Web Design in the Age of Machine Learning: Automating Tasks and Personalizing Content

It is not a secret that combining web design with machine learning has opened up many new options. This article will discuss how machine learning is added to web design and what tools and trends can be utilized. 

Machine learning, which is part of artificial intelligence, has made a significant impact on web design. It helps do repetitive tasks automatically and adjusts content to fit each person, making websites better for everyone.

Understanding how machine learning works is critical to seeing how it changes web design. Machine learning makes websites work better for users by using patterns in data.

So, let’s move forward and understand the role of machine learning in modern web design in detail.

The Role of Machine Learning in Web Design

Machine learning
  • What is machine learning?

Machine learning happens when a computer uses data and results to make a program that can be used in regular programming. Traditional programming is when a computer uses data and a program to make an outcome.

Even though machine learning is a part of artificial intelligence, they are not the same. In machine learning, machines learn to improve at tasks without exact programming, while artificial intelligence aims to make machines think and decide things like humans.

  • How does machine learning improve web design?

Machine learning helps web developers make websites better for users by customizing them using visitors’ information and actions. For instance, machine learning models can suggest items or content that fit users’ past actions and likes. Many streaming services already use this. That cool song you found in your “recommended” list? Machine learning likely put it there.

  • Examples of Machine Learning Applications in Web Development

The first example concerns content generation and improvement. Machine learning helps improve content by suggesting ways to enhance SEO, checking how users engage, and making short summaries.

Web Design in the Age of ML

The second example is about customizing QR codes. With innovative computer methods, websites can create a QR code for a URL. It will change based on how users act, where they are, or what they like. This makes QR codes more personal and helps track users’ actions.

The last thing machine learning can be helpful for is predicting how users act. Websites use special computer programs called machine learning models to guess or estimate how users might behave. For example, they might suppose what users will buy or click on next.

Automating Tasks in Web Design Using Machine Learning

Machine learning makes designing websites easier by doing repetitive jobs, letting designers use their time better. It can suggest colors, fonts, and layouts based on users’ liking and current design trends. This helps designers start quickly and build from there.

Machine learning helps with coding and making websites, too. It looks at existing code, learns from it, and suggests or even creates parts of new code. This helps coders write better code and find mistakes faster, improving the final website.

  • Popular tools and practices

There are tools and tech that use machine learning for automating tasks. Some have AI helpers for design or code that work with popular coding programs. TensorFlow and PyTorch are frameworks for making custom machine-learning tools for web design jobs. Another use is chat APIs for faster responses and enhanced customer service. Several chats use machine learning for intelligent features like natural language processing (NLP) to understand and respond to user messages. There are many chat APIs, that can be helpful for a web designer. Among them are Twilio, Sendbird, and a great Sendbird alternative Sceyt.

Personalizing Content with Machine Learning

Making content personal is essential for web design. It helps websites connect better with users. Machine learning is a big help in doing this.

  • Importance of Personalization in Web Design:

Personalizing content matters a lot in web design. When websites show things that users like or are interested in, it keeps them engaged and interested in coming back.

  • How Machine Learning Enables Content Personalization

Machine learning helps in making content personal. It looks at what users do on a website, like what they click on or read, and then suggests similar things. This makes the website more tailored to each user’s preferences.

  • Implementing Personalization Algorithms in Web Design:

Special computer programs (algorithms) are used to make websites personalized. These programs analyze user behavior and suggest content that users might like. Web designers use these algorithms to make the website more exciting and appealing.

  • Tools for Personalization in Web Design

Various tools that use machine learning to personalize content and aid in web design are available. Tools like Canva provide easy-to-use interfaces for creating personalized graphics, allowing designers to tailor visual content based on user preferences and trends. Other machine learning-powered platforms, such as Adobe Sensei or Figma, offer features that analyze user data to suggest design elements, layouts, and styles that resonate with the target audience. Many Canva alternatives are there to help any web designer personalize their website’s visual content.


In the world of web design, machine learning is changing how designers make websites. It helps by doing repetitive tasks and making content personal for each person. This makes designing websites easier and makes users’ experiences better. Tools like Canva and Fotor use machine learning to suggest designs and create personalized content. As web design keeps growing, using machine learning tools will keep being important. They’ll help make sure websites are not just useful but also interesting and appealing to different people. Machine learning is shaping the future of how we experience the internet.


