CSS & Design

Some forms stay UI, while others quietly become rule engines. Here’s why these two different approaches exist and how to choose between them.

Many product teams still lean on usability improvements and isolated behavioral tweaks to address weak activation, drop-offs, and low retention – only to see results plateau or slip into shallow gamification. Anders Toxboe updates persuasive design for today’s reality, clarifying what has actually held up over the last decade.

UX design is entering a new phase, with designers shifting from makers of outputs to directors of intent. AI can now generate wireframes, prototypes, and even design systems in minutes, but UX has never been only about creating interfaces. It’s about navigating ambiguity, advocating for humans in systems optimised for efficiency, and solving their problems through thoughtful design.