Goodbye, User Experience Design. Hello, User Integration Design.

Emerging Web 3.0 technologies will eventually change the way users and businesses interact with one another online. But, will "Web surfing" be more intuitive in this new space?

In our current Web 2.0 world, the most compelling Web sites offer information in a fast and easily-digestible manner. For example, the innovative methods of AJAX and Flex applications offers non-refreshing browser windows and quick data calls. As users, we often don't see these subtleties, but we subconsciously appreciate the efficiency and will more than likely return to the site in the future.

So, where is online user experience design heading toward?

I scanned through cluttered MySpace pages, overwhelming Ebay auctions and media-packed news sites. Still, the shining star of user experience is Google's search page. Google has proven to us that a great online brand experience is not the design, but what it provides us when we want something. Type anything into the search field and you pretty much get what you're looking for very quickly – even if you spelled it wrong. Their brand's success is in the technology you don't see and the value it provides us in the moment.

How intuitive is Apple's new iPhone? I think we all agree it's pretty easy to use and beautifully designed, considering the other options in the market. I believe this better integration of hardware and software UI is a clear sign of things to come. More precisely, the UI we design needs to adopt to the environment and situation. To Steve Job's point, it was obvious to use your finger as the sylus for the iPhone because you always have it readily available.

I believe we'll find Web 3.0 will naturally transform User Experience Design into something called User Integration Design. Sites will become less cluttered, simpler and more contextual to us and our intention in the moment. Take for instance the Blade Runner movie. Harrison Ford walks into the kitchen and the lights automatically turn on. He walks out and the lights turn off. Simple, practical and elegant. If we think in this manner while we're designing the next Web, we'll unveil new ideas to enrich the online brand experience surfers will come to rely on.