Logomark for Development Bank of Singapore (DBS), a bright red shape resembling a flowerDBS Digital
Design System

Design principles

Our design principles are universal and govern design across all our brands, channels and segments across 6 markets.

What’s here

    Have one profound idea

    Why

    Because ambiguity is the enemy of good user experience.

    How to apply

    We help stakeholders crystalise the unique value proposition.

    Example

    Let's say our big idea is an investment platform for complete beginners. Now, let's assume we have a good, but expensive and advanced product we could add to the platform. Do we? We don't. Because it detracts from the value proposition and dilutes its value.

    Outcome

    Innovative and impactful products that people really want and need.


    Inject emotion to go from transactional to magical

    Why

    Because we humans are emotional beings, and money is an emotional topic.

    How to apply

    When working on a product, map the emotional user journey: what their state of mind is likely to be and how can we acknowledge it?

    Example

    The airplane on PayLah!

    Outcome

    The airplane on PayLah!


    Be upfront and transparent

    Why

    Because it is the right thing to do.

    How to apply

    We speak up for transparency. Always.

    Example

    In Native, we redesigned how we display fees to make sure it's always perfectly clear what fees I am paying.

    Outcome

    In Native, we redesigned how we display fees to make sure it's always perfectly clear what fees I am paying.


    Do the hard work to make it simple

    Why

    Because there is no silver bullet for simple. It’s all just hard work.

    How to apply

    We surface the right info at the right time.

    Example

    DBS knows I am going to pay my tax in installments. Even though I only set up a Giro. Wow :)

    Outcome

    An experience that feels effortless.


    Follow through and pay attention to detail

    Why

    Because our design is not what's on Figma. It's what gets shipped.

    How to apply

    We iterate until we get the best possible solution.

    Example

    We work closely with our developers and POs, and we keep checking staging when our product is being developed.

    Outcome

    Better products for our customers. Inspiration for other designers.

    Loading...