Future Trends in Web Design: Innovations Shaping the Digital Landscape

It is an exciting time for web designers as there are many opportunities to create innovative and engaging websites that meet the needs of the future. In this article, let’s talk about the future trends in web design. In the end, we will also talk about some tips as to how you can keep up with these new trends that are changing the digital landscape.

Data-driven Design

The first future trend with innovations that we must discuss is data-driven design. Web designers are using data analytics to help them tailor their designs. This helps in improving user experiences further. So, they are stepping beyond intuition and focused on analytics instead.

For example, web designers are using A/B testing, user feedback, and analytics to understand the behavior of users. This is making the online world more user-oriented.

Cyber-Security and Privacy-Focused Web Design

As the concerns related to data breaches and privacy increase, web designers are prioritizing privacy-focused web design. They use HTTPS, a strong authentication methods to protect the end user’s privacy.

Immersive User Experiences with AR and VR

Immersive technologies such as virtual reality (VR) and augmented reality (AR) are having a significant impact on web design. These technologies can create more engaging and interactive experiences for users.

For example, VR can transport users to different worlds, such as a virtual showroom or a product demo. AR can overlay digital information in the real world. An example of this could be providing directions or product information.

Artificial Intelligence

Artificial Intelligence also has a profound role in shaping the digital landscape. AU algorithms are personalizing the user experience. They study the user behavior and match it with their demographics to provide users with a customized journey.

AI can also automate tasks such as image optimization and code generation. Apart from making your life easier as a web designer, AI can also help you communicate with users through AI-powered chatbots. So, you can engage in real-time conversations with users and guide them.

So, AI is ultimately shifting the landscape of the online world.

Voice User interfaces (VUIs)

Apart from Artificial intelligence, VUIs are becoming increasingly popular. Web designers are starting to incorporate them into their designs. VUIs allow users to interact with websites using voice commands, which can be more convenient and accessible than traditional input methods such as typing and clicking.

Apart from VUIs, conversational design, such as chatbots, is also changing the digital landscape.

Visual Storytelling

As we move forward, the secret of future web design is visual storytelling. One of the best tools for this is WooCommerce product videos. Product videos breathe life into otherwise static websites. Using this plugin for your online business, you can showcase your products in action. This will help your customers visualize your products beforehand.

Apart from its marketing benefits, visual storytelling also helps to build a connection with the audience. It develops understanding and trust. You can enhance your user engagement as well.

Minimalistic and Sustainable Design

The importance of minimalism is growing in the digital world as well. Users prefer clean layouts and simpler designs now. This enhances the user experience by simplifying navigation and prioritizing content.

The rule is that every element on the website should serve a purpose.

Motion UI

Motion UI is a technique that uses animation to create more engaging designs. Motion UI can create animations that guide users through a website, highlight essential elements, and provide feedback on user actions.

For example, Motion UI can be used to create an animation that shows a user how to fill out a form or how to use a product. It can also be used to create animations that are visually appealing and engaging.

Motion UI is a powerful tool that can be used to create more engaging and user-friendly websites.


Micro-interactions are small but meaningful interactions between a user and a website. Micro-interactions can provide feedback on user actions, confirm changes, and make the user experience more enjoyable.

For example, a micro-interaction might be a button that changes color when the user hovers over it or a sound effect that plays when the user completes a task.

Micro-interactions are a subtle but essential part of the web design process. By carefully designing micro-interactions, web designers can create a more enjoyable and user-friendly user experience.

Apart from that, micro-interactions can also be used to convey complex ideas with just one click.


Accessibility is becoming increasingly important in web design. Web designers are increasingly focused on creating accessible websites for all users, including those with disabilities.

This includes using accessible fonts, colors, and layouts and providing alternative text for images. Accessibility also ensures that websites can be used with different input devices, such as screen readers and keyboards.

By making websites more accessible, web designers can help to create a more inclusive digital landscape.

What factors are shaping the Future of Web Design?

To understand the future trends in web design better, let’s also talk about the factors that are shaping these trends.

  • The rise of blockchain technology: Blockchain technology has the potential to revolutionize the way we design and interact with the web. Blockchain can be used to develop new web design tools and techniques.
  • The increasing importance of data: Data is playing an increasingly important role in web design. Web designers use data to understand user behavior, personalize the user experience, and optimize websites for performance.
  • The growing popularity of low-code and no-code tools: Low-code and no-code tools are making it easier for people to create websites without learning to code. This is democratizing web design and making it more accessible to a broader range of people.
  • The rise of the metaverse: The metaverse is a virtual world expected to become increasingly popular in the coming years. Web designers must create new and innovative ways to design and develop websites and applications for the metaverse.

