I’ve been in Design industry for over 8 years, working on projects across tech, banking, startups, construction, and more industries. I can confidently say — things have never felt as strange as they do now. As someone deeply involved in the industry, I’ve seen trends come and go, but the current state of design is unlike anything I’ve experienced before.

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For a long time, UX designers have been fighting against what I call the “aesthetic” of design. This is the trend where flashy, visually stunning designs are presented as real work, but they’re often impractical and fail to serve their purpose. I’ve seen firsthand how these trends can mislead designers into thinking that aesthetics alone are enough.

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Unfortunately, this trend is still alive and well. We see designs that look amazing at first glance but are slow to load, confusing to navigate, or ultimately fail to produce results. It’s a pattern that continues to frustrate me, and it’s clear that a website’s true power lies in its ability to drive real outcomes.

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The Problem with Beautiful, But Useless Design

A website’s primary goal is to sell something — whether that’s a product, service, or idea. While beautiful images — like sunsets or people staring into the distance — can look great, they don’t help you achieve business goals. They’re simply decoration.

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Lately, I’ve noticed a rise in designs that prioritize aesthetics over function. These “pretty” designs often go viral on social media, with people thinking they’re great examples of good design. But when you dig a little deeper, the flaws become obvious. I’ve worked on projects in various industries, and one thing is always clear: design must serve a purpose.

• Weak Copy: The text is vague and doesn’t clearly communicate what the website offers or persuade users to take action.
• Pointless Imagery: Background images are often chosen for their beauty, not their relevance to the product or service.
• Unnecessary Forms: Long or confusing forms drive users away. The simpler, the better.
• Poor Navigation: Overly styled navigation can confuse users, making it hard for them to find what they need.

The Social Media Trap

There’s nothing wrong with making creative or animated designs — they can improve the user experience when done right. The problem arises when these works of art are passed off as real, functional designs. Many junior designers fall into the trap of believing that what’s popular online is the gold standard for great design.

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Just because something is popular on social media doesn’t mean it’s effective in the real world.

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What Clients Really Want

In my experience working across multiple industries, clients don’t just want a pretty website. They want results. A website should help visitors take action — whether that’s buying a product, signing up for a newsletter, or getting in touch.

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I’ve worked with clients in diverse sectors, and one thing is always clear: they want websites that perform. It’s not about making something “look nice”; it’s about making something that works. If a client loves a background image because it reminds them of their childhood, but the site’s conversion rate is at zero, that’s not a success. My job is to guide them toward a design that serves their business goals.

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Example: The Job Search Website

Let’s take a look at an animated parallax job search site. It’s flashy, with moving clouds and a button that only appears after a few seconds. The page takes forever to load, and the copy is unclear. Visitors won’t know what the website is offering.

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Sure, this might grab attention on social media, but it won’t convert visitors into actual users or customers. I’ve seen plenty of these types of designs, and they’re often great for the social media feed but not for achieving business goals.

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How to Improve a Design

Step 1: Analyze
The first thing I do is step back and identify the issues in the design. I mark them — either digitally or on paper — and am always prepared to explain why they don’t work.

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Step 2: Revise
Start with the copy. Make sure it’s clear, concise, and aligned with the website’s goals. Then, adjust the visuals and layout to support the message without distracting from it.

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Step 3: Test
Design doesn’t stop when you finish the layout. After you make changes, test different versions of the copy, visuals, and layout. Track the results and keep improving.

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Focus on Conversion, Not Just Looks

At the end of the day, web design is about more than just creating a visually appealing page. It’s about making sure that page works — guiding visitors to take action, whether that’s buying a product, signing up for a service, or contacting the business.

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I’ve always been a strong advocate for creating designs that deliver real business results. A beautiful website that doesn’t drive results won’t bring clients back. But a website that leads to higher conversions, more engagement, and ultimately better business outcomes will.

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So when you’re designing, don’t get lost in the social media hype. Focus on the user, the message, and the goal. Only then will your design truly succeed.

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Aram Andreasyan
Industry Leader, Design Expert