91313ac5138-1600x800.webp/designer-as-storyteller-hooked-on-your-story.webp?w=1600&fit=max&auto=format&q=85)09Designer as storytellerHooked on your storyRead trend](https://www.zorraquino.com/en/trends/ux-trends-2018/designer-as-storyteller)[![Connected experiences: Omnichannel and collaboration between brands](https://cdn.sanity.io/images/0w1142l8/production/5d03b455e40f40cb5d106f8885e59d66c5ca7443-1600x900.webp/connected-experiences-omnichannel-and-collaboration-between-brands.webp?w=1600&fit=max&auto=format&q=85)10Connected experiencesOmnichannel and collaboration between brandsRead trend](https://www.zorraquino.com/en/trends/ux-trends-2018/connected-experiences)[![Atomic Design: Design as an organism](https://cdn.sanity.io/images/0w1142l8/production/918a4df93742f1dbe28408d06c42db1cc8453fc3-1600x1064.webp/atomic-design-design-as-an-organism.webp?w=1600&fit=max&auto=format&q=85)11Atomic DesignDesign as an organismRead trend](https://www.zorraquino.com/en/trends/ux-trends-2018/atomic-design)[![Only the essential: The trend that never dies: “Reduce with reason”](https://cdn.sanity.io/images/0w1142l8/production/c3e0847491b27900a29aad9c3a19d25822cb9a18-1500x1125.webp/only-the-essential-the-trend-that-never-dies-reduce-with-reason.webp?w=1600&fit=max&auto=format&q=85)12Only the essentialThe trend that never dies: “Reduce with reason”Read trend](https://www.zorraquino.com/en/trends/ux-trends-2018/only-the-essential)

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