Tips for Web Designers to Keep Up with the Latest Trends

Now that you understand the exciting future trends of web design, let’s talk about some tips as to how you can keep up with these new developments.

  • Keep up with the latest trends and technologies. Read industry blogs and articles, attend conferences, and experiment with new tools and techniques.
  • Focus on creating immersive and engaging experiences. Use immersive technologies such as VR and AR, AI, and Motion UI to create websites that are more than just static pages.
  • Make your websites accessible to all users. Use accessible fonts, colors, layouts, and provide alternative text for images.

Optimize your websites for performance and security. Use optimization techniques and performance testing tools to ensure that your websites load quickly and perform smoothly.


As a web designer, you must prepare yourself for the future instead of losing your value in the highly competitive market. You should keep yourself updated about the latest trends. For example, you can learn about immersive technologies such as VR and AR, AI, Motion UI, micro-interactions, and accessibility. Also, do not hesitate to experiment. Try new tools and techniques in your web design and personalize them according to user behaviors. Remember, the world is changing, and so should you!  

Platforms Tips

4 out of 10 sites unaware of the Google’s new Mobile Ranking Signal

A variety of mobile devices have flooded the Web in the past years. To no one’s surprise, Google announced that starting April 21st, they’ll expand the use of mobile-friendliness as a mobile ranking signal, in fact penalizing all sites that don’t have a mobile strategy – dubbed “Mobilegeddon” in the recent press.

Furthermore, Google just paid $25 million for exclusive rights to the “.app” top-level domain. Although the company hasn’t yet announced any specific plans for .app, this could be the signal that the Mobile Web will evolve beyond Responsive Web Design (RWD) and lean more towards rich UX/UI and mimicking of the native environment.

Presumably, [tweetable]the update to their algorithm will have a significant impact on Google’s mobile search results[/tweetable]. If you’re like me, you’d want to go all the way and find out the specifics: what is the current distribution of mobile web strategies, how many websites will be impacted by this change and to what degree? If you already have a mobile web strategy in place or just started developing one, you’d probably also want to know how to optimize it: how “lengthy” should your pages be or how “heavy”? And what Google’s PageSpeed Insights has to says about it?

We have searched the answers to these questions by analyzing the top 10,000 Alexa sites, from 5 different categories: News, E-commerce, Tech, Business and Sports. What we discovered was no less surprising and we felt like this is something worth sharing with the community. Before diving into the data let me tell you a few words on the methodology.

As per Google’s guidelines, we have taken into consideration three types of configurations for building mobile sites:


Google recognizes three different configurations for building mobile sites. (Google Developers)

  • Responsive web design: serving the same HTML code on the same URL, regardless of the users’ device; render the display differently based on the screen size.
  • Dynamic serving (also known as adaptive): using the same URL regardless of device, but generating HTML code dynamically by detecting the browser’s User Agent
  • Separate URLs (also known as mobile friendly): serving different code to each device and a separate web address for the mobile version

To detect the strategy used by different websites, we have crawled them using an iPhone User Agent.

Mozilla/5.0 (iPhone; CPU iPhone OS 5_0 like Mac OS X) AppleWebKit/534.46 (KHTML, like Gecko) Version/5.1 Mobile/9A334 Safari/7534.48.3

On top of that, we also identified those sites that implemented a Smart App Banner meta tag in the head of their home page, to market their iOS app:

<meta name="apple-itunes-app" content="app-id=myAppStoreID">

For analyzing the performance, we have used the PageSpeed Insights API, which takes into consideration not only the size of a webpage, but also compression, server response time, browser caching and landing page redirects, among others.

We also wanted to see how long mobile pages have become. Since RWD relies heavily on scrolling, we asked ourselves if this is an effective way to display content and what can be considered an optimum page height. Throughout the rest of the article, you’ll see references to “X5” height rate, which means that a site’s main page height is 5 times the height of the viewport on iPhone 6 (375 x 667). This is an indication of how much scroll needs to be done in order to reach the last piece of content.


Overview of Mobile Strategies on the Web

It’s 2015 and if you think that RWD is winning over mobile friendly sites (separate URLs), you’re spot on. Nearly 28% of the sites we’ve researched are responsive, while 26% have opted for a separate mobile address. The gap is indeed there, but it’s not as wide as we might have assumed. The surprising fact is that 40% of the researched sites have no mobile web strategy whatsoever! To me, that’s HUGE! Since Google’s new algorithm update is just around the corner, we can easily imagine that ignoring mobile users will no longer be an option.

