In collaboration with: Enrique Tellez & José de Jesús Muñoz Bañuelos
At the time of writing, we’re in the middle of the movie and tv awards season. This is why today, we’re reflecting on the real-life dramas unfolding around us each day. Inspired by the Academy’s celebration of the best in film, we thought this would be the perfect opportunity to spotlight the standout moments, trends, and designs that have shaped user experiences in recent years and are defining the landscape for 2025.
From cutting-edge tech that feels like belongs to a sci-fi blockbuster, to interfaces so immersive you’ll feel as if you’ve binge-watched an entire saga, the industry is filled with brilliant “performances” worthy of the red carpet. Here are our nominees for “Best UI/UX Trends in a Leading Role”…
1. Fantastics VUIs and Where to Find Them
On May 13th 2024, Chat GPT’s 4o was announced. Does anyone else feel this was ages ago?
We still remember our awe when ChatGPT introduced in 4o, the ability to have voice calls with an AI - it was a moment of amazement we hadn’t felt in years (probably not since Nintendo’s glass-less 3D-effect debut). As shown in the video (above), the voice capabilities of the model far surpassed those previously seen in other voice assistants. It’s still incredible how natural and engaging some conversations can be. And with the rest of the features like memory, online search, image and audio analysis; we’ve started integrating ChatGPT more seamlessly into our daily activities.
Sure, we still run into the occasional hallucination (the AI’s, not ours), so the tech isn’t quite perfect. Still, since that announcement, the landscape has continued to evolve dramatically, with competitors springing up everywhere. Slowly but surely, we’re transitioning into a new normal where we expect natural, ongoing conversations with our devices. And with AI Agents on the horizon, some people think now barely need our input to get the job done. While that remains to be seen, the fact is that Voice Recognition on its own has improved tremendously, and that will enable us to be more present and less focused on our everyday black mirrors.
2. Zero UI (Or How I Learned to Stop Worrying and Love The Voice)
But seriously, each day I feel more and more like living in a sci-fi (slightly dystopian) movie.
This continuous evolution toward screen-free interactions is often referred to as “Zero UI.” And while it’s not a new concept (it’s being around since at least 2015 when the term was coined), this concept is starting to gain more attention due to the AI advancements. Basically, the idea is to keep evolving how we interact with technology so that systems adapt to our natural communication styles - rather than forcing us to learn new UI paradigms every time we use different devices or platforms.
As UI designers, we believe this rising trend of Zero UI will continue to shift the way we present and leverage the information for the users. We’ll need to pay particular attention in understanding the multiple paths a conversation (or thoughts… even?) can take with the goal of anticipating user needs and craft a personalized experience for that specific moment.
To ensure these new experiences feel natural and intuitive we will require to shift our focus into natural (physical) interactions like haptic feedback, context awareness, gestures, and others.
3. Smart W(e)ars: A New Hope
It’s no surprise we’re now geeking out over smart glasses - another excuse to stare at screens even longer.
In the crowded field of wearable technology, smart glasses are emerging as a rising star. Their ability to provide hands-free access to information and integrate seamlessly into daily life sets them apart from other wearables, making them a focal point of innovation and discussion. Over the past few months, we’ve been eagerly following new product releases and developments. It’s been a lot to keep up with, especially considering this year’s CES (Consumer Electronics Show), which showcased a slew of exciting new products.
Society seemed to collectively decide (against my will) with the failure of Google Glass in 2014–2015 that having cameras in our faces wasn’t such a great idea, but that hasn’t stopped enthusiasts from exploring subtler ways to integrate this technology into our daily lives. The key, in our opinion, lies in presenting relevant contextual (or critical) information at a glance. Our ability to seamlessly enhance everyday tasks without requiring users to stop and shift their attention to another device will likely re-define the future of smart glasses and drive their adoption. And with that… hooray! Cameras might finally make their way back to our faces!
And while our glasses are giving us the relevant data, smartwatches and other wearables will be continue to track it.
4. No Country for Old Algorithms
When Spotify knows you better than you know yourself.
Imagine a world where every app, website, or product feels tailor-made just for you. That’s the magic of AI-powered personalization. By analyzing behaviors and preferences, AI creates experiences that feel less like technology and more like a custom soundtrack for your life.
Take Spotify Wrapped, for example. Each year, millions of users eagerly share their personalized playlists, celebrating their unique listening habits. It’s not just about top tracks - it’s about making every user feel seen and understood. And with AI tools becoming more sophisticated, personalization is now anticipating user needs, transforming convenience into connection.
For designers, the challenge is clear: crafting systems that adapt in real-time without losing the human touch. In 2025, personalization isn’t just a feature - it’s the rhythm that drives unforgettable user experiences.
5. Eternal Gameplay of the Distracted Mind
How Duolingo keeps us addicted to learning languages (and loving it).
Gamification is all about turning everyday experiences into something worth playing. Whether it’s a streak to maintain or a badge to collect, game-like elements keep users engaged and coming back for more.
