The main goal of personalized design is to make the user feel that the content is created especially for them and in this manner increase the conversion rate which is what all the commercial website owners strive for.
Many users find it intimidating that the site knows specific information about them, so the personalization also requires better security and improved UX writing to convince a user to provide their personal information, etc.

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Here is a general list of new 2021 UX/UI design trends

2021 UX/UI Design Trends

https://uxplanet.org/2021-ui-ux-design-trends-and-how-to-make-them-work-for-you-49d8a04fb09b

2021 Trends: Advanced Personalization

Voice interactions are one of the major UI/UX trends of the years to come. Adding a voice-user interface to your design can expand its reach.
Voice search is different from the usual one. Sometimes users can’t formulate clearly enough what they are searching for. Nuances of language, loss of context retention with incomplete tasks, speech impairments, inability to understand at a glance what a voice interface is at all capable of — all this affects the VUI design.

2021 Trends: Touchless Interaction

Combining a minimalistic interface with bold and interesting-looking elements, you can both attract users and keep things clear and informative. Any motion effect can tell a brand story much better than a static image or plain text. 
Animation in design should be purposeful and meaningful, i.e. not only eye-pleasing but problem-solving.

2021 Trends: Motion Design

Although the reign of smooth and cool gradients and flat objects is in full swing, one of the trends that try to break into this sameness is the tendency to add some real-life with its uneven textures. 
While this physicality is great for conveying the feel of physical objects, it’s important for a designer to not overdo it to the point where it would distract a user from the main goal — making a purchase.

2021 Trends: Physicality and Realistic textures

The main idea is that designers can make this incompleteness look professional and create a unique appeal with the help of familiar elements, differently arranged and presented. This can be done trough
- Unorthodox layouts
- Unorthodox Scroll
-  Color Combinations
- Typography

2021 Trends: Uniqueness over perfection

There is also a trend that involves especially complex work with layouts and animation. An abstract representation of products and processes is a perfect solution for the tech- and production-oriented websites that can’t afford to lose visitors who get bored. 
To the point when this trend makes designers violate the very idea of accessible and clear delivery of information in the pursuit of pleasing you with jaw-dropping visuals. Find the golden mean where you can simultaneously astonish and bring value.

2021 Trends: Super Tech Landing Pages

3D is also still popular in illustrations, as well as 2Ds with unusual angles, experiments with proportions, surreal plots, vivid or, by contrast, vintage-muted colors. If before minimalism ruled in illustrations also, now the grotesque style is very popular, based on quirkiness and a combination of the real and the unreal.
At the same time, this style of illustration is not suitable everywhere. If you know that your audience would rather be put off by such experiments instead of becoming attracted, it might be better to choose something more safe and save your rad ideas for other places and purposes.

2021 Trends: Unusual Illustrations

The designer’s task is to cut down the elements and fields that need filling out to the minimum. The same applies to the number of steps a user has to take to reach the desired result.
Take into account the niche in which the business operates and your target audience. Test your ideas first. Even when the general concept is correct, you can still find many minor flaws just by listening to your test audience, especially users with little experience.

2021 Trends: Further UX Simplification

Super apps combine many services and try to solve any problem a user has. An application like this can combine such functions as a social network, messenger, game, dating, marketplace, money transferring, currency exchange, insurance, food delivery, taxi, hotel booking, and much more.
Many people don’t find it useful when there are too many functions in their apps. It becomes tricky and irritating to get through the mass of services to quickly find what you need at the moment.

2021 Trends: Super Apps

Modern onboardings are making the list of the most important mobile app screens going beyond the mere explanation of the interface elements to presenting the product itself.
Many people think that onboardings are inherently a sign of a bad design. That is, if you have to explain something, then you didn’t do a good enough job designing it. On the other hand, if users don’t understand your app, they’re not going to use it. An effective onboarding makes sure that visitors get the right idea about what an app can do and impresses users from the get-go.

2021 Trends: Advanced Onboardings

It remains to highlight a UI/UX design trend that will never go out of fashion — critical thinking and design relevance. That is, if something is a trend in design, then it has the right to live, its own logic and development perspective. Design is a means, not an end. There must be something else behind it. Design is a visual language with which you communicate a product’s value. When you know the language, you want to create something worthwhile with it. The same is with design.

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