Our UX Principles

These principles outline the ideal Zurich user experience. They are based on Zurich's work and best practices from within UX. This set of guidelines can be used when assessing, developing, and refining user experiences.

The UX Principles Categories

Uniquely Zurich

The 'Uniquely Zurich' Principles are inspired by current projects and initiatives within Zurich and aim to push the user experience further.

Uniquely Zurich

Push the right boundaries

Find opportunities to create new and differentiated experiences that truly enhance and add value to the user experience. Do not create something new for the sake of creating something new.

Distinctive

DI01

Uniquely Zurich

Promote our sustainable efforts

Whether it's providing a sustainable option or creating links to supporting content, show how we live up to this element of our brand. Highlight our sustainability efforts in a way that feels authentic and relatable - not another global CSR initiative.

Distinctive

DI04

Uniquely Zurich

Make the boring interesting

Get creative: where you cannot eliminate mundane tasks and activities, turn them into more interesting and engaging experiences that people talk about and share.

Distinctive

DI02

Uniquely Zurich

Offer sustainable options

Give users the opportunity to lower their digital footprint and help the environment

Distinctive

DI03

Uniquely Zurich

Provide instant human support

Offer human assistance when needed, without users having to seek it out themselves.

Supportive

SU01

Uniquely Zurich

Be on their side

Develop the experience for the benefit of the user. Support, help, guide and work together with and for the user to reach the best possible outcome for them at all times.

Supportive

SU02

Uniquely Zurich

Use social proof

Use customer data to help people make smarter, more confident decisions and choices such as highlighting popular choices, customer opinions, and behaviours.

Supportive

SU03

Uniquely Zurich

Stir emotions

Use imagery and styling to get customers emotionally invested, drive action and lower the impact of negative experiences.

Engaging

EN01

Uniquely Zurich

Give and take

When asking for something, make sure the user gets something in return (e.g. through a subtle animation, or personal comment). This doesn't need to be a grand gesture, but it should encourage and positively reinforce desired behaviour.

Engaging

EN04

Uniquely Zurich

Strike the right tone

Use simple everyday language. Know when to be fun, friendly, humorous and conversational. Know when to be more empathetic, serious and efficient. But always avoid using complex jargon.

Engaging

EN02

Uniquely Zurich

Exceed expectations

Deliver more than what people expect. Find opportunities to surprise and delight instead of just fixing pain points.

Engaging

EN03

Uniquely Zurich

Keep the customer top priority

Act on behalf of the user. Design to their real needs and preferences (not what we as a company wish they were). Don't let business or system objectives, requirements, or limitations compromise the user experience.

Reliable

RL01

Uniquely Zurich

Be consistent

Ensure all design complies with the Zurich brand guidelines and design system, especially for customer facing experiences. Make sure the language, messaging, behaviours, conventions, styling, components, patterns, layouts and journeys are all used consistently across each product and service. Where differences do occur, make these decisions in an informed way, based on the differing user needs in that channel.

Reliable

RL02

Uniquely Zurich

Seamless updates

Provide correct and up-to-date information (e.g. pricing, product features etc.) across all channels and platforms. Roll out changes users make immediately, and across all accounts, platforms and devices.

Reliable

RL03

Best Practice

The Best Practice UX principles cover basic, yet essential guidelines to deliver a good UX experience.

Best practice

Remove the unnecessary

Audit pages and journeys to remove everything that is not essential (e.g wordy copy) and make sure there is no content duplication.

Straightforward

ST01

Best practice

Make the complex simple

Do the hard work so users don't have to. Design products and services that are so easy to use, even a 10-year-old child could do it.

Straightforward

ST04

Best practice

Confirm or correct user actions immediately

Immediately indicate whether user actions have been successful, or if an error has been made. With the latter, specify where the error has been made and how to correct it. Do not interrupt the user to confirm the success of obvious actions.

Straightforward

ST07

Best practice

Differentiate public and private spaces

Clearly differentiate between public and personal pages and spaces. Make sure users can easily find the login / register buttons and always know when they are in their account area or on the public website.

Straightforward

ST10

Best practice

Use sensible groupings

Help users navigate content by using proximity to group related information. Use white space to make distinctions and keep unrelated information separate.

Straightforward

ST13

Best practice

Break content into digestible chunks

Progressively provide information and activities as the user needs or can handle them. Find the right balance between the number of steps the user needs to go through and the amount of content or thinking required at each stage.

Straightforward

ST02

Best practice

Demonstrate immediate value

Avoid screens that only or mainly provide navigation to other screens. Make sure every screen gives users content or interaction they need at that point.

