# Connected experiences · UX Trends 2018 · Zorraquino > Omnichannel and collaboration between brands URL: https://www.zorraquino.com/en/trends/ux-trends-2018/connected-experiences ![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) Trend 10 # Connected experiences 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) Connected experiences Omnichannel and collaboration between brands ## The digital joins the real User experience is not limited to the digital environment; it is present in everyday life (voice assistants, IoT, retail, …). The connection between the physical and the digital makes it possible to create much more immersive and emotional experiences. Omnichannel strategies and collaboration between brands bring more dynamism and fluidity; they are more attractive for users and more beneficial for brands. Designing these experiences builds brand image. Consistency and collaboration between teams result in a positive connection with the user. ## Cases 01 / 05 Zorraquino spotlights 1. 01 Despite the dominance of digital reality in our lives, it is hard to think of an experience that is exclusively online. 2. 02 User experience design is moving towards combining the physical and digital worlds to create more all-encompassing experiences. 3. 03 Integration becomes the key word here, as does work across departments: considering that every angle and reality of a brand affects the user experience. ## More on the trend ### References - [10 UX Design Predictions for 2018](https://theblog.adobe.com/10-ux-design-predictions-for-2018/) - [The 12 Most Innovative UX Experiments of the Year](https://www.fastcodesign.com/90155083/the-12-most-innovative-ux-experiments-of-the-year) - [Its Time for Immersive Brand Experiences](https://uxplanet.org/its-time-for-immersive-brand-experiences-466b4ac108ea) - [5 Examples Brilliant Brand Collaborations](https://www.virgin.com/entrepreneur/five-examples-brilliant-brand-collaborations) - [Lo que la nueva tienda de Apple enseña sobre cómo está cambiando el retail](https://www.puromarketing.com/14/29493/nueva-tienda-apple-ensena-sobre-como-esta-cambiando-retail.html) - [Who Needs A Hospital, When This Self-Driving Doctor Comes To You?](https://www.fastcodesign.com/90130217/who-needs-a-hospital-when-this-self-driving-doctor-comes-to-you) - [Five great examples of integrated brand partnerships online](https://www.econsultancy.com/blog/69285-five-great-examples-of-integrated-brand-partnerships-online) - [Zara abre en Londres una tienda física solo para comprar ‘online’](https://elpais.com/economia/2018/01/25/actualidad/1516886057%5F673051.html) - [Tinder Users ‘Swipe Right’ For Blind Dates In A Mustang](https://media.ford.com/content/fordmedia/feu/en/news/2017/01/05/tinder-users-%5Fswipe-right-for-blind-dates-in-a-mustang.html) - [KFC Flying Chicken Sandwich Bankrolling World View Balloon Test Flight](https://www.space.com/37190-kfc-funding-world-view-balloon-flight.html) - [Burger King Is Launching a Video Game Food Delivery Service in Spain. We Went There to Test It](http://www.adweek.com/creativity/burger-king-is-launching-a-video-game-delivery-service-in-spain-we-went-there-to-test-it/) Pages 160–180 of the report [![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)](https://www.zorraquino.com/en/trends/ux-trends-2018/atomic-design) Next trend · 11 [Atomic Design](https://www.zorraquino.com/en/trends/ux-trends-2018/atomic-design)