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Web Design and Development Recap

The year 2020 is bound to bring new web design and development ideas, innovations, initiatives, and, most interestingly, trends. 

Indeed, technology is ever so variable and predictable. Designers, developers, and programmers could not help but notice and integrate these trends into their projects.

Before we embrace the newest web design trends of 2020, it is only right we list down what trends we’ve seen in 2019. These are the trends that shaped the 2019 web development industry.

Machine learning

Artificial intelligence (AI) is no longer dependent on the inputs of the programmers’ thanks to machine learning. Technically, these are programs that can collect and synthesize data to make them more useful. The goal is to improve the overall user experience (UX).

This will be carried over to the next year, more so that machine learning is increasingly able to demonstrate commonsense knowledge by simulating human empathy

AI and bots

AI mimics human intelligence. With the assistance of machines including chatbots; virtual assistants such as Alexa, Siri, and Cortana; and voice bots, AI-enabled communication became possible. 

With AI also, analytics solutions are integrated as the machine performs various cognitive functions such as collecting data and analyzing information. It was also able to understand emotions by looking contextually into intent.


Chatbots are instantaneous so more and more users interact with them. It was predicted that 85% of the consumers will use chatbots in reaching out to the brand. As an extension of customer support in real-time, chatbots users see today are more intelligent and more efficient.

The difference is the higher customization levels that are not apparent in the past chatbot iterations. For one, the modern bots have a personable face as brands are trying to use mascots for representation.

An AI integration, it will be the single most important application in 2020 and the next years based on the extent of its use this 2019.

In 2019, users have witnessed how some websites are optimized for voice search. Google alone reports up to 35x increase in voice search queries. Thus, in 2020, the voice search queries will account for 50% of the total number of queries, especially on mobile searches.

It only means users are comfortable with the new technology, and so the continued use is expected. Not just for better user experience, but voice search optimization also leads to higher ranking, increased traffic, and thus, better user acquisition.


Technology support has also seen tremendous growth in 2019. Voice search recognition API is just one availability in web-enabled devices that programmers should capitalize on now and for several years to come. Streamlining is apparent in various aspects of our lives from wearable tech to smart homes. 

With API-first design, what we’ve seen are developers who start with an API and build from there. This also achieved seamless integration between the front-end and back-end developers.


Accelerated mobile pages (AMP) and progressive web app (PWA) became instrumental in achieving 2019 speed goals, among others.

AMP targets developing websites that load quickly on mobile devices without sacrificing features such as videos, graphics, illustrations, and animations. AMP-powered pages load on multiple platforms, devices, and browsers. And while there are inherent HTML restrictions that result in functionality restrictions as well, the benefits of AMP are undeniable.

PWA, on the other hand, are web apps that load like regular pages but with higher levels of functionality. They load almost instantly because of content prioritization minus the cache issues. Building with progressive enhancement, this trend will continue this 2020 for sure.

Motion UI

Since higher levels of interactive are in-demand especially among the Gen Z users, motion UI (user interface) has been fully utilized. Not just because of its dynamic graphics and animation, but also how it impacts usability.

Motion UI is especially useful since visual storytelling was the mantra this year, and probably in the years to come. A coherent narrative experience is essential in building the brand as well as brand loyalty. With it, the users are kept engaged as he or she was exploring the website.

Various tools and techniques are at the disposal of the technicals, making the exploration of motion UI even more plausible. There’s a sustainable library that even technicals with no solid JavaScript foundation can use.

Ambient design

The technicals and creatives are looking for ways to keep the users engaged while highlighting the need for fresh designs. Web designs are now dependent on certain factors such as time of day and weather conditions.

Ambient design elements increased in popularity in 2019 and will continue to be so in 2020. 

Dynamic illustrations

Videos are a tough-sell because they slow down the loading times. The creatives, therefore, had to look for ways to avoid video as possible without sacrificing the quality of UX.

In 2019, animations and integrated GIFs became big and so was dynamic illustrations. Motion graphics were the answer and it will still be in 2020, especially that they contribute to strengthening the brand.


Microinteractions are elements that aim to humanize the site exploration experience. A microinteraction happens when a user takes an action while on the website or app and which it will respond to. 

These elements bring interactive experiences to a higher level with simple hovering and scrolling. This is how websites get the users involved as well while it transmits information in the subtlest manner possible.

Since microinteractions are not intrusive like other elements despite making each page smarter as before, it is safe to assume that this trend will be carried over to the next year.

Thumb-friendly nav

Mobile browsing has already overtaken desktop browsing. As such, the mobile navigation design is becoming more thumb-friendly.

Mobile users hold their devices quite differently, and the thumb is prominently used. Thus, the thumb movements are integrated into the web design process of 2019 and 2020 will not be any different.

In 2020, designing websites will be tailored to the thumb. 

Augmented and virtual reality

Augmented reality is commonplace nowadays. It has been especially useful in e-commerce industry, taking advantage of the built-in features of devices like smartphones. 

The same goes for virtual reality, which is easier to produce. And in 2019, virtual reality ushered in innovative, smarter websites. 


Hacking, data theft, and other threats have always been an issue. And 2019 saw more profound ways of defacing websites. In fact, cybercrimes are at an all-time high.

Cybersecurity was escalated this year, strengthening systems that protect information, servers, and databases. With AI, this had been possible—through robots that detect and attack the problem as it occurs and not when the damage was already done.

This is one trend that will surely be existent in 2020 and beyond. Not to mention, more and more websites will adapt the zero trust security model or a security concept that required verification on all users trying to connect to the system. Biometrics is one example.

Which among these web design and development will live through and find more success in 2020? Let us know in the comment section below.

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