Straightforward

ST05

Best practice

Be inclusive

Design for and represent a broad spectrum of humanity: different ages, genders, races, religions, sexual orientations and abilities.

Straightforward

ST08

Best practice

Provide easy universal login and recovery

Let users use a single login across all their products, that is easy to remember and easy to recover.

Straightforward

ST11

Best practice

Let users search, sort, and filter.

Allow users to reduce, refine, and reorder large result sets so they can work with a smaller set that meets their need.

Straightforward

ST14

Best practice

Properly orientate the user

Straightforward

ST03

Best practice

Give customers explanations

Immediately indicate whether user actions have been successful, or if an error has been made. Be upfront about why users are unable to perform certain actions, providing clear next steps in language that is transparent and easy to understand.

Straightforward

ST06

Best practice

Make it accessible

Conform to WCAG guidelines at full AA level and as much of AAA level as possible.

Straightforward

ST09

Best practice

Match security protocols with risk

Balance security with ease of use based on the riskiness of the user's desired action. Replace passwords with biometrics, passkeys, magic links or other easy-to-use login techniques where possible.

Straightforward

ST12

Best practice

Limit choice and action

Present few choices and actions to avoid users getting overwhelmed or making mistakes.

Flowing

FL01

Best practice

Keep it simple and similar

Don't use ambiguous terminology, marketing-speak or brand jargon. Make all supporting copy, imagery, labels, hover states, tooltips and CTAs easy to understand and highly descriptive in terms of the content and actions they represent.

Flowing

FL04

Best practice

Anticipate future needs

Prompt users to take an action now to make the experience easier or better in the future (e.g. saving details or downloading the app for a better experience in the short and/or long term).

Flowing

FL07

Best practice

Rely on recognition, not recall

Reduce reliance on user memory and recall by using familiar patterns and conventions, and reminding them of past preferences and choices. Show previews of things they can select from.

Flowing

FL02

Best practice

No dead ends

Always provide a next step or action, even when the system fails or pages can't be found. Even when the next step is off-channel, explain it to the user.

Flowing

FL05

Best practice

Prompt inconvenient actions at convenient times

Choose appropriate moments to request a user deviate from their desired path to take necessary actions (e.g. updating their contact settings after completing and not during an application).

Flowing

FL08

Best practice

Streamline the experience

Create clear pathways and journeys that reflect users' mental models. Place relevant on-page / in-journey links and don't display unnecessary blockers, interstitials or frictions.

Flowing

FL03

Best practice

Present similar options side-by-side

When choices (e.g. insurance products) are similar, allow users to compare the key differentiating attributes side-by-side, enabling informed decisions.

Flowing

FL06

Best practice

PApply appropriate defaults

Use appropriate defaults and automate probable actions where possible (e.g. pre-selecting an action, adding an address using a postcode, etc.). Adapt these to local conventions.

Flowing

FL09

Best practice

Don't always reinvent the wheel

Know where to innovate and where to lean into well-known and well-proven category conventions. Apply this to visuals, interaction models, terminology, etc.

Distinctive

DI05

Best practice

Capture user feedback on their terms

Allow users to give feedback - during an experience (i.e. if there is an issue) or once it is complete (i.e. for a review). Do this in a simple and intuitive way that doesn't take up much time. Ensure they can always add feedback in their own words.

Distinctive

DI08

Best practice

Provide a personalised experience

Provide a personalised experience based on user preferences and personal details when logged in, and user behaviours whether or not logged in.

Distinctive

DI06

Best practice

Don't act without permission

Respect users' personal space and autonomy by not forcing anything on them without permission (e.g. starting downloads without asking) or messaging them without explicit consent.

Distinctive

DI07

Best practice

State why personal data is captured and how its used

Tell users why information is being collected and how it will be used. Where possible, do this for every input field separately, not just a generic statement in the footer.

Supportive

SU05

Best practice

Comforting user control

Allow users to be in control of their progress -particularly for activities that require a lot of user involvement. Enable them to return and complete tasks later, explaining any implications before leaving the screen (e.g. time constraints). Save progress - or do so automatically. Let them reverse or undo actions they've carried out. If irreversible, (and only then), reconfirm information or actions with the user beforehand.

Supportive

SU08

Best practice

Forgive laziness

Make reasonable assumptions about what the user meant and don't force users to behave 'correctly' for the sake of it. Make their lives easier and allow them to take the path of least resistance when appropriate (eg. shortcuts, simplified journeys etc.). If they don't complete a process or action, remind them to complete it.

