Providing a better user experience (UX) is not just about making the site speedy or visually appealing – it is about making the site more enjoyable to use in order to drive conversations with consumers and promote your brand. As we begin a new year, many of the web design and development trends we see revolve around UX – from more effectively curating content, to making interactions clear and accessible to sprinkling in subtle animations. In no particular order, here are the top trends for 2016.

If you're like me, and get most current events via your Twitter feed or have spent some time looking up hilarious memes on Google Images, then you’ve experienced infinite scrolling—a web design technique in which content continually loads as a user scrolls down the page. Infinite scrolling is most commonly utilized on social networking sites such as Twitter and Tumblr, and websites like ESPN.com, where the ability to quickly scan information is a major component of the user experience.

Nothing is more frustrating than trying to read a company’s Web site on your phone and having to scroll up and down, zoom in and out, and strain your eyes until you find the right information–especially when you’re in a hurry.