Apps like Duolingo have mastered this, making language learning feel like a fun, addictive game. From leaderboards to daily challenges, the app constantly evolves, surprising users with new ways to stay motivated. And it’s not slowing down - just a few months ago, at Duocon 2024, Duolingo unveiled AI-powered features like real-time Video Call conversations with characters and Adventures, an immersive story-driven experience where users apply their language skills in interactive scenarios. These additions further prove that gamification isn’t just about points - it’s about creating engaging, dynamic worlds that keep users learning
In 2025, gamification continues to level up with data-driven design and AI. From interactive progress trackers to dynamic rewards, it’s about motivating users by making every interaction feel like a win. The result? Experiences that are not only engaging but truly rewarding.
The Road Ahead: Designing for the Future
From voice-based AIs and screen-free “Zero UI” experiences to the reemergence of smart eyewear, the UI/UX landscape in 2025 is brimming with innovation. To design effectively for this new era, we’ll need to:
- Embrace Natural Interactions: Voice, gesture, and haptics are no longer optional.
- Anticipate Context & Personalization: The best experiences feel tailor-made, whether that’s your smartphone hearing your voice inflection or your glasses adjusting the AR overlay for your field of vision.
- Stay Curious & Adaptable: With technology evolving this fast, being rigid is a one-way ticket to obsolescence.
So, grab your popcorn (or your AR glasses) and settle in. Because these trends are more than mere buzzwords - they’re main characters in the ongoing cinematic universe of UX. And if these “nominees” are any indication, the award for “Best Emerging Technology” is going to be hotly contested for years to come.
And the winner is…
Well… that’s for you, dear designer (and possibly your AI assistant), to decide. But one thing’s certain: the fantastical tech we once dreamed has arrived, providing user experiences so hyper-real you’ll forget they used to be mere science fiction.
Additional resources:
Want to keep on learning about the upcoming Trends ?
Voice User Interfaces (VUIs)
Designing for Voice User Interfaces (VUI)
Design effective VUIs by focusing on user needs and conversational design principles.
Building trust into conversational AI solutions
Ethical considerations and challenges associated with conversational AI
Natural User Interfaces - What does it mean & how to design user interfaces that feel natural
Explains what Natural User Interfaces (NUIs) and how to design progressive learning to create interfaces that align with natural human behaviors.
Voice User Interface (VUI) Design Best Practices
Best practices for VUI design.
Voice User Interface (VUI): Everything You Need to Know
Article on how VUIs work, their applications in everyday life, and the technical challenges and limitations they face
Zero UI
Your Beginner’s Guide to Zero UI
Introduction to Zero UI, its impact on UI design, and the transition from traditional screen-based interfaces to more intuitive interactions
Zero UI: Everything UI Designers Need to Know
Overview of principles, technologies, and applications on Zero UI.
Zero UI: The Invisible Revolution in Design
Evolution, challenges and considerations around Zero UI.
Zero UI: What it is and its modern use cases
Use cases of Zero UI, including its potential to improve accessibility by integrating seamlessly into users’ environments.
Zero UI: Redefining the Future of Human-Technology Interaction
Comprehensive overview of Zero UI principles and how they are being applied.
Smart wearables
Designing for wearables: 7 rules and best practices to keep in mind
Some best practices for designing UX for wearables.
Real Examples and Use Cases of Smart Glasses in Design
Some real examples and use cases of smart glasses.
Are Meta Ray-Ban Smart Glasses the Next Big Thing for UX/UI Designers?
Exploration on the potential of Meta Ray-Ban Smart Glasses for UX/UI designers, highlighting their ability to capture visual inspiration and provide AI-driven feedback
The Future of Smart Glasses: Predictions and Emerging Technologies
Forecasts on the future of smart glasses, possible market growth and emerging technologies that will shape their UX design
How Smart Glasses Will Change the Lives of People with Low Vision
Analysis on the accessibility and independence that smart glasses offer to people with eyesight problems.
AI powered personalization
AI personalization
General intro into AI personalization, trends and best practices.
The Future Of AI-Powered Personalization: The Potential Of Choices
Opinion on the future of AI-powered personalization, highlighting its potential to enhance customer experiences by addressing choice overload and enabling real-time, tailored interactions
Personalization done right
Deep dive into how companies can use AI to create and refine personalized experiences at scale, emphasizing the importance of delivering what customers want faster and more efficiently.
Unlock Future Of UX Design: Epic Guide To AI-Powered Personalization
Strategies for UX designers to design effective hyper-personalized experiences using AI, including leveraging user data responsibly and designing for customization
Techies and AI: Embracing automation without losing the human touch
Exploration on how tech professionals are embracing AI and automation while preserving the human qualities essential for creativity and innovation
Gamification
Gamification in UX: Enhancing Engagement and Interaction
Benefits, strategies, examples of gamification, and even some criticisms of this UX technique.
Gamification: A journey to an immersive UX
Whitepaper on how gamification can be used to enhance user engagement, covering practical applications in different industries, potential challenges and best practices for implementation.
How Product Designers Can Use Gamification for Good
Examination on benefits of combining gamification with data-driven design in UX and some best practices for ethical designers.
How Generative AI Takes Gamification to the Next Level
Analysis on how generative AI enhances gamification by creating personalized game loops, realistic simulations, and adaptive health and wellness platforms
10 AI-Powered Gamification Techniques for Creating Engaging User Experiences
Ten AI-powered gamification techniques that change user experiences, focusing on boosting engagement, retention, and motivation through personalized, adaptive strategies.