Web design, like any industry, routinely adapts to various trends that may either end up getting discarded within a few years or become permanent fixtures within that industry's respective culture. Trends typically come about when a person or group seeking to innovate an advantage over stiff competition happens upon a successful idea in their experimentation. Likewise, trends that run their course eventually get discarded by both amateur and professional web designers whenever newer and more efficient methods demonstrate how and why they are relevant.
Speculation routinely runs rampant regarding what is likely going to be innovated and what else is likely to be phased out because websites generally have to be prepared to capitalize on the newest conventions at least as quickly as all of their competitors. Exclusive apps representing brand-holding companies are an example of a trend that appears to be being adopted as a permanent tool in a given company's marketing toolbox. Apps represent an additional means of spreading an engaging message to potential consumers alongside web and email advertisements, but while a website is heavily incentivized toward developing its own app, the latter two methods are still important for that site's long-term success and must not be disregarded either.
Vague proposals such as "improved UI performance" are not seen as identifiable trends because virtually everything improves in power and performance on a yearly basis, and websites therefore strain themselves adhering to stricter standards all the time. There are also trends that clearly render some websites more suitable for certain platforms than others, so it becomes more difficult for society to uniformly decide whether web design should retain them or drop them. For example, a recent design trend has resulted in certain websites putting all of their contents within a single page that one must scroll through the entire way to see. The lack of a guiding link hierarchy would make such a site likely to be more difficult than necessary for the audience to reach a desired feature quickly, but it is well suited otherwise to browsers on mobile devices that rely on finger-based input. For more information click here https://www.reddit.com/r/web_design/comments/dvptnl/biggest_web_design_trends_next_year_what_do_you/.