In Defense of Homogeneous Design
The whole homogeneity of design debate is cropping up again. That's cool. We're all special flowers in our own way. But I'd like to share a few thoughts on product design as I see it.
First off, I'm a very visual person. I love creating unique and distinct visual experiences and have enjoyed doing so throughout my career.
But…
In digital product design, industry-wide established paradigms are a good thing. I assume most of us already know this, but it's worth repeating. Users develop expectations based on patterns they see everywhere: pull to refresh, swipe to dismiss, navigation structures, even underlined links. These aren't just stylistic choices; they're part of a shared design language that users instinctively understand. This benefits everyone. We're collectively teaching users how to interact with digital products. In a way, we're all in this together. Yay!
Sure, this might mean your app resembles another app. But that's okay. Jackets all look similar too, but I still know where my pockets are.
It's funny: I don't hear anyone complaining about the homogeneity of, say, a book's table of contents or an ATM interface. No one complains because they work and have worked for a long time. Why reinvent them? On the other hand, every TV manufacturer seems to think they need to be unique, resulting in completely random remote control and interface designs. Needless to say, nobody enjoys relearning how to use their TV. Amirite?
Digital product design isn't about abstract visual expression. It's a conversation framework between humans and computers. The components and interactions we design are part of a global language. Just like you wouldn't want to have a conversation that constantly shifts between different languages, you wouldn't want unnecessary fragmentation in the way you interact with digital products.
Building digital products requires letting go of ego. Sure, designing a slick, visually distinct homepage is important, but that's not my primary goal. My first goal is to ensure that people understand and enjoy using the product. Making it visually different from the competition is important for branding, but not at the expense of usability. A bad user experience is often far more damaging to a brand than looking similar to other products. Remember Ello? Exactly.
I see a lot of complaints about Dribbble. Look, I get it, it has its issues. But blaming it for design homogeneity completely misses the point. For example, the widespread use of blue in product design isn't Dribbble's fault; it's a result of practical design considerations. As product designers, we have to think about accessibility, clear primary action colors, link visibility, error states, confirmation states, and more. There's a reason so many digital products use blue; it's the same reason black dominates fashion. It just works. If you don't believe me, try building a robust product style guide using bright yellow as the primary action color. I dare you.
Now, I'm not saying we should all just use Bootstrap and call it a day. God, no. Character is incredibly important in product design, but it doesn't only come from visuals. In fact, much of a product's identity comes from microinteractions, copy, and nuance. Maybe a sign-up screen shouldn't be visually adventurous, but that doesn't mean it can't have personality through playful CTA copy, engaging animations, or thoughtful error states.
Knowing when to break from established patterns is part of the art of product design. It's a secret weapon that should be used sparingly and intentionally. Use it too often, and people lose trust because the product feels confusing or gimmicky. Never use it, and people lose trust because the experience feels generic or neglected. Striking the right balance takes time and experience.
It's easy to blame product designers for not seeking "better answers" (i.e., new design approaches or fresh perspectives), but that argument feels naïve. If I know certain patterns work and make users happy, why risk their experience? Do you really want your bank's app to feel like a new experience, or do you just want to quickly check your balance and transfer money?
80% of the time, the wow factor in a product comes from getting users to their goal as quickly and smoothly as possible. Sure, inject character into the remaining 20% and make them smile along the way. But don't let your unique design choices become an obstacle. (I'm throwing out numbers here; this isn't backed by science, but you get the point.)
Of course, I'm not saying never experiment. Nothing in life, or product design, is black and white. But if you do experiment, do it gradually and responsibly. Make sure it serves your users, not just the Designer News Bros™. You might come up with an innovative interaction that improves existing paradigms: a new metaphor here, a new layout there. But these things don't happen overnight. Unlike graphic design or content-driven web design, product design isn't just about infinite aesthetic possibilities.
So, for now, swallow your pride and embrace a little homogeneity, for the sake of your users and your business. We talk a lot about empathy as designers. Maybe this is where it's needed most: by exercising restraint.