Welcome back, my caffeinated-creatives!
For years, the UX world was trapped in an aesthetic purgatory—a land of sterile minimalism, muted colors, and typography so neutral it looked like it had signed an NDA. Websites and apps all started blending together in a sea of soft grays, safe sans-serifs, and buttons that looked like they were afraid to be clicked.
But something’s changed. Personality is making a comeback. And frankly? It’s about time.
Brands are finally breaking out of the clean, corporate mold and injecting some actual life into their user experiences. Bold colors, playful animations, conversational microcopy—it’s all back, baby. UX is fun again, and I’m here for it.
So, let’s talk about why this shift is happening, why it matters, and how brands (including my own) are using personality to create experiences that feel less like robots and more like, well… actual humans.
The Sterile Minimalism Era: How UX Lost Its Personality
There was a time when digital design felt exciting, experimental, and a little chaotic. The early days of the internet were full of weird layouts, questionable fonts, and animations that would make any modern UX designer cry themselves to sleep.
Then came the great design cleanse.
Minimalism took over, and suddenly, every website had the same clean lines, safe typography, and predictable layouts. The goal was usability—and it worked. But somewhere along the way, we forgot that usability doesn’t have to mean boring.
So, how did we get here?
The Tech Giants Set the Tone
If you’ve ever wondered why the internet suddenly started looking like it was designed by the same five people, you can thank (or blame) Apple, Google, and Airbnb.
These companies didn’t just influence digital design; they rewrote the rulebook. Apple’s relentless pursuit of sleek, minimal interfaces, Google’s commitment to usability and efficiency, and Airbnb’s obsession with clean layouts and crisp typography created a new design standard that others scrambled to follow.
At first, it made sense. Simplicity was the goal. Digital experiences needed to be streamlined, intuitive, and accessible to as many users as possible. Apple’s iOS championed flat design—ditching realistic, texture-heavy elements for a cleaner, more modern aesthetic. Google Material Design introduced a structured, predictable framework that made digital interactions feel more natural. Airbnb’s success with soft, spacious layouts and human-centric storytelling became a model for countless brands trying to inject sophistication into their online presence.
And it worked—for a while.
The problem? Everyone followed suit.
Before long, every new website, app, and SaaS platform started looking eerily similar. Neutral colors. Simple sans-serif fonts. Generous white space. Cards. Subtle shadows. Websites that felt more like templates than unique brand expressions.
Instead of pushing for originality, brands played it safe—because when the biggest players in the industry dictated a particular aesthetic, it was easy to assume that deviating from it was a risk.
And so, we ended up with an internet full of interfaces that were clean, yes—but also eerily devoid of personality. The kind of design that looks great in a pitch deck but feels indistinguishable in actual use.
Luckily, that era is finally coming to an end. Brands are realizing that standing out matters—and that personality, storytelling, and brand identity need to be baked into the user experience, not stripped away for the sake of minimalism.
The Rise of Design Systems
Let’s be clear—I love a good design system. There’s something deeply satisfying about a well-organized Figma file, neatly labeled components, and the pure joy of never having to argue over button padding ever again. Design systems were supposed to save us from chaos. They were meant to streamline workflows, improve collaboration, and create more cohesive user experiences.
And they did. But they also sucked the soul out of digital design.
Somewhere along the way, design systems became law, not a guide. Instead of being used as a foundation to build unique experiences, they turned into paint-by-numbers kits where every brand ended up using the same UI components, the same spacing, and the same shade of “trustworthy corporate blue.”
Then something weird happened:
- Every website started looking eerily similar. You could swap out logos between five different SaaS products, and no one would notice.
- Personality and uniqueness took a backseat to consistency and efficiency. Which is great for usability… but not great for creating a memorable brand.
- Brands prioritized usability so much that they forgot to differentiate themselves. At some point, “intuitive” turned into “indistinguishable.”
Instead of embracing design systems as a starting point, companies started treating them like the entire creative process. The result? A perfectly structured, well-functioning, completely forgettable experience. It’s like getting a coffee from one of those high-tech vending machines—sure, it does the job, but where’s the craft, the personality, the human touch?
The irony is that design systems were created to bring order to the chaos of inconsistent branding, but in doing so, they led to an entirely different kind of problem: a world where digital design feels so standardized that nothing stands out.
So maybe it’s time to bend the rules a little. Use the system, sure—but break from the template when it makes sense. Because the best brands aren’t the ones that follow the formula perfectly—they’re the ones that know when to ditch it altogether.
The Return of Personality in UX
Luckily, brands are waking up to the fact that blending in is the worst thing you can do. In a digital landscape overflowing with choices, personality is one of the strongest differentiators.
Now, we’re seeing a shift toward experiences that feel more human, more engaging, and more fun. Here’s how brands are bringing personality back to UX.
1. Microcopy That Feels Like a Conversation
A decade ago, most error messages and loading screens read like they were written by a 1998 IT handbook:
“Error 404. Page not found. Please contact your administrator.”
Today? Brands are using these moments to create connections with their users. Instead of robotic system messages, we’re seeing conversational, witty, and engaging microcopy that turns friction into a positive experience.
Take Slack, for example. Instead of a standard loading message, they inject personality into the experience with lines like:
- “Rubbing some sticks together…”
- “Compiling witty retorts…”
- “Reticulating splines… (whatever that means)”
Why does this matter? Because small moments shape perception. A well-placed joke, a friendly message, or a clever error screen doesn’t just make the product more enjoyable—it builds brand loyalty.
