Top 10 UI/UX Trends in Singapore 2024 (Best Practices And Case Studies)

UI_UX Trends in Singapore

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Trends are like the waves of the sea — here one minute, gone the next. Especially in UI/UX, trends come and go; therefore, as a digital marketer or a business owner, you must strike while the iron is hot. Leverage the trends to your advantage and witness conversions, whether better brand identity or sales. 

In this article, you will learn about:

  • The Relationship between UI and UX
  • Key Differences and Features of UI/UX
  • Significance of UI/UX to Singaporean brands
  • Top 10 UI/UX trends in 2024
  • Case Studies

What is UI/UX?

UI/UX is a term that combines User Interface (UI) and User Experience (UX) design, highlighting their interconnectedness in creating effective digital products. Furthermore, Figma differentiates the two concepts as “User interface (UI) refers to the interactivity, look, and feel of a product screen or web page, while user experience (UX) covers a user’s overall experience with the product or website.”

To further differentiate the two concepts and see their relationship with each other, here is a comparative matrix based on their essential elements:

Aspect UI Design UX Design
Focus Visual and interactive aspects of the product Overall user experience and satisfaction
Visual Design Look and feel, including colours, typography, and imagery N/A
Layout Arrangement of elements on the screen, ensuring clear presentation and logical order Information architecture, organising and structuring information for easy access
Interactive Elements Buttons, sliders, forms, and other interactive components N/A
Consistency Ensuring visual and interactive patterns are consistent across the application Usability, ensuring the product is easy to use and understand
Responsiveness Adapting the interface to different screen sizes and devices N/A
Branding Incorporating brand elements into the design to ensure brand recognition and consistency N/A
Typography Style, appearance, and arrangement of text for readability and visual hierarchy N/A
Iconography Use of icons to represent actions, objects, or concepts in a visually concise manner N/A
Usability N/A Ensuring the product is easy to use and understand, with intuitive navigation and clear instructions
Accessibility N/A Making the product accessible to all users, including those with disabilities, by following best practices and guidelines
Functionality N/A Ensuring the product works well, is reliable, and meets user needs effectively
User Research N/A Understanding user needs, behaviours, and pain points to inform design decisions
Prototyping and Testing  N/A Creating prototypes and conducting user testing to refine the design

Both UI and UX are essential for creating successful digital products. A beautiful interface (UI) is only effective if the product is easy to use (UX), and a well-functioning product (UX) will suffer if it is visually appealing and engaging (UI).

The Significance of UI/UX in Singapore

According to DataReportal, Singapore has a high internet penetration of 96%, making it a technology frontier and innovation hub of Asia. Moreover, the Singaporean government has encouraged its designers to be user-centered. This human-centric philosophy is apparent in many Singaporean landmarks, tourist spots, government services, and digital spaces such as websites. 

For Singaporean businesses and brands, there are several reasons why UI/UX design is crucial.

  • To rise above the high competition: With many local and international brands making Singapore their headquarters and vying for customer attention, a good design can set their brands apart from the highly competitive market. 
  • To satisfy the needs of a tech-savvy population: With more than 5.72 million smartphone users, Singaporeans “are among the most digitally connected in Southeast Asia,” according to Statista. A good UI/UX design ensures that websites and apps are user-friendly and meet high standards of digital interaction.
  • To increase brand perception: UI/UX significantly impacts how consumers perceive a brand. A sleek, easy-to-navigate interface can enhance brand image and build customer trust.
  • To increase conversion rates: Effective UI/UX can improve user engagement and conversion rates. For e-commerce brands, this means higher sales and better customer retention.
  • To foster cultural sensitivity: In a multicultural country like Singapore, UI/UX design must be culturally sensitive and relevant to different demographic groups, enhancing user satisfaction across diverse audiences.

Top 10 UI/UX Trends in Singapore

Here are the top 10 UI/UX trends you can leverage to benefit your brands. Each discussion includes some best practices and case studies of good design, which you can use as inspiration. 

1. Use of Artificial Intelligence (AI)

AI is reshaping UI/UX design in Singapore by enabling highly personalised experiences, enhancing accessibility, and optimising design processes.

Singapore Airlines leverages AI to tailor flight recommendations and promotions based on user preferences and behaviour, improving booking experiences and customer engagement. 

UI_UX Trends - Singapore Airlines AI Flight Recommender

Image source: Singapore Airlines AI flight recommender

NTUC FairPrice uses AI to enhance accessibility with text-to-speech tools and automatic image descriptions, making its e-commerce platform more inclusive for users with visual impairments and diverse language needs. 

