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