I still think there's a lot of subtle UX innovation going around. You just need to know where to look. Some more well known sites include: - Medium - Atlas Ob

I still think there's a lot of subtle UX innovation going around. You just need to know where to look. Some more well known sites include: - Medium - Atlas Obscura - Techcrunch - New York Times (visual / interactive story articles) - https://baymard.com/research https://baymard.com/research - ecommerce UX research Not all UX design content mediums have been invented yet, there's billions of permutations, and different content requirements. Different color, typography, color psychology, shadows, icons, animations, etc all change the way a story is told. A website is just a content medium, much like a video or image. However, at the end of the day, content will mostly be the same. It's just CSS and JS changing the look and feel of the site. Example, one static HTML file and multiple CSS implementations: http://csszengarden.com http://csszengarden.com. To the untrained eye, every site does look the same. My definition of good UX is this - minimize the total distance your eyes have to adjust, and maximize the amount of content captured. Without being overly fatiguing (usage of whitespace, eye relief, etc).