Design principles

Design principles are a set of ideas that form the basis of any good product or piece of design. They can help us make appropriate design decisions.

Begin with user needs

Unless we understand the user needs, we can't design a solution. It goes without question that research is a must. Talk to customers and study at any data you can get your hands on. Be empathetic to user needs, map out their journeys and highlight friction points. Make decisions from hard data, never on assumptions, leading to a more effective solution.

Accessible to everyone

Design is for everyone - and we must ensure our products and communications are easy-to-read, legible on all devices and inclusive of all users. Where possible, our products must function as intended on all devices, on all screen sizes.

Think global

Always design for the specific market. Ensure we plan to allow localisation quirks. How does the text wrap? Are the right symbols supported? Does the layout work right to left? We aim to be a global business with a universal design language ready for any situation.

Impact over beauty

It's essential to identify and understand the impact of the solution we are designing. If from research, we know the smallest change can make the user journey better, we should invest time into the solution even if sacrificing the beauty of the design.

Less, but better

Designing with less in mind can help simplify design decisions. Try to keep the necessary elements that serve the user and strip away other features to be as direct as possible. We aim to get the user from A to B in a straight line without bouncing around. Do the hard work up front to make the experience refreshingly simple.