There is little doubt we are at a crossroads for digital experiences. On the one hand, consumers are more expectant than ever of personalised, convenient, and intuitive interactions. They want, as Daft Punk famously put it: “better, faster, stronger.”
On the other hand, the rise of the ‘digital detox’ – a growing desire for human-to-human connection and time away from screens – is forcing brands to rethink their approach. It’s no longer enough to chase likes and comments. Success will be measured by deeper metrics like loyalty, behaviour change, and real-world impact.
So how can brands redesign digital experiences to thrive?
Personalised experiences on steroids
People will want apps that seem to know them inside and out. AI will take personalisation up a notch, with smart suggestions, customised feeds, and interfaces that feel almost tailor-made to each user. Apps will adjust to individual habits, making everything feel smoother and more intuitive.
Personalisation will extend beyond digital spaces, too. Think real-world applications: a retail app that sends personalised offers as you walk into a store or a streaming platform that adjusts its recommendations based on your mood.
On-demand everything
Convenience will continue to rule, and expectations from consumers will rise. From food delivery to at-home services to instant booking for events and travel, users will expect apps to instantly connect them with whatever they need – even across different devices.
Everything should appear in two days… or now two seconds on digital, right? The line between digital and real-world services will blur, making everything feel like it’s a click away.
Thumbs are cutting corners by talking to our apps
Voice commands and conversational AI will create the speed and ease that people crave with actions using natural language, shortcuts or emojis. Imagine quickly asking your banking app for a transaction history or using voice commands in shopping apps to add items to your cart.
The growing adoption of tools like ChatGPT and Alexa has already paved the way for conversational interfaces. In 2025, talking to apps will become as commonplace as tapping, allowing users to multitask and complete actions more quickly and easily.
It’s no longer just about the “Like” button
Engagement is not actually measured by the now traditional likes/comments/shares, but by impact and influence. What is the purchasing power of a post, or the ROI of a mobile app feature? Long-lasting loyalty, even with a smaller audience, is more valued than widespread eyeballs. Focused, feasible ability to drive behaviour change in consumers is going to be key.
Digital Detox will redefine downtime
We are already seeing ‘digital detox’ cafes and the desire for human-to-human connection on the rise as society reacts to the overwhelming amount of information and dependency on digital interfaces that has taken a toll on mental health and relationships.
The pendulum will start to inch back to reference a time that was slower and more intentional, with hands-on activities to create calm, fun and interaction.
The digital landscape will be shaped by a paradox: as consumers demand increasingly personalised, seamless experiences, they’ll also crave opportunities to unplug and engage in the real world.
The brands that thrive will be those that find harmony between these needs. By combining cutting-edge digital innovation with a genuine understanding of human connection, they’ll not only capture attention but also build trust, loyalty, and lasting impact.
Christine Bourdon is head of design and creative, managing director at Designit
