by leila.orynbayeva -

WebExpo Conference 2: Design Patterns for Search UX in 2025

There were several interesting talks on the second day of WebExpo, but I chose “Design Patterns for Search UX in 2025.” As a UX/UI designer, I often design websites across various fields, and most of them include a search function.

At the very beginning of my career, I used to carefully research the usability of each feature a website might offer, starting with search. But over time, I shifted focus to other components and gradually overlooked search. So I was pleasantly surprised when Vitaly brought attention back to this seemingly ordinary but incredibly important topic.

He began by showing the different types of search, and there are 22 of them, to be exact! Honestly, I didn’t even realize there were so many. Also he shared insights about reading behavior:

“A person can read 250 words per minute in their native language, but very few actually choose to do so online. On average, reading 150 words takes about 30 seconds. That’s a realistic time budget.”

According to Vitaly, the most effective approach on both mobile and desktop is to keep the search box visible on the main page, not hidden behind an icon. This alone can lead to a major boost in engagement. In fact, his team improved search usage by 40% simply by doing that. Impressive!

However, it’s not just about visuals. Preparing solid metadata is just as critical. Metadata should be clean, organized, and free from duplicates. If users spend too much time trying to find what they need, engagement drops and on top of that, every unnecessary search adds to digital carbon emissions, so making a bad search is harmful for climate

Another smart tip: show suggestions after a user clicks into the search bar, not while they’re still typing. Most people look at their keyboard when typing, so early suggestions often go unnoticed. A great example is Flying Tiger. Their search bar immediately displays popular searches and relevant products right after being clicked.

Galaxus is another strong example, they provide an extensive set of filters, from basic categories to specific product features like “Gaming capabilities.” Adding product reviews into suggestions is another enhancement worth considering.

I found this topic so engaging that I looked up a video of Vitaly presenting the same theme two years ago. Much of the content was similar, but this time he wrapped up with a comprehensive Search UX Checklist with 20 things to keep in mind when designing search and a list of 75 questions (!) for UX designers to discuss with developers. I’m pretty sure developers won’t love that part, but I bet it will spark some much-needed conversations.


Overall, I was genuinely impressed by the depth and practicality of the information shared. I’ll definitely keep these principles in mind when designing the next search experience in my upcoming projects.

by florian.prasse -

WebExpo Talk #2: Elis Laasik

Beyond Design Tools: Prototyping in code

In this second post, I want to recap the talk of Elis Laasik at WebExpo 25, where she discussed the topic of design prototyping in code. Elis, with her extensive experience in the field, explained how prototyping using basic HTML, CSS, and JavaScript—along with some JavaScript frameworks—can be an efficient way to approach web development. She highlighted that this method is especially valuable in professional contexts, where prototyping plays a crucial role in shaping the user experience, testing ideas, and ensuring that the final product aligns with business goals.

One of the main points that Elis emphasized was that these prototypes don’t require a backend or a database. Instead, the focus is entirely on the front-end elements, like the user interface and customer journey. This approach allows teams to test how the website or app behaves in real time, which can be much more useful than static design mockups. Since the prototype is coded directly, it is much closer to the finished product, giving stakeholders a more accurate sense of how the final product will look and function. The fact that it’s interactive and responsive adds another layer of realism to the process, which can be especially valuable in understanding the user experience.

This approach to prototyping really stood out to me, as it closely mirrors the way I work on personal projects. When I’m building a website on my own, I tend to start coding right away, rather than creating a design in tools like Figma first. I find that coding a prototype feels more “real” because I can see the project develop as I work on it. It also allows me to directly address how the website will behave, rather than just looking at a static design. I could relate to what Elis was saying because, for me, starting to code early gives a more authentic sense of the project’s progress and helps me figure out how the website will work from a functional perspective.

Elis also mentioned that prototyping in code can be particularly useful when dealing with complex user interactions or when there is no shared vision across the team. By coding the prototype, it’s easier to explore different solutions and test how users will actually engage with the site or app. This kind of flexibility and control can be crucial in situations where the design needs to be flexible or constantly evolving.

That said, Elis pointed out that there are certain scenarios where using code for prototyping might not be the best approach. For smaller projects or when branding design is a significant focus, she suggested it might be better to start with a traditional design tool like Figma. In these cases, the need for high-fidelity visuals or design accuracy might take precedence over functionality in the early stages. I completely understand this perspective, especially when the main goal is to define the visual identity of a brand before diving into the technical aspects.

