UI/UX Trends That Will Dominate 2021 – Web Design That Stands Out

In this digital age, trends come and go in the blink of an eye. Your brand could be hip and happening one minute, and passé the next. The same goes for website design in Singapore. On top of regular web maintenance to keep your site in tip-top shape, web elements need to be regularly updated to enhance user-friendliness. That is why it is important for companies to keep themselves in the loop with the latest trends in User Experience Design (UX) and User Interface design (UI).

While this sounds like a daunting task, engaging the help of a reputable website design company in Singapore can help your business pinpoint problem areas and upgrade overall UI/UX. That being said, it is always better to keep yourself updated on the latest UI/UX trends – here are 5 we think will being your website to the next level in 2021.

1. Things are getting dark

Social media giants such as Facebook, Twitter and Instagram did it first – the Dark Mode. According to free technical support ComputerHope, Dark Mode is a theme or setting that changes the background colour of any operating system’s desktop, home screen, and some applications to dark gray or black.

Not only does Dark Mode make your website look cool and sleek, dark mode encourages night-time browsing and is gentler on the eyes as compared to the traditional white background. More browsing = more time on your site = higher sales.

2. Go micro

As the saying goes, ‘It’s the little things in life that make life BIG.’

This is definitely true for web development in Singapore – the littlest details can make or break your website.

Pay close attention to microinteractions on your website. Microinteractions are small moments where users and design interact. When done correctly, they can greatly enhance a site’s UI/U. Microinteractions are not essential for web function but allow users to engage with your content seamlessly.

Microinteractions can range from simply your button colour changing upon click to a ‘Go to Top’ button to a like button for your content. The possibilities are endless!

3. Give a virtual experience

Virtual Reality (VR) headsets have been increasing in popularity for the past couple of years as a business concept and in-game design. But due to the global COVID-19 pandemic, more companies in various industries are adapting VR into their digital platforms. Through creative VR, companies can showcase their products or services while observing social distancing protocols.

One example is Gleneagles hospital that provides a 360 ‘walk-through’ of their various delivery wards. Fashion companies like Lenskart have also been using VR to let people try on their products without having to leave the comfort of their homes.

4. Give people a voice – literally

We are talking about Voice User Interface or VUI in short. VUI allows spoken words to interact with computer systems. Think Google Alexa or Apple’s Siri. Incorporating VUI in your mobile site or app will give your company an edge above others. VUI reduces the need to type – this means that users can multitask while interacting with your website or app.

While this is an exciting technology to explore, it is important to consult a proper web development company in Singapore so you know how you can incorporate VUI in your business.

5. AI is taking over

Artificial Intelligence (AI) is more than just this robot who wants to wipe out humanity. According to Forbes Magazine, AI is a valuable tool in web design. Good AI helps us interpret and understand the world around us and can empower companies’ website appearance, strengthen its search abilities, and even accurately target consumers through social media.

As more people go online, companies can invest in AI to help understand shifts in consumer behaviour to tailor their products to customers’ wants and needs. With proper AI learning in place, websites can automatically be tailored to each and every customer’s user behaviour to provide the best possible browsing experience.

The lengths AI can go to help businesses are endless – that is why it is important for companies to enlist the help of a web development company in Singapore to provide the know-how and to match the best AI technology to your business needs.

These are just the top 5 trends we think will dominate 2021. Be the first mover in your industry to embrace amazing UI/UX design. Speak to a website design company in Singapore to find out how you can revitalise your business with UI//UX.

How to Score It in the Digital Experience Economy

We love to talk about journeys. Exchanging travel stories, and the journeys of our lives can build a connection, and turn strangers into friends.

With the virus and lockdowns, you and I, more than ever, have gone completely digital to carry out tasks of daily living – grocery purchases, food deliveries, banking transactions, and uhm.. perhaps, job applications?

Common to each of this task is the online experience a.k.a journey. Beyond wanting the goods and services, a compelling and memorable experience sweetens the deal. It is the icing on the cake.

It is about Emotions

The “Experience Economy” is not a new term.

In 1998, Joseph Pine II and James H. Gilmore first offered this idea of “staging the experience” to the world in a Harvard Business Review article.

Fast forward to 2020, that wisdom speaks truth in volumes. Today, a positive digital experience is an expectation. The Conscious consumer values the experience as much as (or even more) than the product/service. In the space of online retail, this means that we have to figure out how do our customers feel about the overall digital experience.

Breaking it down further, what defines the customer’s experience is the customer’s journey.

How the customer would remember his journey is how he feels about his journey i.e. his emotions.

In short, it’s all about evoking the desired emotions when we are connecting with our fellow tribe in the digital space.

Time well-spent and Time well-saved


We all have 24 hours a day. No matter how much technology advances, this fact isn’t going to change (we hope). Technology makes our lives better and it also changes consumer behavior.

Today, customers choose a product based on the digital experience they get when they engage with a brand. Making it Simple for the customer is the difficult part. At each step of the user journey lies the possibility of a pause moment where the customer can re-consider his intention to buy or convert. Hence, it’s a no brainier that the longer the journey, the more opportunities you are offering for a potential purchase decision to be hijacked.

