Probably the most important thing I've learned about product and website design in the last 5 years is to stop being concerned with "uniqueness" and focus much more on being straightforward and easy to use.

Popular #uidesign trends don't always translate well to usable products.

I'm working on a design for a huge tax software product today that looks great, but it won't win any design awards. Not because it's mediocre — because it's not "unique".

But put it in front of real accountants? Smash hit. They love it. Simple and easy to use. What matters more?

In general, I think most of the "exploring" within web and product design has already been done over the last 10-15 years. Now we have established conventions and familiar design systems to leverage. Everyone on #Dribbble is still trying to explore trends, but to what end?

I'm not saying we need to stop #innovating within design. I'm saying that innovation needs to be more strategic and intentional nowadays rather than trying to push trends for the sake of it, or worse — for the sake of expanding our own personal boundaries and agendas.