Fundamental Design Principles

Use these five fundamental design principles as you go through the process of building products and services. These principles will help to make your product a success and will provide for a consistent experience throughout our entire brand.

Be Contextual

Ensure that users are contextually aware of where they are within their journey.

Help the user be contextually aware through implementing easy to understand navigation, good visual hierarchy, and clear and concise calls to action.

Be Human

Be approachable, trustworthy, and transparent.
Provide human interactions over machine-like interactions.

You don’t always have to sound like a lawyer when interacting with users. It is important to be clear, but it is also ok to be personable. Remember, we are building products for people, not for machines.

Be Discoverable

Establish a strong information scent.

Having a simple, easily accessible search at the top of the page, grouping similar content together, and having a structured layout, all make it easier for the user to scan and find pertinent content quickly.

Be Easy

Reduce the user’s cognitive workload whenever possible.
Be consistent, clear and establish a strong visual hierarchy.

Tips, tutorials and clear action items all help guide the user through their experience within our products and services.

Be Simple

Establish a strong signal-to-noise ratio. Avoid distractions, jargon, and long loading times.

When designing your experience, avoid distracting the user from their task by eliminating as many distractions as possible. "Perfection is achieved not when there is nothing left to add, but when there is nothing left to take away" – Antoine de Saint-Exupery.