In conclusion, Elis’ talk provided a lot of valuable insights into the practical use of code-based prototypes. It was interesting to see how this approach is applied in professional environments and how it can be a useful tool for creating realistic, interactive designs. For me, it reinforced the idea that prototyping with code isn’t just about creating something functional—it’s about exploring possibilities, improving user experience, and aligning the product with business objectives.

by florian.prasse -

WebExpo Talk #1: Nadieh Bremer

Creating an effective & beautiful data visualisation from scratch

The field trip to Prague is over, and I’ve been thinking about the really interesting talk by Nadieh Bremer. Nadieh is a freelance data visualization designer from the Netherlands, and her work focuses on turning raw data into interactive and static visual art. It was fascinating to see how she approaches data, especially since my interest in data visualization started a few years ago during my bachelor’s in graphic and information design. This talk made me think in new ways about the potential of visualizing data, and I’m excited to dive deeper into it.

One of the things that stood out to me the most during the talk was how Nadieh works with D3.js, a JavaScript library for creating (interactive) data visualizations. I was amazed by how quickly she could take raw data—just numbers—and turn them into beautiful, meaningful visualizations. She made it look so easy, and the fact that she could transform the data into something visually stunning in such a short amount of time really caught my attention. I had heard about D3.js before and had been meaning to check it out, but like most people, I never had the time. So, this talk came at the perfect moment for me, and it made me realize just how powerful and useful this tool is for working with data.

As someone who has mainly worked with data in print media, I’ve always focused on static visualizations. Most of the techniques I’ve learned are for creating things like printed charts, posters, or other fixed formats. But seeing how Nadieh used D3.js to create interactive, dynamic visualizations opened up a whole new world for me. The idea that data can be more than just something to look at on paper—that it can be experienced and interacted with—was something I hadn’t fully considered before. With D3.js, the data is not just displayed; it’s alive and engaging. You can hover over elements to get more information, zoom in to explore trends, and see the data change in real-time. This is something you simply can’t do with traditional print media, and I’m excited to explore how I could bring this kind of interactivity to my own work.

What I also found really interesting was how data can be art. Nadieh’s visualizations weren’t just about presenting data clearly; they were also about making the data visually appealing and impactful. She showed that data visualization doesn’t have to be cold or purely functional—it can be something beautiful. This idea was a bit of an eye-opener for me, as I’d always thought of data as something to be communicated in a straightforward, no-frills way. But seeing her work made me realize that data can be both informative and artistic, and it’s something I want to try in my own designs.

The talk really showed me the potential of D3.js and how it can take data visualization to a whole new level. It’s not just about making a chart or graph anymore. It’s about telling a story through data, using color, motion, and interactivity to make the information more engaging and easier to understand. This is something that I think would take much longer to achieve using traditional print techniques, and it’s a huge opportunity for people like me who are interested in graphic design and information design.

Overall, I’m really glad I got to experience Nadieh’s talk. It made me realize just how much more there is to data visualization and how powerful tools like D3.js can be for creating engaging, interactive, and even artistic visualizations. I’m excited to start experimenting with D3.js myself and see where it takes me. I’ve learned that data doesn’t have to be static and technical—it can be creative and expressive, even be used in an artistic sense. And that’s a new perspective I learned and will keep in mind as I continue to work with data.

by Selina Allerstorfer -

WebExpo – Digital intimacy: Feeling human in an artificial world

Last semester, I explored how interaction design can combat loneliness – or more optimistically, how it can foster meaningful connection. With that in mind, I was particularly looking forward to the talk “Digital Intimacy: Feeling Human in an Artificial World” by Lutz Schmitt. It turned out to be a deeply thought-provoking session that challenged not only how I think about technology and intimacy, but also how I view my role as a designer.

Schmitt began by unpacking the idea of intimacy. Often, we associate intimacy with physical closeness or romantic relationships, but he broadened the concept: intimacy is really about emotional presence, trust, and vulnerability. With that foundation, he posed a compelling question: how can we design for that kind of closeness when people are physically apart?

To answer this, Schmitt presented a range of tools aimed at bridging emotional distance. These included connected sex toys, wearable devices like vibrating wristbands that signal touch or presence, and products like PillowTalk, which lets you hear your partner’s heartbeat remotely. What struck me was the emphasis on “small intimacies” – a gentle reminder that sometimes it’s the subtle gestures, that carry the deepest emotional weight.

One of the most impactful moments was Schmitt’s discussion of the “privacy paradox.” He pointed out that while these technologies can feel deeply personal, they also involve the sharing of incredibly sensitive data. In our pursuit of emotional closeness through digital means, we may be compromising privacy in ways we don’t fully understand. As designers, it’s tempting to focus on what’s emotionally compelling without fully considering the ethical implications. Schmitt’s reminder was clear: emotional design isn’t just about connection – it’s about responsibility.

