Why “Good UX” is Making Websites Boring—And How to Fix It

The UX Problem No One’s Talking About

Modern UX design has a problem: it’s predictable.

Designers have spent years optimizing websites for seamless interactions—simplified layouts, intuitive navigation, clean typography, and frictionless flows. The result? Web experiences that work beautifully but feel utterly forgettable.

This isn’t about aesthetics. It’s about identity. When usability trumps brand personality, websites lose what makes them distinct. They become interchangeable, optimized for efficiency but stripped of emotion and memorability.

And yet, the most successful brands—Apple, Nike, Airbnb—aren’t just usable. They’re unmistakable. Every interaction reinforces who they are.

So, how do we bridge the gap? How do we design experiences that are both frictionless and full of personality?

This article explores why modern UX is erasing brand distinctiveness and how designers can bring it back—without sacrificing usability.

How UX Became a Brand Killer

UX best practices were created to solve real problems. Slow load times? We streamlined. Confusing navigation? We simplified. Complex interactions? We decluttered.

But in the process, something got lost—the character of a brand.

• Websites across industries started looking the same. Minimalist design took over.
• The obsession with usability led to neutral, emotionless experiences.
• Brand identity got reduced to logos and color palettes instead of shaping the entire experience.

This is how we ended up with a sea of “safe” designs that don’t offend but also don’t inspire.

Think about it: If you stripped away the logos from most SaaS, e-commerce, or corporate websites, could you tell them apart?

Usability should never come at the cost of distinctiveness.

Brand-led UX isn’t about adding extra polish. It’s about designing experiences that are not just usable, but unforgettable.

Designing for Distinctiveness Without Sacrificing Usability

Good UX and strong branding aren’t opposing forces—they’re complementary. The best digital experiences don’t just work well; they feel unmistakably like the brand behind them.

Here’s how to make that happen:

1. Translating Brand Values into Design. Brand identity isn’t just aesthetic—it’s a feeling. UX should express that feeling through:
   • Typography + Layout: Bold, traditional, sleek—every choice should reflect brand personality.
   • Motion + Interaction: Playful brands should feel alive, serious brands should feel precise.
   • Navigation + Flow: A high-energy brand should move fast; a luxury brand should encourage exploration
2. Using Micro-Interactions to Reinforce Identity. Small details create big impact:
   • Apple’s iOS animations feel premium—fluid and intentional.
   • Slack’s microcopy and playful sound effects reinforce its friendly, human brand.
   • Airbnb’s motion design feels exploratory, just like its brand promise.

When every UX decision aligns with brand strategy, the experience becomes unmistakable.

Practical Strategies to Embed Brand Identity into UX/UI

To ensure UX enhances brand distinctiveness, here are three actionable techniques:

1. 1. 1. Move Beyond Color Palettes & Logos. Most designers stop at “brand colors and typography.” But identity is built in how users experience the site, not just how it looks.
         Instead of: Using a brand’s color scheme and calling it a day.
         Do this: Build interaction design, motion, and content strategy around brand tone.
      2. Design for Emotional Connection, Not Just Usability. If a brand is meant to be bold, inspiring, and energetic, shouldn’t the website feel that way too?
         Instead of: Flat, neutral UX.
         Do this: Use bold headlines, interactive elements, scroll-triggered animations, and engaging microcopy that match the brand’s energy.
      3. Test for Brand Recognition, Not Just Functionality. Most UX testing checks for usability—but does the experience feel unique? Try brand recall tests: Show users part of the interface without the logo and ask, “Can you tell what brand this is?” If not, it’s not distinctive enough.

Case Studies: Real-World Examples of Brand-Driven UX

At Takt, we’ve helped brands fuse usability with identity through intentional UX strategy. Here’s what that looks like in practice:

NYU’s Casa Italiana: Merging Heritage with Modern UX

• The challenge: Bringing a deeply historic brand into a digital-first world.
• The approach: We designed elegant interactions, storytelling-driven UX, and an interface that blended modern minimalism with classic Italian design elements.
• The result: A site that feels as rich and cultural as the brand itself, rather than a generic museum website.

Wonder Media Network: Scaling a Digital Brand with Personality

• The challenge: A fast-growing media company needed a digital home as dynamic as their content.
• The approach: We created a bold, high-energy UX with engaging hover states, scroll-driven storytelling, and fluid transitions that matched their brand voice.
• The result: A digital experience that didn’t just house content—but became part of it.

Making UX Unmistakable

It’s time to rethink what “good UX” really means.

A website that’s usable but indistinguishable from competitors isn’t successful—it’s forgettable.

Great UX isn’t just about efficiency; it’s about expression.

• Remove the logo—can users still tell it’s your brand?
• Does the interaction design match the brand’s personality?
• Is the experience just functional… or truly memorable?

The best websites don’t just work well—they make users feel something. That’s the future of UX.

Your Turn: Is your UX reinforcing your brand… or erasing it?