Meanwhile, Grab applies AI for design optimisation by automating A/B testing and analysing user feedback to refine its app interface efficiently. AI is thus driving significant advancements in Singapore’s UI/UX landscape, offering brands new ways to engage users and stay competitive.

2. Personalisation

No, we’re not talking about adding someone’s name to a user interface or sending them birthday messages. Personalisation in 2024 will be all about using first and third-party data to tailor the user’s experience to their needs and interests. We’ll see a significant rise in using artificial intelligence (AI) and machine learning (ML) to create personalised experiences. 

A great example is Netflix’s ability to recommend content based on the user’s viewing history. No two Netflix accounts serve the same content, as the streaming service uses AI and ML to surface the most relevant titles for each user. 

UI_UX Trends - Netflix AI Recommendations

Netflix’s Personalised Recommendation

Amazon is another great example of personalisation, with its recommendations and AI-powered product discovery. Users don’t just see what’s on sale; they want to see the items they’re interested in based on their browsing and purchase history. According to a Salesforce survey report, 73% of customers expect (not wish) companies to understand their needs and preferences and deliver tailored experiences. 

UI_UX Trends - Amazon Personalised Recommendations

Image source: Amazon Personalise

With many customers vocal about their expectations and demands, personalisation has the power to increase customer loyalty. Twilio ran a different survey, where 49% of the respondents claimed they would become repeat buyers if offered personalised experiences.

As a UX/UI designer, you must strive to make the user’s experience as personable as possible.

So, how do you make sure your design is personal?

Not every website or mobile app will require personalisation, but when they do, here are a few tips to keep in mind:

  • Gather users’ data points to understand their preferences and interests.
  • Use AI/ML technologies to provide personalised experiences and recommendations. 
  • Test and iterate the design based on user feedback. 
  • Integrate personalisation tools into the UX/UI design.
  • Provide multiple options for users to customise their experience.
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You can use many great tools and technologies to ensure personalisation is a part of your UX/UI design. They include but are not limited to:

  • Google Optimize: Google Optimize is a freemium web analytics and testing service that helps you test different variations of your website design to find one that optimally meets the needs of your target audience. Its targeting feature also lets you segment your website visitors based on various criteria, including demographics, interests, behaviour, and device type.
  • Hyperise: Hyperise is one of the most sought-after personalisation tools on the market today. It allows you to customise websites, emails, and landing pages based on visitors’ data. The platform also has a powerful AI engine that helps you find the best website elements to match user preferences.
  • Personyze: Personyze offers various personalisation features and solutions, including behavioural targeting and automated segmentation, to personalise your website and serve your visitors precisely what they want. It also has powerful analytics tools to track user behaviour and preferences.

3. Focus on Accessibility

As people become more aware of accessibility issues, we’ll see more UX/UI designers prioritise them in their products. That requires that UX designers deeply understand the best practices for accessibility and how to design for a broad range of users, including those with disabilities.

Your first concern should be users who need help to use the mouse. It could be because the user is blind, visually or motor impaired, or prefers to use a keyboard to complete specific tasks, such as filling out a form.

In these cases, the user is likely using a keyboard, screen reader, or emulated keyboard. As a UX/UI designer, you want to ensure users can use your interface without a mouse.

Remember, keyboard operability is also a concern with mobile devices. It’s also common for users with disabilities to use external keyboards on their mobile devices, especially those who find touch gestures difficult.

Here’s what you want to do:

  • Ensure the user can operate every function with a keyboard without a specific timing for individual keystrokes.
  • Be sure to trap the keyboard function within a component.
  • Avoid keyboard shortcuts if you can. If you must implement them, you must ensure they don’t interfere with common browser shortcuts and screen readers. Also, provide the option to turn them off.
  • A change in focus shouldn’t trigger a change in content, viewport, or user agent.
  • Ensure all complex interactions conform to the practices recommended in the ARIA Authoring Practises document.

An excellent example of an accessible website is the official online platform of the Singaporean government—gov. sg. The Singapore Government’s portal includes various accessibility features, such as text-to-speech options, high-contrast modes, and keyboard navigation support, to ensure information is accessible to all citizens.

UI_UX Trends - Gov.sg Accessibility Features

Image source: Singapore Government Portal

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4. Scrolly-telling

Scrolly-telling will play a significant role in the UX/UI designs of 2024. One thing we can all agree on is that normal page scrolling is tedious. It could be more dynamic, regardless of how much animated or video content it has.