A particularly complex and concerning topic was the growing use of AI companions. Schmitt described how people, especially those feeling isolated, are increasingly forming bonds with AI agents such as Replika. These tools are designed to feel responsive, empathetic, and emotionally supportive – and in many cases, users begin to treat them as if they were real relationships. While this might provide short-term comfort or serve as a form of accessible mental health support, I find this trend deeply problematic. These interactions can lead to a kind of emotional dependency, where users withdraw from real-world relationships and instead engage with systems that at the end of the day serve corporate interests, not human well-being.

What I appreciated most was the balanced tone of the talk and its honesty. Schmitt didn’t romanticize technology, but he didn’t dismiss it either. Instead, he encouraged us to reflect more deeply: how do our tools make people feel – not just functionally, but emotionally, physically, and psychologically? For me, the talk was both inspiring and unsettling. It highlighted the immense power designers have to shape human connection, while also reminding us of the ethical terrain we’re navigating. In short, “Digital Intimacy” wasn’t just about tools or interfaces – it was a call to design with empathy, with care, and with a clear-eyed view of the trade-offs we ask users to make.

by Selina Allerstorfer -

WebExpo – Creating an effective & beautiful data visualisation from scratch

At this year’s WebExpo in Prague, one of the talks that stood out most to me was Nadieh Bremer’s session titled “Creating an Effective & Beautiful Data Visualisation from Scratch.” With no prior experience using d3.js, I didn’t quite know what to expect. I was mainly curious about how data visualisation could be approached from a design perspective. But what Nadieh shared was much more than a technical intro, it felt like a live deep dive into creative thinking, problem-solving, and visual storytelling.

What set this talk apart was its format. Rather than giving a traditional slide-based talk, Nadieh did a live coding session. She started with a completely empty browser window and built the data visualisation from the ground up using d3.js. This format made the talk feel refreshingly honest and grounded. It was engaging to watch her work through the logic in real time – narrating each decision as she went, pointing out potential issues, and offering insight into how she solves problems as they arise. This transparency made the whole process feel approachable, even though I was unfamiliar with the tool.

What I appreciated most was how she balanced the technical with the creative. It wasn’t just about writing functional code; it was about shaping something visually appealing and meaningful. Nadieh showed how, with a bit of imagination, SVG can be used in unconventional and expressive ways. The result wasn’t a generic bar chart or pie graph – it was a visually rich and thoughtfully composed visualisation that clearly communicated the underlying data while also looking beautiful.

Her message about simplification really resonated with me. I often struggle with the tendency to include too much information in my designs, believing that more content adds value. Nadieh’s approach showed the opposite: that complexity can be made understandable through clarity, and that thoughtful visual design can make even dense data feel intuitive. She emphasized that effective data visualisation doesn’t just display information – it tells a story. And when done well, it can communicate more with less.

Beyond the content, I also want to mention how well-structured and calm her presentation style was. Live coding can be stressful to watch (and probably to do), but she created a relaxed atmosphere that made it easy to follow along. Even when something didn’t work immediately, she explained why and showed how to fix it – normalizing the trial-and-error nature of coding.

Overall, this talk was a highlight of WebExpo for me. It was both inspiring and informative, offering practical insights into a tool I hadn’t encountered before. It made me want to experiment with data visualisation myself and gave me a clearer sense of how design can play a crucial role in making complex information understandable, and even beautiful.

by cornelia.wysoudil -

#15 Design Patterns for search UX – WebExpo

Another talk I enjoyed was Vitaly Friedman’s. He made a simple claim: if your search box stumbles, the rest of the product never gets a chance. The numbers back him up—on many retail sites, visitors who use on-site search convert up to five times better than those who don’t.

From autocomplete to intent-complete

Typing should feel like a dialogue, not a spelling test. Friedman’s demo grocery app surfaced tiny thumbnails, real-time stock badges, and even “Pick-up in 30 min” promises inside the suggestion list. His rule of thumb: replies in ~100 ms—fast enough to feel psychic, slow enough to spare your API. Anything longer and users feel the lag.

Filters that talk, not shout

Instead of the old left-rail “checkbox wall,” he urged progressive disclosure: show one high-value facet (price, size, seat left) first, then reveal deeper options after the first tap. It mirrors a real conversation and keeps thumbs clear of clutter on narrow screens.

Sort with your cards face-up

Friedman dislikes the vague “Relevance” label. Offer at least three transparent modes (“Lowest price”, “Best reviews”, “Newest”) and badge any business-boosted lineup as “Featured.” Transparency, he stressed, is itself a usability pattern—earning more clicks over time than sneaky boosts ever will.