We like to define our experiences, that’s how we share them with our friends and family. If you think SIMPLICITY, FLEXIBILITY, POSITIVITY, your head is in the right place. In short, make it worth a customer’s time to engage with your brand online.

And, one more noun, CONTROL. In a digital experience economy, we want to put the customer in the driver’s seat, and then observe the interactions and behavior that emerge once they have control.

Ultimately, use these observations to design and enhance the customer journey that will fuel the right emotions.

So, how simple is SIMPLE?

If you have grabbed a lunch or a snack at AMAZON GO, you know how swift the process is. It is as long as you take to decide on what you want. Like, seriously.

There’s no lines, no standing in queue, no check-out counters. You simply walk in, grab what you need and go. The only thing the store has is hundreds of cameras to track your every move. So, be sure to smile.

Before you enter Amazon Go, you must install an app. AMAZON GO uses sophisticated recognition software and artificial intelligence to figure out what you have grabbed and charge the right bill to the right customer. The weight sensors on the shelves know when you have taken something, and when you’ve changed your mind and put it back.

Explore the Possibilities of Online Retail

So, how do we translate simplicity and flexibility into online, and create the WOW moments?

1. For starters, can we pay with our smile, face or voice?

The online space needs to hasten its pace to make facial/ voice payment technologies more ubiquitous and acceptable. China has its own version of self-service supermarkets and Chinese shoppers are ahead in embracing facial recognition technologies.

For example, for a one-time purchase, do you want your customer getting up to retrieve that credit card, punching in the long string of numerals and clicking through the personal data fields. That one-time purchase, if made simpler and faster, can draw customers to return.

2. Next, how about automated/ relative pricing?

Can prices be relative based on likes, demand, and loyalty? If you fall in love with an enchanting dress that doesn’t quite capture the imagination of most ladies, can you get it at a cheaper price now, instead of waiting for that seasonal discount? Is it possible for prices to fluctuate in real time based on demand and supply, just like ride sharing?

There’s a whole realm of possibilities to work with online.  At Fenzo, we have a range of digital solutions, fully customization to suit your business needs. Let our team help you. Start experimenting now and you may find yourself leading the trend!


How to Express Brand Empathy

People feel vulnerable now. Many have to live their lives in the digital cloud, often not by choice.

Just like a human, a brand has to learn how to be + have at every level of social evolution and crisis.

We think that to do this well involves a trait called Brand Empathy.

Empathy means putting yourself in another’s shoes and truly identifying with their situation.

There are a few things to keep in mind for a brand to manifest brand empathy.

1. Curate your content based on current events or trending topics

Guinness shifted its focus away from celebrations, and leaned into a message of well-being and lifting each other up with the hashtag #wewilltoastagain. In these delicate moments where no place feels safe, a brand has to be present with empathy in order to stay connected with its audience.

How Guinness changed tack is a good example that the nuances of your brand personality are more colorful and delicate than ever.

2. Make goodness your brand ally

In 21st century marketing, marketing is no longer about creating illusions and beautiful gleaming things and people. Today, a consumer cannot associate with or be bought into a brand without ascribing to the underlying value that the brand stands for.

To a certain level, as human beings, we all want to prompt change in both ourselves and/or the world to make it a better place. A not-too-difficult way to do it is to associate ourselves with the content we consume.

Adobe did what it does best. It used its creativity to honour the people who continue to keep the world turning.

Top fashion brands like Prada, YSL and Gucci pivoted and re-tooled their manufacturing facilities to produce face masks in response to the shortage caused by COVID-19.

But, let us also be clear, association with goodness or the right value is not overly trying too hard to tap into a cause or make a social impact.

3. Touch that void

Okay, “touch that void” sounds a little elusive.

We are breaking it down. This involves a few aspects:

First, figure out who are you really targeting i.e. your niche audience. Mass appeal is not the way to go here.

Second, seek to educate or entertain, or simply be kind and care enough for your niche audience.

A google consumer insights report showed that millennials with their heavy use of technology are actually self-starters and doers; they do not merely love to take and pose selfies. Another consumer report (consumerclarity.com) says that the millennial generation is not interested in businesses that are driven by the bottom line without a greater good component.

Third, build an authentic relationship.

Listening and creating trust do not happen instantaneously. This is a furious nod to the age-old adage that content is king. Content needs to be valuable, which goes back to our second point. Content also needs to be consistent, so that we can give something for our niche audience to rely upon.

Dove displays empathy with its audience with its 2013 “Real beauty sketches” campaign. The ad sought to evoke an emotive response with its powerful underlying message that you’re more beautiful than you think. It depicts women’s struggle that the concept of beauty is passively found and seek to promote positive self-esteem.

Empathy has taken on a new level of priority! As human contact becomes restricted, we shouldn’t forget the importance of the human touch.

The team at Fenzo believes that creativity fuelled by empathy creates a double win, for our clients and their target audience. Let us help turn your brand into a good read, and make it harder for people to put it down!