Honey, I shrunk my computer


As the tech industry continues to aggregate everything into one giant ad-supported feed, apps are becoming much less compartmentalised. The latest iterations of popular mobile OSs save the user from having to dive-down into apps by using notifications that bring important information to the fore.

Intercom.io expands on this trend in ‘The end of apps as we know them.’ We can already see examples of this in the design languages used by Twitter and Google Now, which rely on interactive ‘cards’ of discrete information that can embed important content. In contrast, Apple’s Watch UI remains dependant on a honeycomb of app icons, representing individual functions as discrete apps.

As screens become ever-more disparate in size, ranging from the very small to the very big, the scalability of user interfaces is becoming increasingly important.Microsoft has loudly declared that Windows 10 will scale from their newly announced Band wearable to the largest cinema-quality displays.

The shrinking real-estate on displays mean there will be increasingly less space available for brands to create ownable experiences, in the ways we’re used to. Logos will turn into app icons, and all other page elements might be stripped away. Smart brands will leverage a strong identity system, from tone of voice and gesture to sonic cues and beyond, to create ownable digital experiences.