In this article, I’ll explore why understanding Gen Z is crucial for anyone building products today. From their unique habits to the UX strategies that resonate with them, I’ll look at how leading brands are setting the standard for engaging this influential generation. This generation is shaping the future, and their expectations will become the standard.
When I talk about Gen Z, I'm referring to those born between the late nineties and early twenty-tens. This generation grew up alongside technology’s rapid evolution. Instagram launched in twenty-ten, Snapchat came in twenty-eleven, and suddenly, smartphones weren’t just tools, they were lifestyles. Gen Z didn’t just adapt to technology; they were shaped by it.
Let’s explore this generation in more detail and examine some products that have successfully aligned with their needs.
The era of instant gratification
Gen Z lives in a world of speed and efficiency. Growing up with Amazon Prime set the standard for expecting next-day delivery, while apps like TikTok offer endless entertainment in bite-sized, algorithm-driven content. Everything about their environment caters to quick results, and this has deeply influenced how they interact with technology.
For apps targeting this generation, immediacy is key. Platforms must deliver seamless, intuitive experiences from the first tap. This means quick load times, simplified user flows, and removing unnecessary steps.
Successful platforms meet this demand by delivering instant value and removing friction from the user experience. For instance, TikTok’s auto-play functionality immerses users in content the moment they open the app, with no need to search or even press play. Similarly, Uber simplifies the ride-hailing process to just a few taps, anticipating user needs before they’re even fully articulated.
Flexibility and customization
Flexibility and customization are core to Gen Z’s identity. Gen Z craves tools that let them express individuality. They prefer platforms offering deep personalization without unnecessary complexity.
Notion is a perfect example of this principle in action. It offers users a blank canvas where they can organize, design, and create entirely on their terms. There are no rigid templates or forced paths; instead, the platform gives just enough guidance to inspire users while allowing them to take full control.
This same ethos is seen in platforms like Canva, which simplifies graphic design with drag-and-drop tools and customizable templates. Gen Z doesn’t want to fit into a mold, they want the freedom to create without limits. At the same time, they appreciate simplicity. If a tool feels too complicated or unintuitive, they’ll abandon it for something easier.
*Source Notion
Building connections
Gen Z is a generation that values meaningful connections, and their preferred platforms reflect this. They’re not just looking for places to post updates but spaces where they can truly interact and engage. Apps like Discord have mastered this by creating hubs for niche communities, where users can chat, collaborate, and share in real-time.
Instagram’s Close Friends feature and Snapchat’s direct sharing options highlight their selective sharing habits, letting them open up to smaller, trusted circles. These tools cater to their desire for intimacy and authenticity in their social lives. Instead of broadcasting to everyone, they focus on sharing with those who matter most.
BeReal is another excellent example of how Gen Z seeks genuine interactions. By encouraging users to post unfiltered moments, it fosters a sense of trust and realness in digital connections.
For Gen Z, it’s not just about being seen, it’s about being understood. They gravitate toward apps that allow collaboration, conversation, and deeper social bonds, whether it’s a group chat on WhatsApp or a shared creative project on Canva. These spaces feel like an extension of their close friend groups, allowing them to stay connected in meaningful ways.
*Source BeReal and TechCrunch
Conclusion
So, how can you create experiences that resonate with Gen Z?
Keep it fast and simple: Make things quick, easy, and deliver value right away.
Creative freedom: Design tools that allow for customization without being overwhelming.
Authenticity and trust: Build features that encourage real, meaningful connections while respecting privacy.
And above all, design experiences that feel genuine and relevant to their lives. Gen Z is a driving force behind how technology and design evolve. By embracing their values and habits, you’re not just keeping up, you’re staying ahead of the curve.
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