Intentional
We focus on what matters – using insight and data to inform our decisions.
Criteria:
- Clear on the problem to solve
- Clear success criteria and metrics
- Focused on the right thing
- Aligned to product objectives
- High-risk initiatives are tested with users
- Use testing for evaluation not validation
- There’s a clear hypothesis
- AB testing used for optimisation
- Common documentation used to communicate effectiveness
Inclusive
We consider everyone, providing accessible, human and relatable designs.
Criteria:
- Stark/Lighthouse used to check a11y
- A11y guidelines followed
- Element used
- Consider situational access needs
- Gender-neutral language
- Avoid stereotypes in images
- Contextual testing with users when relevant
- Test with users who have a11y needs
- Ensure research sessions are accessible
Connected
We join the dots, connecting the offline and online to create a seamless and coherent experience for people – however they engage with us.
Criteria:
- All impacted channels identified up-front
- Engineering and product involved early
- End-to-end journey considered including entry and exit points
- We work cross-domain when necessary
- Shipping for customers not the org
- Products complement each other
- Work showcased at crits and show and tell sessions
- New journey’s shared with cross-functional partners
- Feedback is gathered
- UX blueprints documented for common patterns
- Use common language and terms across journeys
- Element used
- We’re not reinventing work already done
- Element works cross-platform
- Content created in CMS with a view to use cross-platform
Ethical
We care about people and design with integrity – doing the right thing to inspire trust and confidence.
Criteria:
- Follow ethical guidelines and best-practice
- Raise any concerns
- Surface key user decisions early in journey
- Content is reviewed by legal and compliance
- Avoid deceptive patterns
- Consider sad or stressful events eg High debt customers
- Respond appropriately to user’s emotional state
- Sensitivity copy guidance followed
- Straight-talking but reassuring
- Keep help contextual
- Use storytelling to make complex data easy to understand
- Avoid distracting user from their task
- Show information relevant to specific user
Effortless
We optimise for clarity – keeping things clear and simple, and minimising clutter.
Criteria:
- No visual clutter
- No jargon
- Low reading age
- Tests well for comprehension with users
- Mobile-first design
- Ease of task completion gauged in usability testing
- Plain English and simplest words
- Straight-talking and confident tone
- Interactions have expected behaviours
- Bite-sized chunks of content
- Uses standardised terms
- Clear hierarchy with H1/H2 and H3s
- Complex info or data is repeated across screens to aid user cognition
Memorable
We take pride in creating a compelling experience – sweating the detail from every pixel to the last letter (even when no one's looking).
Criteria:
- Aligned to the appropriate brand tone attributes
- Uses Element
- Content guidance followed
- Bold and optimistic design
- Motion, illustrations or delighters used appropriately
- High quality photography
- Peer reviewed and critiqued
- Free from typos and grammatical errors
- Positive sentiment expressed by users in testing
- Proud of the outcome
- Detail isn’t lost in refinement – design and engineering work together to maintain quality