2. A Bold Return to Color and Typography
For years, brands played it safe with neutral color palettes and ultra-simplified typefaces. That era is coming to an end. Now, we’re seeing a resurgence of bold, expressive visuals that make interfaces actually feel alive.
Brands like Duolingo, Mailchimp, and Notion have fully embraced this movement.
- Duolingo’s iconic green owl and playful animations make learning feel less intimidating.
- Mailchimp’s quirky hand-drawn illustrations and warm tones give the brand a distinct, approachable feel.
- Notion’s soft UI and subtle yet delightful interactions make productivity feel welcoming.
The takeaway? A strong visual identity creates an emotional connection. People remember brands that make them feel something.
3. Motion and Animation That Enhances Usability
Animation in UX used to be an afterthought. Either it was completely absent, or it was so overdone that using a website felt like watching a bad PowerPoint presentation.
Now, designers are using motion intentionally to:
- Provide feedback (like buttons that subtly “squish” when pressed).
- Guide the user’s focus (smooth scrolling effects, animated transitions).
- Add delight (a playful hover effect, a loading animation that makes you smile).
When done right, animation makes interfaces feel intuitive and responsive—not just visually appealing.
How I Use Personality in My Own Brand
I couldn’t talk about personality in UX without mentioning this blog, Fresh Brewed UX—because let’s be real, my entire brand is built around personality. And coffee. A lot of coffee.
Instead of branding myself as just another “experienced UX designer with a strong background in digital strategy” (which, let’s be honest, sounds like it was generated by LinkedIn itself), I wanted something personal, unique, and actually fun—so I leaned into one of my greatest loves: coffee.
Because Let’s Be Honest, UX and Coffee Have a Lot in Common
- Both require patience. You can’t rush a great user experience, just like you can’t rush a perfect pour-over (trust me, I’ve tried).
- Both are about balance. Too much complexity? Users get overwhelmed. Too little? They disengage. Same goes for coffee—there’s a fine line between rich and flavorful and burnt and undrinkable.
- Both can make or break your day. A bad UX experience can leave users frustrated enough to rage quit. A bad cup of coffee? Same energy.
But my coffee obsession isn’t just a cute branding choice—it’s who I am. I was born and raised in Washington State, the home of Starbucks, where coffee culture runs deep. I grew up surrounded by indie coffee shops, rainy mornings fueled by espresso, and an unspoken understanding that knowing your barista’s name was just as important as knowing your neighbors. Coffee is part of my DNA, and naturally, it seeped into my work.
So, I infused my personal brand with that same bold, conversational, and caffeine-fueled personality.
My blog? Fresh Brewed UX—because great ideas (and great UX) “take time to percolate”.
My LinkedIn bio tagline? Coffee-Dependent Problem Solver—because at this point, I run on equal parts UX strategy and espresso.
My personal branding? Warm, conversational, and designed to make UX feel approachable. I don’t want people to feel like they’re reading a dry, academic textbook on usability—I want them to feel like they’re chatting with a fellow designer over a strong cup of coffee, swapping insights, and laughing at the absurdity of stakeholder feedback.
By tying my brand to something relatable and unmistakably me, I make my work more memorable, more engaging, and most importantly—more human. Because at the end of the day, good UX isn’t just about design—it’s about connection. And let’s be honest, some of the best ideas happen over a cup of coffee.
The Caffeine Kick
We’ve talked about why UX is finally getting fun again—but does personality in design actually make a measurable impact? The short answer: absolutely.
For years, brands played it safe, assuming that neutral, corporate, and “professional” was the only way to gain user trust. But research shows that users don’t just tolerate personality in UX—they actively engage with it.
Consistency + Personality = Higher Engagement
A study found that maintaining a strong, cohesive brand personality across platforms can increase revenue by up to 23%. (Source)
This means that personality isn’t just about standing out—it’s about building familiarity and trust. When users recognize a brand’s voice and visual identity across touchpoints, they feel more connected, which leads to higher engagement, retention, and ultimately, conversions.
Microcopy: Small Words, Big Impact
We all know that a well-placed joke or friendly message can make an interface feel more human. But can it actually affect user behavior? Turns out, websites that use playful, engaging microcopy see reduced bounce rates and improved user satisfaction.
Studies show that well-crafted microcopy plays a crucial role in guiding users, decreasing frustration, and improving overall UX. (Source)
This means that personality isn’t just about branding—it’s a functional tool that improves usability. The right tone, the right message, at the right moment? That’s what keeps users from leaving your site faster than a bad WiFi connection.
UX That Feels Human = User Trust & Loyalty
A whopping 88% of consumers say they’re more likely to stay loyal to a brand that feels authentic and human. (Source)
Loyalty isn’t just about great products—it’s about the experience surrounding them. When brands embrace conversational UX, humor, and personality, they build deeper relationships with users that keep them coming back.
Final Thoughts: Let’s Make UX Fun Again
For too long, UX has played it safe. But we’re past the era of sterile design.
Users crave experiences that feel human, brands that make them smile, and interfaces that spark connection. By embracing personality, we can create digital experiences that aren’t just functional—but actually enjoyable.
What’s a brand that you think absolutely nails personality in UX? Or one that could use… a little more life? Let’s refill our mugs and have a discussion in the comments!
freshbrewedux.com 
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