Intelligent and meaningful user experiences have been a top priority for organizations. As boundaries between the offline and online world gradually fade, organizations must deliver a hyperpersonalized, immersive and ambient user experience.

The road to natural, progressive and adaptive interfaces

Adapting to market dynamics: the three horizons
Show all horizons
User-driven, Responsive, Natural


Progressive, Natural Interface, Adaptive

Hyperpersonalized, Immersive and Ambient

Key Patterns

  • System thinking
  • Adaptive
  • Natural experiences
  • Progressive
  • Lean UX
  • In-place collaboration


  • Immersive
  • Natural user interface
  • Gesture-based controls
  • Spatial user interface
  • Smart speaker
  • 3D models
  • Animation


Intuitive, Responsive, Rich

Persona-based Human Experience-centric

Key Patterns

  • Agile UX
  • Responsive
  • Rich UI
  • Personalized
  • User generated
  • Server side framework
  • Hybrid apps
  • Community and social
  • Recommendation
  • Experience platforms-driven


  • Analytics
  • User experience
  • Responsive
  • Multi-model
  • Touch user interface
  • Templatized platform-driven
  • Digital twins


Data Entry, User-Driven

Basis User Experience

Key Patterns

  • Waterfall UX
  • GUI
  • Native mobile


  • Data entry
  • Information gathering
  • Windows, icons, menus, pointer

Key trends across experience subdomains

UX design

Transition from a bottom-up approach to a top-down approach

Trend 1

Design research in systems

System Thinking requires a deep understanding of next-generation needs. Current foundations are not incrementally improved; rather, new ideas that need different strategy directions are uncovered. The circle has widened. Systems today are large, complex and heavily integrated with a broader ecosystem.

Trend 2

Ethics in design

From “Dark UX” (design elements that subtly push the user in a direction they didn’t intend to take) to “Surveillance Capitalism” (unilaterally claiming private human experiences for profit), the decisions made by designers have an impact across societies. Even decisions made to help people can backfire if not thoroughly vetted.

User interface

A shift from clicks to gestures

Trend 3

Gesture commands

As we move past touch-based interactions, the next generation of UI is all about touch-free control, which enables communication with a device through speech, gestures and even facial expressions. Touch-free controls are especially relevant in today’s virus-conscious world and promise a whole new level of engagement.

Trend 4

Natural interaction

Natural user interfaces represent simplified human-machine interactions. These smarter interfaces arose with the advent of social channels and progressed as social media became the primary source of engagement for both business and leisure. As users moved from simple phones to smartphones and from desktops to mobiles or tablets, these interfaces also kept pace to make it as seamless as possible to use these devices.

Digital channels

N=many becomes N=1

Trend 5

Conversational channels

By now, many people have likely had online customer service interactions handled by a chatbot, or implemented a zero-user interface device such as Amazon’s Alexa. These communication platforms, both voice- and text-based, blend natural language processing and AI to create humanlike interactions. However, though highly intelligent, these conversational channels are generic and respond in the same way to every user.

Trend 6

Immersive experiences

Immersive experiences are a step closer to near-humanlike interactions, as they help bridge the gap between the physical and digital worlds and present a multidimensional, multimodal experience. Although they offer consumer-centric experiences, this technology is expensive and only now gaining a foothold in the business place.

UX technology

Move from static to learnable interfaces

Trend 7

Micro frontends

Proper frontend development requires concerted efforts and becomes a complex affair to manage in the case of large products. Earlier, frontend applications were packaged as a monolith, bundled with all capabilities and functional elements required to cater to various end-user requirements. Naturally, it was difficult to apply new enhancements to such applications and, in doing so, often ended with an overhaul of the entire application.

Trend 8

Spatial user interfaces

Augmented, virtual and mixed reality user experiences rely on real-time inputs from the physical world to deliver outputs that are a blend of real-world data and programmed elements that operate on real-world data and digital objects.

Engagement platforms

The move from a monolithic functional model to platforms powered by context intelligence

Trend 9

Experience- and intelligence-driven commerce to hypercharge connections

E-commerce activity has surged in recent years to become a critical driver of platform modernization. As consumers become more selective about their purchases, brands are investing in sophisticated commerce platforms that focus on the entire customer journey to provide better experiences and derive meaningful insights.

Trend 10

Real-time customer engagement

The playground for personalization has expanded to become more meaningful and authoritative. Personalized app and web experiences, tailored business content, real-time interactions, contextual contact centers, personalized communications, social involvement to support advocacy, and customized loyalty schemes provide multiple avenues to build an emotional connect.

AI in design

The shift from rules-based personalization to hyperpersonalization

Trend 11


Personalization of content in websites and mobile applications was mostly driven by rules defined in content management systems, experience management solutions and analytics engines. These rules relied on frontend user interactions or a history of user patterns captured at the backend. Stream analytics, big data analytics and edge analytics now offer significant insights that evolve into hyperpersonalization.

Security and compliance

Nonfunctional factors play a crucial part in a complete experience

Trend 12

Accessibility advancements

Accessibility tools, which allow people with disabilities to use devices and the web smoothly in UX, have gained importance and, in some parts of the word, are a governmental requirement. According to the World Health Organization, about 15% of the world’s population has some form of disability, which indicates they form a significant segment whose needs must be addressed.

Trend 13

Privacy protection

Enterprises handle massive volumes of data in a highly interconnected world. The flipside of having abundant data is potential breaches. Reports of data theft or data used for fraudulent purposes are on the rise as cyberattacks become more sophisticated. Financial services sectors, hospitals, retailers and government agencies gather a vast amount of personal information.

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Anoop Kumar P

Anoop Kumar P

Associate Vice President

Corey Glickman

Corey Glickman

Vice President

Guruprasad N V

Guruprasad N V

Senior Principal Technology Architect

Kurt Schafer

Kurt Schafer

Senior Principal

Manoj Neelakanthan

Manoj Neelakanthan

Design Partner

Venugopal Subbarao

Venugopal Subbarao

Associate Vice President


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