Designing for Gen Z

Designing for Gen Z: What the Next Generation Expects from Products

Introduction

Generation Z is no longer the “next” generation—they are the now. Born between 1997 and 2012, Gen Z is rapidly becoming the dominant force in the consumer market. With over $360 billion in buying power (and growing), they’re influencing product development decisions across industries—from tech and fashion to consumer goods and digital platforms.

What sets Gen Z apart from Millennials and previous generations is their digital-first mindset. They’ve grown up with smartphones, social media, and on-demand everything. They expect speed, transparency, sustainability, and inclusivity—not as perks, but as standards. And when brands fail to deliver? Gen Z doesn’t hesitate to walk away—or call them out publicly.

At Shark Group, we understand the intricacies of designing for this fast-evolving demographic. Our product development approach integrates deep research, agile design, and real-world testing to build meaningful solutions that resonate with Gen Z values.

In this article, we’ll break down what Gen Z expects from product design, explore current trends shaping their preferences, highlight real-world brand success stories, and share Shark Group’s process for building Gen Z-friendly products.

Who Is Gen Z? Key Characteristics

Before we dive into what Gen Z wants, let’s understand who they are.

1. Digital Natives

Gen Z was born into a connected world. Unlike Millennials, who adapted to technology, Gen Z never knew a world without the internet, smartphones, or social media. This shapes how they interact with brands—they expect seamless digital experiences.

2. Economic Influence

While many are still young, Gen Z already holds significant spending power. According to Bloomberg, they command $360 billion in disposable income and heavily influence household purchases. Their preferences are shaping the future of commerce.

3. Values-Driven Consumers

This generation demands more from brands:

  • Sustainability: They prefer eco-friendly products and support companies with green initiatives.
  • Inclusivity: Gen Z values diversity in race, gender, and ability representation.
  • Authenticity: They’re skeptical of traditional advertising and prefer brands that “keep it real.”

4. Short Attention Spans

With so much content competing for their time, Gen Z has an 8-second attention span—shorter than Millennials. They favor bite-sized information, intuitive design, and immediate value.

What Gen Z Expects from Product Design

Designing for Gen Z means more than bold colors or trendy branding—it’s about creating experiences aligned with their lifestyle, values, and tech fluency. Let’s explore the core design expectations of Gen Z consumers.

1. Digital-First Experience

Gen Z lives online. Whether it’s a product or a service, it needs to seamlessly integrate with their digital behaviors.

  • Mobile-first design is essential.
  • Products should connect with social media platforms, enabling sharing, feedback, and community-building.
  • Features like real-time tracking, mobile payment integration, and user-generated content help create engaging experiences.

Example: Nike’s SNKRS app uses storytelling, exclusive drops, and AR try-ons to build hype and loyalty among Gen Z sneakerheads.

2. Sustainability & Ethical Design

Gen Z is hyper-aware of environmental issues and expects brands to take real action.

  • Use upcycled or biodegradable materials.
  • Be transparent about sourcing, labor conditions, and supply chains.
  • Offer repair, refill, or recycling programs.

Example: Patagonia and Allbirds have gained massive Gen Z support by prioritizing eco-conscious materials and radical transparency.

3. Personalization & Customization

This is a generation that values uniqueness.

  • Allow users to customize colors, designs, or functions.
  • Use AI to tailor recommendations and interactions.
  • Provide personalized onboarding experiences.

Example: Spotify Wrapped became a viral Gen Z phenomenon because it delivered personalized content in a shareable format.

4. Inclusivity & Accessibility

Gen Z is the most diverse generation in history, and they demand representation.

  • Design for all genders, body types, and physical abilities.
  • Avoid tokenism—genuine inclusivity is non-negotiable.
  • Ensure products and platforms meet accessibility standards (WCAG).

Example: Fenty Beauty by Rihanna disrupted the cosmetics industry by launching 40+ foundation shades from the start.

5. Instant & Interactive Engagement

Gen Z loves experiences that are fast, fun, and participatory.

  • Integrate gamification, interactive tutorials, or virtual try-ons.
  • Use AR filters, chatbots, and live streams to deepen engagement.
  • Prioritize speed of response and instant feedback.