Deeply buried in the data, we’ve also found another interesting fact: approximately 4% considered that being adaptive (serving different content under the same web address) is the right strategy for their mobile web presence.

2% of the researched websites have chosen to target their mobile users through applications (iOS). The number may in fact be bigger, but the inconsistency in promoting their apps makes them difficult to track.

Let’s dig a little bit more and see the variations between different categories and the impact that each strategy has on the overall mobile experience.

Newspapers – resistive as always

Being “stuck in the past” seems to be rightly attributed to the publishing industry, especially to newspapers: 38% of the websites from this category are mobile-friendly (separate URLs) and only 25% responsive.

In the PageSpeed Insights (PSI) results, adaptive comes on top with 75% scoring between 40 and 60 (although only 15% are above 60). Interestingly enough, mobile-friendly sites score even better (19% with PSI > 60), while only 11% of responsive sites have a score higher than 60. In fact, most of the sites that score under 20 are responsive (10%).

Wait, what? I thought Google loves responsiveness, right? There are countless articles about how Google recommends RWD as the best way to target mobile users. Surely, something doesn’t add up!

Or maybe most of the responsive sites don’t comply with Google’s own recommendations. A plausible explanation might be that developers have mistaken Google’s love for good mobile experience with the love for responsiveness, thus taking Google’s guidelines for granted. Instead of taking advantage of RWD, they end up producing sites that score poorly on all aspects.

When looking at sites’ height distribution on mobile devices, we see that the average for mobile-friendly ones is X8, which is pretty close to the X7 average rate represented by adaptive sites. However, 54% of adaptive sites have a less than X5 height rate.

In all fairness, “old” doesn’t necessarily mean wrong for newspapers sites and this time it might be working in their favor: 47% of responsive sites have a X10 – X15 height rate and 14% even over X15, which means that mobile users have to do a lot of scrolling before reading a certain piece of content.

So why are mobile friendly pages shorter? Did they notice that not so “lengthy” pages are more suitable for reading content on mobile? Is that the reason behind choosing mobile friendly (separate URLs) over responsiveness? But if that’s the case, why not going all the way towards adaptive? They’re doing a better job in terms of producing closer to optimum mobile pages (averaged at 2.5MB for both mobile-friendly and adaptive, compared to 3.7 MB for responsive) so perhaps it’s the ease of managing a separate mobile site all together.

Looking at Alexa’s popularity ranks, we notice that as the rank decreases, the number of responsive websites grows. The majority of sites with a low popularity rank are in fact responsive (14%), while 53% of the analyzed adaptive sites place themselves among the top ranked ones.

Tech sites – leaning towards RWD

In contrast with the above findings, responsive sites predominate in the “Tech” category (33%), while only 12% are mobile friendly (separate URLs).

In addition to that, 58% have page sizes under 2MB and consequently – a higher score on PageSpeed Insights: 51% mark over 60 and only 1.5% under 20. A page size of 2MB might sound a bit too much, but in fact, caching and other factors are influencing the overall PSI score.

When comparing the results to the newspapers category, tech websites show a major improvement. Yes, responsive sites still have the biggest height ratio (X6), but the average is significantly lower than what we’ve found earlier (X8).

Unfortunately, the “Tech” category also has the biggest percentage of sites that have NO mobile strategy whatsoever: 51%. It would seem that we have either modern responsive sites or nothing at all.

Overall, adaptive sites are still the most efficient in terms of score, but responsive sites are stealing the 1st place when it comes to height ratio, with a slightly bigger percentage of websites having a height rate of X5.

E-commerce sites fare better than most

For the “Shopping” category, mobile-friendly (separate URLs) and responsive sites are at a tie: 26%. Surprisingly though, adaptive e-commerce sites scored the biggest percentage of all categories: 6%. What would cause e-commerce sites to lean towards adaptive?

One plausible reason can be their appetite for improving conversion rates, thus their attention to optimize everything related to the buying funnel, which is influencing their mobile strategy as well.

If we analyze the height distribution for all three configurations (separate mobile URLs, responsive and adaptive), we see a pattern emerging: e-commerce sites, regardless of their mobile strategy, have the biggest percentages for under an X5 height rate: 90%, 58% and respectively 81%.