In comes scrolly-telling. As the name suggests, it is a design trend that tells a story vertically, requiring the user to scroll. It’s been around for a few years but only recently began gaining traction. Below is an example:

There’s no limit on how far you can go with this design trend. But the core idea is that it includes many full-width images and eye-catching graphics.

It may also feature advanced design elements like animations, GIFs, and parallax scrolling. This trend is typical of one-page designs but does not work with multi-page websites.

You can adjust the scrolling to display more specific user behaviours. For example, you can make a transition zoom a video in and out or change the size and shape of an image. Brands can leverage this trick to ensure a fluid or smooth display of their products. 

5. Digital Well-being

The COVID-19 pandemic changed a lot of things. It kept people in quarantine in their homes for a long time, and some became used to having things done to them in the comfort of their homes.

They developed a reliance on digital products, and even after things receded to normal, some things had morphed into a habit. As it turns out, the average person spends about 11 hours per day staring at a screen (whether on a smartphone, laptop, TV, or desktop).

That’s nearly half their time and even more when you deduct sleeping time. Sometimes, the on-screen time can go up to 19 hours per day. With these big numbers comes the risk of insomnia, depression, and many other things humans dread. That’s why we must heed the advice to focus on our well-being and screen time. It’s also a good idea to add tracking tools to a mobile app that helps users take control of their unhealthy habits.

One approach you can use is to push daily statistics to users when they exceed their screen time limit. We all know how difficult it is to break a habit, but this awareness can be a step in the right direction.

Android, particularly Google Pixel, take digital well-being seriously. The phone company has integrated apps that can monitor your digital well-being and remind you to take a break occasionally. 

UI_UX Trends - Android Digital Wellbeing Tools UI_UX Trends - Android Digital Wellbeing Bedtime Mode

6. VR/AR (Virtual Reality/Augmented Reality)

Over the past few years, Virtual Reality and Augmented Reality have become increasingly accessible to most businesses. They have become the go-to technologies for UX/UI designers who want to build awe-inspiring websites and applications.

Augmented Reality (AR) is real-life scenes augmented by sound, graphics, and other computer or app-generated inputs. It’s where reality meets the virtual world. When a computer simulates the real world, it becomes virtual reality. In other words, virtual reality is a computer simulation mimicking the real world.

The two are incredibly effective and can help businesses create a unique customer experience.

So, how can VR and AR be integrated into UX/UI designs?  

  • Through Virtual Showrooming: You can use AR/VR to bring your in-store experiences to your customers. It’s 2024, and customers are becoming apprehensive about spending too much time in public places, not when they can still enjoy the convenience of shopping in their homes.
    • You can save them the trip to your physical store by bringing the in-store experience to where they are. That way, they’ll be more motivated to try out the product after experiencing it in the virtual world.
    • An example is Mazda’s Virtual Showroom, which showcases its cars online. You can roam around the showroom, zoom in and out, and click or hover on the yellow and green bubbles or buttons to learn more about the car’s features. 
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UI_UX Trends - Mazda Virtual Showroom

Image source: Mazda Virtual Showroom

  • Use AR/VR to Enhance Personalisation and Customisation: Virtual experiences can also provide customised or personalised experiences for your customers.
    • For example, let’s say you’re in the business of selling cabinets. You can use virtual reality to give your customers an accurate glimpse of what the cabinet will look like in their homes. You can also do the same in custom housing and landscaping projects.
    • The more visualisations you provide to the end user of your product or service, the more likely they will move forward with the project or place an order.
  • Use the Technology to Add a Gaming Element to Your Site: One way to do this is to use AR/VR to showcase your product in all dimensions. Let them see how beautiful or minimalist the product is before they can invest their hard-earned money in it.
    • You can gamify the whole experience by allowing your customers to earn points or discounts for every gem they find. This strategy will not only win you customers but also likely trend quickly.
  • Use it to Educate Your Customers on How Your Products Work: You can also use AR and VR to educate your customers on how your product works. The idea is to create a virtual world where your customers can see what will happen to them when they try out your product.
    • Create an immersive experience to help them learn an important concept and use your product better. For example, you can have them try your makeup product on a virtual face. Let them apply the makeup and award them points whenever they do it right.
  • To Give Your Customers a Tour of Your Company or Store: You can also use AR and VR to take your customers on tour. Take your whole company online and let them see how you handle various aspects. It is beneficial when dealing with a safety product where the customer may be suspicious of the production process.
  • Encourage Virtual Try-ons: If your brand sells makeup, clothes, jewellery, and other accessories, you can use AR and VR to let your customers try on your products before they buy.  