Supportive

SU11

Best practice

Guide form entry

Provide the right formatting to help users correctly populate forms quickly and intuitively, and relevant guidance if they go wrong. Allow inputs in many formats and try to interpret the user's intentions.

Supportive

SU06

Best practice

State user requirements upfront

State what is needed before a process or activity is started and how long it will take.

Supportive

SU09

Best practice

Provide context

Provide users with context so they can make sense of content, and respond appropriately. For example, use illustrations to visualise abstract concepts, use humanised data points (e.g. next Wednesday rather than a date), etc.

Supportive

SU07

Best practice

Keep people informed

Keep users updated on their progress when they are waiting for something to happen. Tell them what's going on and how to progress if they think the process has failed or is taking too long. Let them know if the next step should be taken by them, or us.

Supportive

SU10

Best practice

Be fresh and modern

Keep the design in line with the latest user behaviours and design trends, so it never feels stale and old-fashioned. If you feel the Zurich Design System needs something updated or added, suggest it to [insert email address here, e.g. digital@zurich.com].

Engaging

EN05

Uniquely Zurich

Keep the customer top priority

Reliable

RL01

Best practice

Visualise and illustrate

Use simple everyday language. Know when to be fun, friendly, humorous and conversational. Know when to be more empathetic, serious and efficient. But always avoid using complex jargon. Refer to the Zurich Tone of Voice (include a link).

Engaging

EN06

Uniquely Zurich

Be consistent

Reliable

RL02

Best practice

Communicate the value proposition

Engaging

EN07

Uniquely Zurich

Seamless updates

Reliable

RL03

Our UX Principles

The UX Principles Categories

Uniquely Zurich

Push the right boundaries​

Promote our sustainable efforts​​​

Make the boring interesting​

Offer sustainable options​​

Provide instant human support​

Be on their side​

Use social proof​​

Stir emotions​

Give and take​​​

Strike the right tone​

Exceed expectations​​

Keep the customer top priority​

Be consistent​

Seamless updates​

Best Practice

Remove the unnecessary

Make the complex simple​​

Confirm or correct user actions immediately​​

Differentiate public and private spaces​​​

Use sensible groupings​​​​​​

Break content into digestible chunks​

Demonstrate immediate value ​

Be inclusive​

Provide easy universal login and recovery​​​​

Let users search, sort, and filter.​​​​​​​

Properly orientate the user​

Give customers explanations​

Make it accessible​​

Match security protocols with risk​​​​​

Limit choice and action​

Keep it simple and similar​​​

Anticipate future needs​

Rely on recognition, not recall​

No dead ends​​​​

Prompt inconvenient actions at convenient times​​

Streamline the experience​​

Present similar options side-by-side​​​​​

PApply appropriate defaults​​​

Don't always reinvent the wheel​

Capture user feedback on their terms​​

Provide a personalised experience​

Don't act without permission​

State why personal data is captured and how its used​

Comforting user control​

Forgive laziness​​​​

Guide form entry​

State user requirements upfront​​

Provide context​​

Keep people informed​​​

Be fresh and modern​

Keep the customer top priority​

Visualise and illustrate​

Be consistent​

Communicate the value proposition​​

Seamless updates​

Bring these principles to life with the Zurich Design System

Push the right boundaries

Promote our sustainable efforts

Make the boring interesting

Offer sustainable options

Provide instant human support

Be on their side

Use social proof

Stir emotions

Give and take

Strike the right tone

Exceed expectations

Keep the customer top priority

Be consistent

Seamless updates

Make the complex simple

Confirm or correct user actions immediately

Differentiate public and private spaces

Use sensible groupings

Break content into digestible chunks

Demonstrate immediate value

Be inclusive

Provide easy universal login and recovery

Let users search, sort, and filter.

Properly orientate the user

Give customers explanations

Make it accessible

Match security protocols with risk

Limit choice and action

Keep it simple and similar

Anticipate future needs

Rely on recognition, not recall

No dead ends

Prompt inconvenient actions at convenient times

Streamline the experience

Present similar options side-by-side

PApply appropriate defaults

Don't always reinvent the wheel

Capture user feedback on their terms

Provide a personalised experience

Don't act without permission

State why personal data is captured and how its used

Comforting user control

Forgive laziness

Guide form entry

State user requirements upfront

Provide context

Keep people informed

Be fresh and modern

Keep the customer top priority

Visualise and illustrate

Be consistent

Communicate the value proposition

Seamless updates