How to dive into the digital future? UX and CX trends to follow in 2020

First impressions matter both with people and websites. If you do not wish your website’s user experience to feel like going down the rabbit hole, do not underestimate the importance of User Experience (UX) and Customer Experience (CX). When navigating your website is confusing, your potential customers are more likely to head towards competition. Nowadays, people’s expectations are higher than ever, and if you manage to meet them, your sales may soar in no time.

However, if you fail to impress your clients, they will simply move onto somebody else, who will. It takes more than a functioning website to generate interest in your business and beautiful design is not enough to hold people’s attention if it is not accompanied by intuitive website structure. Great customer experience often translates to satisfied customers and numerous businesses are starting to include it in their growth marketing strategies. In fact, global spending on Customer Experience (CX) is expected to hit 640 billion U.S dollars by 2022. In 2020, crafting a memorable user experience does not simply set you apart from your competitors, it saves you from falling behind them. In the previous article (How to craft a memorable UX and CX in 2020? UX landscape in Canada and Germany), we talked about the most popular UX and CX trends for 2020 –  mobile optimization, dark theme, and personalization. They are essential elements in the UX First Aid Kit if you want to quickly make your website more user-friendly, but the recipe for UX and CX success has more ingredients. What are other ways to be at the top of your UX and CX game in 2020?


Subtle movement often catches people’s attention and micro-interactions, or simply micro animation effects, breathe life into website elements. Facebook’s like button or hover animations are great examples of micro-interactions: they effortlessly create a captivating user experience in seconds. Perhaps the user engagement is in the detail!

UX writing

In the times of information abundance, users value precise, clear messages. UX writing is straightforward and directly answers users’ questions. It makes use of active voice and prioritizes clarity of the text. Interestingly, Google’s micro-change in copywriting resulted in a 17% increase in engagement rate, when they replaced the phrase “Book a room” with simple “Check availability”. The latter put less pleasure on users to make a decision, which in the end encouraged reservation-making. In User Experience, every little detail matters.

Login without a password

How many times have you forgotten your password? In the survey conducted by Cyclonis, almost 50% of people admitted to having forgotten their passwords 4 or more times in a single year. The results are not surprising: passwords often require special signs and capital letters, which may make them safer, but also more frustrating from the user perspective. In the last few years, companies have been slowly turning to password-less login options: pin codes, fingerprints, and face authentication. With developing technology, a password-less future is just around the corner!

Inclusive design

Inclusive design is meant to include the full range of human experience, recognizing that we are all different, and so are our needs. Microsoft defines it as  “design methodology that enables and draws on the full range of human diversity”. It was created to make websites more human-friendly, and increase their accessibility, so everybody could access content without problems. One of the inclusive design solutions is providing alternatives for content-absorption, be it an audio transcript or a sign language translation, but its use is wide and can be applied to any situation. For example, great colour contrast makes reading outside easier and captions with video content are helpful in public spaces. All these solutions allow people to enjoy our website regardless of their environment and are the essence of the rule “Solve for One, Extend to Many”. While people with hearing problems may directly profit from captions, they turned out to be useful for the majority of internet users. That’s what Inclusive Design is all about: it is human-centric and serves human needs, rather than designers’ whims.

Now that we have covered the latest trends in User Experience (UX), it’s time to cover Customer Experience (CX), which often decides our business fate.  According to Statista’s research, 88,3% of organizations saw customer experience (CX) as a competitive differentiator, which only highlights its importance. People’s expectations are constantly rising: back in 2017, 33% of Americans admitted that one case of poor service could lead them to choose another company’s services. Terrible CX is the business serial killer, and nothing attracts customers like human-friendly company. What are the latest trends to take your CX to a brand-new level?


In the world plagued by fake news, false promises, and spying software, trust is the best currency. People value companies, which are transparent and honest. They are more likely to develop customer loyalty and make regular purchases if they believe in your sincerity. Dishonesty can be easily exposed in the era of social media and it takes days to ruin a reputation, and years to repair it. Nowadays, it is especially important for companies to be transparent about the way they use and collect user data. GDPR, or General Data Protection Regulation, regulates data protection in Europe, and if your website complies with its requirements, many will deem it more trustworthy. In transparency, we trust!

Data protection

Nothing kills trust like a failure to secure your customers’ data. A data breach is expensive in dollars, reputation, trust, and customer base. 50% of people will view a brand negatively 12 months after a data breach, and Statista’s research on cybercrime showed that the average global cost of a data breach in 2019 was approximately 3.92 million U.S. dollars. Experts suggest investing in better data encryption solutions,  introducing two-factor authentication for employees and raising consumer consciousness about cyber threats.


Chatbots have two significant advantages over humans: they are always fast and always available. They instantly answer popular questions, provide easy solutions, and address customers’ common concerns, relieving the workload of human assistants. Thanks to bots, employees can handle more complicated matters without wasting time, which significantly boosts productivity. Although bots cannot replace an actual human interaction, they can greatly improve your Customer Service, responding to your customers’ needs in the speed of light!

UX’s and CX’s reality in Germany and Canada

As the latest forecasts show, Canada’s interest in Customer Experience (CX) technology is only expected to rise within the next years, from 15.8 billion U.S. dollars in 2019 to 18.6 billion U.S. dollars by 2022. It seems that for the Canadian CX market the best is yet to come! Customer and User Experience are also important in Germany, where e-commerce enjoys great popularity and total online retail sales rose from £63.207 billion in 2018 to £68.484 billion in 2019. Interestingly, e-commerce’s share of retail trade in Germany was only 10% in 2014, and hit 15,1% in 2018, noting a substantial growth rate and the second-highest e-commerce numbers in Europe after the United Kingdom.

If we can live in the world we design, may we design the universe, which is both user- and customer-friendly. Aesthetics is important but without functionality, it remains painfully impractical. User Experience (UX) and Customer Experience (CX) allow us to craft a brand narrative, which puts customers in the center of our business, and their loyalty at the top of our victories. Following the latest UX and CX trends is the best way to stay in the game, and perhaps even get ahead of your competitors, before they get ahead of you.


Spending on customer experience (CX) technologies worldwide in 2018, 2019 and 2022

What is UX writing and why is it suddenly so popular?

UI/UX Design Trends for 2020 Predicted by Web Design Agencies

Password Security Report: 83% of Users Surveyed Use the Same Password for Multiple Sites

14 UX Design Trends to Look for in 2020

Inclusive Design Principles

Customer Experience in 2020: Trends You Must Be Aware Of

#WellActually, Americans Say Customer Service is Better Than Ever

What Erodes Trust in Digital Brands?

Does your organization view customer experience (CX) as a competitive differentiator?

Average cost of data breaches worldwide from 2014 to 2019

Online: UK, Europe & N. America

Retail e-commerce sales as share of retail trade in selected countries from 2014 to 2018

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