One could speculate that the reason for keeping their pages shorter is related to the influence that a lower height ratio might have on conversion rates. On top of that, PageSpeed Insights offers the highest score for all three mobile strategies: ~90% of mobile friendly/adaptive sites and 75% of the responsive ones have scored at least 40 points.

[tweetable]Clearly, e-commerce sites are doing a great job at optimizing for mobile[/tweetable] and, regardless of their favorite strategy (adaptive sites seem to be leading by a low margin), they’re mastering it like no other.

Apps – still luxurious game to play

Among other categories, we’ve found that mobile applications are appealing too: close to 6% of sites from “Business” and “Sports” have created their own iOS application, even if most of these previously opted for mobile friendly sites: 9% respectively 15%.

As a general rule, regardless of the category, if a site doesn’t have a mobile web strategy, chances are it won’t go for an application either. You’d expect it to be the other way around, but if a site owner ignored all previous mobile web strategies at his disposal, would he really be open to a more laborious and expensive approach (apps)? Not really.

Optimum Height and Page Size on Mobile

Analyzing ~10,000 sites in various categories surfaced a couple of guidelines that you might want to take into consideration when implement your mobile web strategy. In essence, what’s the maximum height and page size that your mobile friendly, responsive or adaptive site should have to ensure a 50+ PageSpeed Score?

If we analyze page sizes less than 2M, we realize that mobile-friendly sites, particularly in the Sports category, come on top with little over 91%. We also notice that only 30% of responsive sites score over 50 on PageSpeed Insights. Again, just keeping the page size at this level isn’t enough to ensure a high PSI score since caching can be equally important, but it’s a good place to start.

Interestingly enough, the “News” category is the only one where the majority (52%) of the adaptive sites with scores over 50 has page sizes between 2MB – 4MB. Even if adaptive sites seem to be able to “carry” more weight, their height rate should be kept at the minimum (X5) to ensure a good score.

Applying the same logic to height rates, clearly X5 seem to be the optimum rate for scoring 50+ on PageSpeed Insights. Once more, responsive sites seem to have the least chances of scoring over 50, even if they aim for a lower height: 62%.

Is the Mobile Web Heading Towards “Appification”?

[tweetable]Today, mobile web consumption occurs mostly from in-app browsers[/tweetable]. Just look for example at the Facebook app, that used to open links by using an external browser. Now, they have embedded a browser directly in the app and it makes sense – they don’t want their users to have a broken experience.

With that in mind, shouldn’t mobile websites offer a more app-like experience? Isn’t the linear scrolling experience we see on responsive sites a bit outdated?

In all fairness, what we’ve concluded thus far doesn’t take into account various UI/UX aspects and doesn’t answer some critical questions: When scrolling becomes too much for a mobile site? What’s the impact of having a long scroll and is this the reason for poor mobile reading experience on the web? What else can we do to ensure that mobile users have a good experience on the web?

That’s why in the second phase of the study we’ll analyze how much scrolling is actually being done on a responsive page, on mobile devices. After gathering relevant information on how mobile users interact with responsive sites we’ll be able to complete the next phase of the study by answering some key questions:

  • What’s the mobile device and browser they’re using for accessing a site?
  • How much time they spend on a particular page?
  • What’s the maximum scroll height they reached on a site?

From “Nice To Have” To Mandatory

We’ve seen that 40% of the top 10,000 Alexa sites from 5 categories (News, Tech, E-commerce, Business, Sports) don’t do anything when it comes to their mobile users. However, we’re in the middle of a big shift: [tweetable]having a mobile strategy on the web is no longer just “nice to have”[/tweetable]. If we take into consideration the impending change of Google’s mobile ranking algorithm, we can conclude that at this point any mobile web strategy is a good strategy.

As far as this first part of our study is concerned, from a technical point of view, a page that fits within 2MB and has a height rate of X5 has a good chance to score 50+ on Google’s PageSpeed Insights. Although adaptive websites are overall the most efficient ones regarding these aspects, they are not very popular either. Even though the study clearly shows that RWD is far from being optimum, responsiveness is the leading strategy adopted when targeting mobile users.

If we add to the mix the “.app” top-level web domain bought by Google, the line between native apps and web apps is getting thinner and thinner. The Mobile Web is already evolving beyond responsiveness into something new and exciting where everything is an app instead of a site, where user interactions are more important than just page views and ultimately where all apps are interlinked into a Web of apps.

If you are interested in learning more about mobile app development read the third post of our series on Mobile App Marketing, on Business Models.