Example: Duolingo’s mascot and TikTok strategy gained millions of Gen Z followers by blending learning with entertainment.

Design Trends That Resonate with Gen Z

Product aesthetics and UX trends evolve rapidly, and Gen Z leads the charge. Here’s what’s trending in 2024.

1. Bold Minimalism

This may sound contradictory, but Gen Z gravitates toward bold yet clean designs. Think large fonts, vibrant colors, and simple layouts.

  • Flat design with pops of neon or pastels
  • Dark mode compatibility
  • Clutter-free interfaces

2. Micro-Interactions & Delightful UX

Small animations and gestures can significantly improve the user experience.

  • Lottie animations for loading states or confirmations
  • Haptic feedback on taps
  • Smooth transitions and scroll effects

3. Nostalgia-Driven Aesthetics

Retro vibes—especially Y2K design elements—are making a comeback.

  • Pixelated fonts, grainy textures, early-internet UI patterns
  • Cassette tape icons, VHS overlays, 90s color palettes

Why it works: It evokes emotion and reflects Gen Z’s love for remix culture.

4. Voice & AI-Powered Interfaces

Gen Z is comfortable interacting with voice assistants, smart devices, and AI bots.

  • Voice search optimization
  • AI-generated design personalization
  • Conversational UI via chat or voice

Example: Snapchat’s My AI chatbot uses natural language processing to provide a conversational experience Gen Z embraces.

Case Studies: Successful Gen Z-Focused Products

Let’s look at some real-world brands nailing it with Gen Z.

1. Glossier

Why it works:

  • Minimalist, Instagrammable packaging
  • Direct input from community during product development
  • Influencer marketing that feels organic

Glossier blurs the line between brand and community, allowing Gen Z to co-create beauty trends.

2. TikTok

Why it works:

  • Short-form, addictive content
  • Seamless UI/UX
  • Algorithm-driven personalization

TikTok has become a cultural touchstone for Gen Z, driving trends in music, fashion, language, and even product discovery.

3. Nike

Why it works:

  • Personalization via Nike By You
  • Gamified sneaker drops
  • Social activism and inclusivity in campaigns

Nike consistently reinvents its storytelling to stay culturally relevant with younger audiences.

How Shark Group Crafts Gen Z-Friendly Products

At Shark Group, we don’t guess what Gen Z wants—we immerse ourselves in their world. Here’s how we create products that resonate:

1. Human-Centered Design

We engage with Gen Z users early and often through:

  • Surveys, interviews, and feedback loops
  • Real-world testing in simulated environments
  • User journey mapping to understand pain points and preferences

2. Design with Purpose

We prioritize:

  • Sustainability in materials and packaging
  • Customization features to support identity expression
  • Digital-native interfaces that support Gen Z’s lifestyle

3. Case in Point: Gen Z-Focused Wearable

A Shark Group client approached us to develop a fitness wearable for college students. By integrating:

  • Gamified fitness goals
  • Customizable band colors
  • Social sharing functions
    We helped the brand gain a 40% increase in adoption among Gen Z users within 6 months of launch.

Mistakes to Avoid When Designing for Gen Z

 Overcomplicating UX

Gen Z wants intuitive design. Don’t bury features or overwhelm users with too many choices.

Ignoring Sustainability

Greenwashing won’t cut it. Gen Z expects measurable environmental efforts—backed by certifications or transparent reporting.

Faking Authenticity

Gen Z spots inauthenticity from a mile away. Performative diversity or gimmicky trends can alienate them. Real representation matters.

Conclusion

To engage Gen Z successfully, brands must think beyond product features and focus on values, usability, and meaningful experiences. This generation craves authentic, inclusive, and sustainable solutions that respect their intelligence and lifestyle.

At Shark Group, we specialize in designing products that don’t just meet trends—they anticipate them. Whether you’re launching a new gadget, reimagining packaging, or developing a service platform, we help ensure your product resonates with the next generation of consumers.

Ready to build Gen Z-friendly products? Connect with Shark Group and let’s create something unforgettable—together.

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