Results pages that answer

With generative summaries creeping into every SERP, users expect a direct answer card first, classic hits second, and a row of “refine” chips that rewrite the query in one tap. The dreaded zero-result page is no longer acceptable—pivot to synonyms, support, or feedback before letting the trail go cold.

Why speed still trumps cleverness

Chrome’s 2025 guidelines haven’t budged: sub-2-second loads remain the safe zone for e-commerce UX. Friedman framed every interaction budget—autocomplete, facet redraws, thumbnail fades—inside that same limit. “Search is the one area users forgive least for being slow,” he reminded us.

Search is where intent surfaces unfiltered. Nail that moment and the rest of the journey feels effortless; miss it and no banner or carousel can save you.

by cornelia.wysoudil -

#14 Digital Intimacy – WebExpo

At WebExpo Prague, one of my favorite talks was by Lutz Schmitt’s on “Digital Intimacy: Feeling Human in an Artificial World”. I left the compelling session with plenty to ponder about how we connect online. Schmitt opened by reminding us that we “easily recognise the people we’re closest to—our partners, friends, family—the ones we seek true intimacy with,” but that the internet, while meant to “stay in touch” across distances, often leaves us wondering if the person—or thing—on the other side of the screen is even real. He posed a provocative question: can an interaction with a robot ever feel as intimate as a conversation with a loved one, and do the trust-building challenges in UX design mirror those in human relationships?

Schmitt traced how, in today’s digital landscape, authenticity has become a scarce commodity. He described how social feeds, chat interfaces, and even AI-driven assistants can “raise doubts about authenticity” and make us second-guess if the person typing back is genuine. Drawing on examples of deep-fake profiles and automated chatbots, he emphasized that when users log in, they crave reassurance that there’s a human—or at least a convincingly human-like algorithm—behind the responses. This quest for authenticity mirrors the early days of the internet, when seeing a picture or avatar wasn’t enough; we’ve since demanded richer cues—voice, video, and now emotional response—to sustain digital intimacy.

A particularly striking point in Schmitt’s talk concerned the parallels between building intimacy in human relationships and designing for trust in digital products. He noted that just as partners rely on nonverbal cues—tone of voice, eye contact, subtle facial expressions—digital experiences need their own “signals” that assure users they’re understood and valued. For instance, a well-timed microanimation or a contextually relevant message can mimic the feeling of being “seen,” akin to a friend nodding in agreement. Schmitt argued that these design choices are not mere bells and whistles but foundational to forging a sense of closeness, especially when the “other” could be an AI agent.

Throughout his presentation, Schmitt highlighted real-world examples where companies have successfully crafted digital intimacy. He spoke about chatbot initiatives that go beyond scripted replies to offer genuinely empathetic interactions, referencing recent research into how social chatbots can mirror emotional patterns almost like human companions. One case study involved a mental-health app whose AI check-ins used tailored language based on prior user responses, offering a sense of “being remembered” that’s critical for emotional connection. Schmitt stressed that, from a UX perspective, transparency is key: when users understand how algorithms adapt to their behavior, it fosters trust rather than alienation.

Ethical considerations formed a core undercurrent of the session. Schmitt pointed out that as digital intimacy deepens—through mirrors of our speech patterns, personalized suggestions, and even voice-based AI companions—we risk blurring the line between authentic human relationships and artificial ones. He cautioned that, without guardrails, we could inadvertently encourage parasocial dependencies, a phenomenon where users form one-sided emotional bonds with AI entities. Recent studies warn of these “illusions of intimacy,” showing patterns where users—often vulnerable—may substitute human connection with AI that consistently affirms them. Schmitt urged designers to build feedback loops that encourage healthy real-world interactions alongside digital touchpoints rather than replacing them entirely.

In closing, Schmitt challenged us to consider how to maintain our humanity as technology becomes ever more adept at simulating it. He reminded us that “trust” in a product isn’t just about security or privacy—though those matter—it’s also about emotional reliability. Can we create digital partners, assistants, or communities that respect users’ need for genuine connection? Schmitt proposed that the future of UX lies in crafting experiences that feel “alive” in the right ways: consistent yet transparent, adaptive yet accountable. As I walked away from the Lucerna Great Hall, I couldn’t help but reflect on my own screen interactions—whether I’m truly “seen” by the apps I use daily, or simply speaking into an echo chamber of code. Festivals like WebExpo remind us: while AI can simulate intimacy, it’s up to us as designers and users to preserve the authentic spark of human connection.