People love trying new products, especially necklaces, watches, and sunglasses. It gives them the same sensation as shopping in a physical store.

The luxury brand Dior also used augmented reality to encourage buyers to purchase. Through its AR filter, potential buyers can virtually try on its products. The filter gives customers an immediate feel of how the Dior product will look on them. 

If done right, AR/VR rendering can be an excellent strategy for generating more sales, traffic, and engagement.

7. 3D Imagery

3D images are eye-catching and more compelling than their flat corporate illustrations counterparts. Designers are starting to pay more attention to photos by editing them and making them more colourful and dynamic.

To find a more exciting way to display images, they are turning to 3D objects, hence the trend. The style will continue to grow and evolve as the years go by.

8. Gradients

UI_UX Trends - Use of Gradients in Memory Work

website design banner

Image source: Memory Work

Gradients will again play a key role in storytelling and visualisation. Designers will become bolder, shifting to complex shapes and vibrant colours. The gradient trend gives creative designers more visual options, which they can use to evoke certain feelings in users’ hearts.

It’s common for brands to use soft gradients to influence the customer’s thinking and actions.

Vibrant colours work well with fitness, city styles, and fashion. If you plan to keep people uplifted and concentrated, like in e-learning or fitness, we suggest you use bright colours.

9. Dark Mode

Some of your product’s users will operate in a low-light environment, while others have poor vision. You can make their life easier by enabling a dark mode.

The idea is to create a toggle button that lets users switch between light and dark modes. 

Those who prefer dark mode can do so with a simple button toggle and vice versa.

An excellent example of this is The Straits Times mobile app. Since its users are readers, the Singaporean news outlet designed the app to allow users to browse content in dark mode. 

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UI_UX Trends - Dark Mode in The Straits Time Mobile App

10. Mobile-first Design

By creating a mobile-first design, you can make a seamless buying experience for your customers regardless of their device. Most of the customers you attract will view your website via a mobile device. For this, you want to build a website that prioritises mobile users. Everything must feel seamless for mobile users. After that, you can tweak it to accommodate desktop and laptop users.

StashAway is a Singaporean investment platform that aims to make investing easy. With a 4.3 rating on the Google Play Store, StashAway has a user-friendly interface, personalisation, and automation features. 

UI_UX Trends - StashAway Mobile App UI_UX Trends - StashAway Mobile App Reviews

As Singapore continues to evolve as a tech hub, UI/UX design in 2024 is marked by innovation and inclusivity. AI-driven personalisation, enhanced accessibility features, and the integration of AR/VR technologies are setting new standards for user engagement and interaction.

You, as a brand owner or a digital marketer, can leverage these advancements to create more tailored and immersive experiences, ensuring your digital platforms are intuitive and accessible. 

Frequently Asked Questions

What are the key UI/UX trends in Singapore for 2024?

Key trends include AI-driven personalisation, enhanced accessibility features, conversational interfaces (such as chatbots), predictive analytics for user behaviour, and the integration of AR/VR technologies. Brands focus on creating more tailored, inclusive, and immersive digital experiences.

How is AI being used to improve UI/UX design in Singapore?

AI enhances UI/UX design by personalising user experiences through data analysis, automating design processes like A/B testing, improving accessibility with tools like text-to-speech and automatic image descriptions, and optimising user interfaces based on real-time feedback.

What role does accessibility play in UI/UX design trends in Singapore?

Accessibility is a significant focus, with brands implementing AI-driven features to make digital platforms more inclusive. It includes tools for users with disabilities, such as voice commands, text-to-speech, and multi-language support, ensuring that all users can engage with digital content effectively.

How do emerging technologies like AR and VR influence Singapore’s UI/UX design?

AR and VR are integrated into UI/UX design to create more immersive and interactive experiences. Brands are exploring how these technologies can enhance user engagement and provide innovative ways for users to interact with digital content.

What are the ethical considerations for AI in UI/UX design?

Ethical considerations include ensuring transparency in AI algorithms, addressing potential biases, and protecting user data privacy. Brands must be mindful of these issues to build trust and responsibly use AI in their design processes.

About the Author

tom koh seo expert singapore

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.

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