Does designing for native matter more now

As a product designer working within design systems, I’ve constantly evaluated the tradeoffs between building native experiences versus sticking to a unified, OS-agnostic design language. Recently, Slack’s update for iOS—embracing Apple’s Liquid Glass—caught my eye. It’s a move that reinvigorates a debate at the core of modern app design: Should we blend in with the OS or stand out with our own brand identity?

The temptation of design consistency

For years, the “system first” or "platform agnostic" approach dominated design system thinking, especially in cross-platform products. I even championed this approach within the Chase UK design language. Consistency generally means users should know exactly what to expect, brand teams can immerse users in a recognisable visual environment, and designers/developers minimise the pains that come from maintaining multiple codebases and visual assets. Slack’s classic UI reflected exactly that — whether on iOS or Android, it felt like Slack.

Why native UI is hard to ignore

But user expectations and device forms are changing. Native design, especially with transformative updates like Liquid Glass in iOS 26, offers an experience that’s instantly at home for platform loyalists. Native components run smoother, tap into system-level features right away, and remove much of the “friction” associated with learning new interactions. Nostalgic as I am for cross-platform symmetry, the reality is users will always expect their favourite apps to feel most natural to their native device. iOS and Android are creating contextual depth which develop an emotional and immersive experience that, frankly, design systems can’t always fully replicate on every platform. And the question is whether they should.

Where design systems could adapt

For design system designers like myself, this shift is both a challenge and an opportunity. If our product teams want to tap into the new visual richness, we could evolve our component ecosystems to support platform-specific customisation—not just simple theming, but adaptive, context-aware behaviours and brand overlays layered on top of native affordances. It means more cross-discipline collaboration, deeper investment into code resources, and ongoing documentation that keeps designers, devs, and accessibility specialists aligned.

The idea that established brands risk dilution by adopting native UI is also a common concern, but it’s often overstated. In reality, deep OS integration could actually strengthen brands, not weaken them. Users value the care shown when a product feels tailored to their device, and this sense of thoughtful integration can elevate perceptions of quality and trust.

When a brand’s experience adapts convincingly to system conventions—like Slack embracing Liquid Glass, it doesn’t erode identity. Instead, it adds new layers of respect from the audience. Users interpret this as expertise and care, not loss of brand character. Airbnb, for instance, has maintained a consistent, recognisable identity while evolving their UI to suit adjacent platforms and OS paradigms, earning loyalty precisely because they balance brand with contextual adaptation.

Accessibility: My biggest concern

Liquid Glass and similar flashy updates look, and sometimes feel incredible, but accessibility testing is critical. Early user feedback flagged issues with contrast and context shifting, sometimes even causing vertigo or making notifications impossible to read. No matter how beautiful a new OS effect is, product designers must prioritise legibility and comfort over spectacle.

All stakeholders in product development teams have a responsibility to push for robust accessibility testing and to ensure that interface spectacle never comes at the cost of UX. Even as platform design paradigms evolve, the foundation must always be inclusivity for all users.

So, should we look more at native design?

Here’s my personal take: I believe in adapting design systems so they not only support the product brand but also let users feel “at home” on their chosen device. Slack’s update is a signal of embracing innovation and the changing expectations of users. The future isn’t either/or but “and”: context-aware design systems that layer brand strategy over native components, always with accessibility and real user needs front and centre.