8 Inspiring Brands with Exceptional UX & Digital Design

User experience (UX) design is essential for building memorable brand experiences that engage customers and foster loyalty.

Exceptional UX not only improves customer satisfaction but also increases customer retention and creates a lasting impression.

This blog showcases brands that have pushed boundaries with innovative UX and digital design, offering inspiration and insight for designers.

How Gamification in UX drives engagement

When designed thoughtfully, gamification can turn everyday interactions into enjoyable experiences that drive long-term engagement.

This strategy adds elements like rewards, progress tracking, and achievements that make users want to return, building loyalty over time.

Brands like Duolingo and Nike have harnessed the power of gamification, using it to transform their platforms into engaging, rewarding environments.

By creating competitive, game-like experiences, they encourage users to engage more consistently and meaningfully with their content.

1. Duolingo

Duolingo, the popular language-learning app, is one of the best examples of effective gamification in UX.

With features like streaks, achievements, and interactive rewards, Duolingo’s interface feels more like a game than a learning platform.

The app’s gamified design makes language learning enjoyable, reducing the friction that can come with educational content. It helps users invest in playing the game, rather than the attending the class.

Let's face it, it is easier to dedicate ourselves to something that is fun in order to learn almost anything.

Gamification can transform educational experiences by making them more enjoyable and competitive, which drives both user engagement and user retention.

2. Nike Training Club

Nike’s training app, Nike Training Club, uses gamification to keep users motivated and engaged.

The app features achievements, personalised recommendations, and interactive progress tracking that transform workout routines into rewarding experiences.

Users can challenge themselves and work toward various fitness goals, which is especially effective for retention.

Incorporating gamified elements can help brands turn functional tools into interactive experiences that inspire daily use.

User retention rates for brands using gamification in their mobile apps have improved by 22% on average.

Locatalytics

Making Digital Experiences User-Centric with Personalisation

Personalisation in UX has become essential for creating engaging, customer-focused platforms.

Modern consumers expect brands to recognise their preferences and adapt content to fit their needs.

This is where brands will face challenges to innovate the user experience, providing a user journey that is neatly tailored to their users' interests, habits, and individual needs.

Spotify and Asana both showcase the power of personalisation in UX, using data-driven insights to deliver unique, memorable experiences for each user.

Through features like customisable automations, tailored playlists, and flexible user interfaces, personalisation not only makes platforms feel relevant but also encourages and nurtures the connection between brand and user.

3. Spotify

Spotify is renowned for its powerful personalisation capabilities.

They have a personalisation design team that is tasked with designing content experiences that connect listeners to creators.

Through features like Discover Weekly playlists and its impressive personalised-AI DJ, Spotify’s UX focuses on empowering each user with a tailored experience.

The brand leverages algorithms and user data to suggest music that aligns with listeners’ unique tastes.

Personalisation in UX fosters customer engagement by creating relevant, meaningful interactions that resonate with users.

Findings from a survey commissioned by Wrike, in which 1,000 respondents were surveyed, found that one of the three main drivers of workplace happiness was a personalised workspace, both physically and digitally in your project management software.

Wrike x Atomik Research

4. Asana

Asana’s task management platform exemplifies how personalisation can make a digital tool user-centric.

Its options for colour-coding, project organisation, and progress visualisation enables users to tailor the app to fit their unique workflows.

The customisable features create a seamless experience for teams and individuals, making the platform both functional and engaging.

Providing users with customisable options enables brands to meet diverse needs creates a more inclusive and flexible platform.

Champions of Accessibility & Inclusive Design

Accessible and inclusive design ensures that everyone, regardless of ability, can fully interact with a platform.

As the digital landscape evolves, accessibility is increasingly important, both ethically and legally, for reaching wider audiences.

Brands like Airbnb and the BBC are leading the charge by integrating accessibility features, such as screen reader compatibility and customisable colour contrast, into their UX.

This commitment to inclusivity not only broadens their user base but also establishes them as socially responsible, forward-thinking brands.

5. Airbnb

Airbnb is a leader in accessible and inclusive design, making its platform available to users of all abilities.

Airbnb incorporates features such as text resizing, colour contrast options, and screen reader compatibility, ensuring that its design is user-friendly for everyone.

The company’s commitment to accessibility isn’t just a noble cause, it’s good for business.

Brands that prioritise accessibility will see them reach a broader audience, build brand trust, and create a seamless experience for all users. It acknowledges their needs and values their participation in the online community - after all, we all need a holiday.

6. BBC

The BBC’s website and digital platforms reflect its dedication to inclusive design.

In our latest white paper, 'Rethinking Accessibility', we celebrated the fact that from the start of the user journey within the BBC's website, the keyboard navigation brings up an accessibility help page. A flexible range of additional content and support is provided to help users who may require accessible support.

Features like text resizing and colour contrast options cater to a wide range of users, including those with visual impairments.

The BBC also offers support for screen readers, making content accessible to those with auditory or visual impairments.

Digital accessibility encapsulates everything that you need to consider in terms of UX behaviours, understanding, experiences and functionality.

Accessible design promotes inclusivity, expands a brand’s reach, and establishes a positive user experience for people of all abilities.

Start designing for inclusivity.

Rethink accessibility with our insights, practical guidance and strategies to deliver an inclusive experience to all users in our new whitepaper.

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Brands taking innovative approaches with UX

Incorporating creativity into UX design can make routine digital tasks more enjoyable, memorable, and brand-specific.

While some brands emphasise clean functionality, others use creativity to differentiate themselves, bringing a unique touch to their user interfaces.

Companies like Mailchimp and Revolut excel in this area, adding a dose of personality and user-driven customisation to their platforms.

This approach makes interacting with their products feel less like a task and more like an experience, helping these brands stand out in a crowded market.

7. Mailchimp

Mailchimp’s user experience design stands out for its unique blend of professionalism and playfulness.

The platform uses creative, humorous copy and interactive elements, like animations and customisable templates, that make creating and managing campaigns enjoyable.

The brand’s engaging UX has contributed to its popularity, making it the leading choice for small businesses looking to improve their email marketing.

A creative UX approach can make routine tasks enjoyable and memorable, giving brands a competitive edge in crowded markets.

8. Revolut

Revolut, a digital banking app, has transformed the typically utilitarian world of banking with a user-focused, customisable design.

Users can personalise their app experience by switching out themes, icons, and homepage layouts to fit their style.

This flexibility, combined with Revolut’s financial features, allows users to feel in control of their experience.

Personalisation has led to higher engagement rates among Revolut users, as people appreciate the freedom to create a tailored digital environment.

Allowing users to customise their app experience can enhance satisfaction and drive long-term engagement, especially in industries where personalisation isn’t the norm.

Lessons from Leading UX Innovators

Each of these brands demonstrates how powerful UX design can be when tailored to users’ needs and preferences.

Here are the key takeaways for creating exceptional digital experiences:

Incorporate Gamification: Adding competitive or reward-based features, as seen with Duolingo and Nike, can make experiences more engaging.
Embrace Personalisation: Tailoring the experience to each user, as Spotify and Asana have done, enhances relevance and boosts engagement.
Prioritise Accessibility: Creating an inclusive design, like Airbnb and BBC, expands your audience and ensures usability for everyone.
Leverage Creativity: A unique UX approach, as shown by Mailchimp and Revolut, makes routine tasks enjoyable and helps brands stand out.

These brands exemplify the power of thoughtful UX design, with each leveraging gamification, personalisation, accessibility, or creativity to shape remarkable digital experiences.

By adopting similar strategies, you can improve your brand's user experience and drive deeper customer engagement.

8 inspiring brands leading the way in Digital Design