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To kick off our interview, we asked Gemma about the UX/UI design trends shaping the digital marketing landscape for brands and businesses in 2025.
She explained that in the realm of UX/UI design, AI of course continues to enhance user experience. Design trends are also increasingly aimed at better supporting users with innovative tools and equipment to continuously improve their interactions with products.
One of these standout trends is proactive design. This exciting concept involves preemptively designing user experiences to anticipate user needs before they even arise. By leveraging AI, businesses can enhance user journeys, presenting relevant information and options without requiring users to search for them.
Wanting to expand on this discussion, we followed up with another question about how the integration of AI and machine learning will transform the way that brands approach UX and UI in digital marketing campaigns.
Gemma’s already seen notable integration in software such as Adobe and Figma. AI has allowed her team to automate or speed up manual tasks involved in the creative process, but she notes that a human touch will always be needed.
“What role do you see augmented reality and virtual reality playing in enhancing user experience for brands and businesses this year?”
Gemma explained that people continually seek out immersive experiences with brands, especially in the retail space. Brands that adapt to these new technologies give themselves more layers to their brand, allowing for more touch points and engagement opportunities.
We then wanted to pick Gemma’s brain about consumer expectations in 2025 and what new UX/UI practices will be crucial for brands to adopt.
Gemma emphasised the importance of understanding the user in question. It shapes the entire user experience and project flow. It’s about understanding what people want and need. Their pain points. Behavioural psychology is everything in this space - which isn’t exactly surprising given that Together is rooted in all things behavioural science!
Our next question for Gemma is “With an increasing focus on inclusivity and accessibility, what advancements or best practices do you predict will become essential in UX/UI design for digital marketing?”
This is something Gemma’s particularly passionate about. Inclusivity and accessibility are key, and it’s easily achievable in the digital space. Given how much control we have over how we present things, it should always be front of mind to be as inclusive and accessible as possible.
Lastly, we finished off our interview with Gemma about her thoughts on AI replacing creative team members. While AI has certainly come a long way, Gemma believes that people are best. While AI certainly compliments the overall creative process, it’s not quite there yet in terms of replacing valuable team members.
Gemma’s insights have provided us with a fascinating glimpse into the future of UX/UI design within the digital marketing landscape. From the transformative power of AI and proactive design to the importance of accessibility and inclusivity in the way brands present information, we can’t wait to see the projects Gemma works on in 2025. Watch this space to see it all unfold in real-time!
