Full day training course offered at Usability Week London

Emerging Patterns for Web Design

Innovative trends that impact the user experience

Learn about new design patterns, UI trends, and the impact they have on the total user experience. Get evidence-based insights to help you decide which practices will work best for your site and how to apply them effectively. This course will look at patterns emerging from a broad range of websites and industries.

"I found myself looking back and evaluating design decisions more critically and informed. I can already tell there are several things we will refine and new ideas we will adopt."

Katherine Joplin, Associate Web Designer
Blizzard Entertainment

Please note: We update this seminar continually as new trends develop. The following list gives you an idea of the areas covered, but specific topics may change.

Topics covered

  • How designing for tablet and mobile is affecting desktop design
  • Effectiveness of mobile navigation patterns on the desktop
  • Clutter-free design: Retaining clarity while eliminating distraction
  • Flat design: Simplifying visual elements while retaining clarity
  • Large hero spaces: Using imagery for identity and brand
  • Infinite scrolling: Designing for the continuous consumption of content
  • Single page sites: Answer users' questions in a single page
  • Long pages: How much scrolling is too much
  • Fixed headers and sticky elements: What should stay in place as the user scrolls
  • Parallax scrolling: Using this animation technique to present a product or tell a story
  • Infographics: Using visual displays of data to convey meaning
  • Animation and parallax scrolling: Movement on the page
  • Videos: User behaviors and effective use of audio-visual content
  • Large product images: Helping visitors browse and quickly compare items
  • Modal dialogs: Overlays and prompts
  • Product and feature tours: Educating users about products
  • Masonry layout: Grid formats for galleries
  • Gamification: Using game mechanics to engage and reward visitors
  • Smart devices, networked objects: Looking ahead toward the ever-expanding Internet of Things
  • The relationship between originality and usability
  • How to evaluate an emerging trend to see if it is worth following or adopting

The seminar does not discuss the coding techniques used to create these designs.


The basis of the course is a lecture format with a couple of group exercises to reinforce the learned principles and guidelines.

The course also includes:

  • Findings from our own usability studies
  • Videos from usability testing of people's behavior in response to a design
  • Screenshots of designs that work and don’t work, and why
  • Opportunities to ask questions and get answers


Katie Sherwin

Katie Sherwin is a User Experience Specialist with Nielsen Norman Group. She specializes in helping organizations utilize principles of user-centered design and strategic communication to achieve their goals. Read more about Katie