Liquid Glass, Real Experience and Smart Code: How the Web is Evolving Now

Digital experiences are no longer flat. They are becoming deep, reactive and increasingly human. Apple calls it Liquid Glass, others talk about immersive UI or ambient interfaces. Our question: how can we use these shifts to design brand experiences that feel more real?

What’s changing right now – and why it feels more real

With Liquid Glass, Apple introduced a design system focused on light, motion and depth. It feels more organic, almost tactile. A long way from Flat Design or Neumorphism. And it's not a gimmick. It's deeply integrated into iOS, iPadOS and macOS.

A lot is still speculative, but when you look at emerging tech like augmented reality (AR), smart glasses or VR headsets, the trend toward immersive digital spaces seems undeniable.

“Liquid Glass is Apple’s biggest design shift since Flat UI – and it’s not just aesthetic.”
– The Verge, June 2024

So what does this mean? The web is becoming more real again. More experiential. Clearer. And much more intuitive. It also requires more performance and computing power.

Design logic for 2025: Clarity + Experience + Intelligence

Interfaces that feel like physical spaces require more than visual polish. They need:

• Clarity – because no one likes to scroll and search
• Experience – because brands should be felt, not just shown
• Intelligence – because no one wants to double-click everything

And yes, this changes everything. If you're still thinking static, you'll stay static.

What that means for your business or startup

The good news? You don’t need to reinvent everything. A fully immersive digital ecosystem is still a few years out. But you need to start thinking in connected terms:

• Your website isn’t a poster. It’s a touchpoint.
• Your content isn’t a brochure. It’s a conversation.
• Your brand isn’t a logo. It’s a personality.

If your website doesn’t communicate that, it will feel outdated. And people notice that – now more than ever.

How we approach this – no feature hype

Our own website shows how we think:

• Micro animations that don’t distract
• Navigation that feels natural
• Copy that guides, not just sells

We don’t design to just look good. We design to communicate clearly, humanly and with intent. In the context of marketing and communication, "experience" is not the goal – it’s the tool to make your message stick.

The tools we use – and why they matter

The tool stack is constantly evolving. That’s why we rely on software that’s scalable, open and backed by active communities. Here are some we use regularly:

1. Webflow – the foundation for many of our websites
2. Framer – for when we need more movement
3. Spline – for playful depth and 3D elements
4. ClickUp – for internal planning, project management and integrations
5. Make.com – to connect all the tools together
6. Figma – for prototyping, UI design and team collaboration
7. ChatGPT – idea machine, concept partner, admin assistant and dev co-pilot
8. Adobe Suite – for deep image, animation, video and print production
9. Google Workspace – reliable and highly flexible. We don’t just use it for email and calendars, but also as a framework for collaboration, organisation and logic. With tools like Google Sheets, Apps Script and custom workflows, we build scalable processes that grow with you – whether startup or scale-up.

We don’t recommend tools for the buzz. We recommend them because they work – in real projects, with real clients.

Want to get started? Here’s how

1. Audit – Look at your current site. What's flat? What's static? Is something bugging you that you’ve simply gotten used to? If so, your users likely feel it too – especially first-time visitors.
2. Testing before redesign – You don’t need to overhaul everything. But you can test smart improvements with us – whether it’s navigation, feedback loops, speed or storytelling. Key thing: We need a clear starting point. Without that, even the best design won’t help.What we need to begin:
   • Access to your current website or landing page
   • A clear goal (e.g. more leads, better UX, stronger identity)
   • First draft content or structure
   • And: Openness to rethink what’s familiar (aka: kill your darlings 😉)
   Then we’ll start – with clarity and purpose.
3. Sparring – If you know where you want to go, but not how to get there, we’ll help you – without taking over.

Conclusion: The web is becoming more human. Finally.

“Experience is the new interface.”
– UX Collective

We welcome this shift. Because it puts experience above noise. Clarity above complexity. Humans above systems.

Ironically, it’s the new tech and smart interfaces that make digital life more natural and human again.

That’s why now is the time to create real digital experiences.

Sources & Inspiration:
The Verge • UX Collective • Framer • Spline • Webflow • Make

Who We Are

Greg.design is a creative studio that works with a network of creative professionals to provide solutions for Swiss start-ups and SMEs.

We support future-proof rebranding, tackle creative challenges and promote the development of digital products – from strategy to modular style guides.

Sound interesting? Then let's talk!