Designing for Gen Z: Key Expectations and UX Guidelines

When designing digital experiences for Gen Z, it’s crucial to look beyond the stereotypical view of this generation as social media obsessed. While their use of platforms like TikTok and Instagram is well known, Gen Z’s tech habits and expectations are much broader and much more nuanced than commonly assumed.

This piece is part of our ongoing exploration of UX design. For deeper insights into interface design patterns and UX strategy, check out the upcoming Smart Interface Design Patterns series, including live UX training sessions.

In this article, we’ll explore the behaviours, values, and unique design needs of Gen Z.

Who Is Gen Z?

Generation Z refers to those born roughly between 1995 and 2010. Of course, there’s considerable variation within this group, with some members in their mid-20s and others still in school. However, there are certain defining characteristics that make Gen Z stand out from previous generations.

Gen Z is the most diverse generation in terms of race, ethnicity, and identity. They are also the most socially conscious, with a strong sense of responsibility toward fairness, sustainability, and inclusivity. Gen Z is more likely to take a stand on issues they care about, even if it means challenging the status quo.

They are also hyper-aware of digital spaces and expect accessibility, transparency, and meaningful social change. For Gen Z, it’s not just about products or services it’s about principles, values, and the social impact behind them.

What Gen Z Cares About

Having grown up with technology, Gen Z is highly comfortable in the digital world. However, they also have a sharp eye for poor user experiences slow websites, inaccessible interfaces, and misleading or overly polished branding.

It is sceptical of traditional advertising and prefers authentic content that comes from social circles, influencers, or peers. They often distrust overly commercialised or AI-generated content, seeking out real voices and genuine experiences instead.

While many assume that Gen Z’s attention span is short due to their love of TikTok and Instagram, their ability to engage with long-form content is not to be underestimated. They consume documentaries, books, and podcasts just as much as they consume quick clips. Gen Z’s attention is context-dependent, not inherently fleeting.

Key UX Guidelines for Designing for Gen Z

To truly capture Gen Z’s attention, here are some practical design guidelines that consider their preferences and expectations. 

1. Design for Authenticity, Not Perfection

Many design frameworks recommend simplifying content for brevity and speed. However, for Gen Z, it’s often more effective to go against this advice. Values authenticity and dislikes content that feels overly polished or scripted.

Brands that take a firm stance on social or environmental issues and reflect real-world diversity will resonate more with Gen Z than those that play it safe.

Gen Z can spot inauthenticity from a mile away. They’re savvy, sceptical, and trust brands that speak honestly, act on their values, and represent real people, flaws and all.

2. Accessibility is Non-Negotiable

Gen Z is more diverse than any previous generation, and that diversity requires designs that are universally accessible. Accessibility isn’t just a “nice-to-have” for Gen Z—it’s expected. Providing basic accessibility features, like proper colour contrast, clear buttons, and simple navigation, is essential.

Key accessibility elements to consider include:

• High contrast for readability
• Clear, distinct links and buttons
• Keyboard accessibility for navigation
• Support for reduced motion (important for users with motion sensitivity)
• Dark mode and light mode options

While these features benefit everyone, they are especially important to Gen Z, who expects them as a baseline.

3. Mobile-First, Not Mobile-Only

Gen Z is predominantly a mobile-first generation. While many design processes still begin with desktop views, the majority of users will interact with your product on a smartphone. Prioritise designing for mobile devices first to ensure a seamless user experience across screens.

Design tips for mobile-first design:

• Keep text short and to the point: 50 words per paragraph, 20 words per sentence max.
• Use plain language, even in legal or complex documents.
• Start with the most important information: Use the Inverted Pyramid style where the most critical points appear first.
• Trim the fat: Avoid unnecessary content and clutter.

4. Subtitles: Default Them On

Subtitles are increasingly expected by Gen Z users. Whether for accessibility reasons, language barriers, or just personal preference, many users leave captions on by default. Making subtitles the default for video content ensures that your content is inclusive, widely accessible, and improves engagement.

To create effective subtitles:

• Ensure readability with proper line length and character limits.
• Use high-contrast text on a solid background.
• Provide the option for customisable fonts and sizes to accommodate different needs (e.g., dyslexia-friendly fonts).

5. Support Intrinsic Motivation

In a world filled with likes, retweets, and external validation, it’s easy to focus on extrinsic rewards. But for Gen Z, intrinsic motivation is key. They seek a sense of purpose, autonomy, and competence in their digital interactions.

Design for intrinsic motivation by:

• Fostering a sense of ownership and personal achievement
• Allowing users to work toward personal goals without needing external recognition
• Creating spaces for collaboration and community-building

By giving Gen Z the tools, they need to feel competent, autonomous, and connected, you can create experiences that truly engage and empower them.

Designing content with a focus on education and transparency will build trust with this generation, who values integrity and thoroughness over superficial or sensationalised narratives.

7. Gen Z Wants to Be Heard

Finally, it’s important to remember that Gen Z values feedback and collaboration. They appreciate platforms that listen to their opinions and act on them. For designers, this means actively involving Gen Z in the design process. Don’t just design for them design with them.

Conclusion: Good Design is For Everyone

Many of the design principles that appeal to Gen Z authenticity, accessibility, simplicity, and empowerment are beneficial to all users, regardless of age. Designing with these principles in mind doesn’t just cater to them, it creates a better experience for everyone.

By embracing the expectations for inclusivity, fairness, and authenticity, we not only meet their needs but also create more meaningful, impactful, and universally accessible digital experiences.

In the process, we can build stronger relationships, foster greater trust, and ensure that our designs are truly relevant in today’s fast-evolving digital landscape.

In short, designing for Gen Z isn’t just about appealing to a younger audience. It’s about adopting a mindset of inclusivity, transparency, and empowerment that benefits all users. And that’s the essence of good UX.