Category : Flowing The 57 UX Principles are grouped under 6 categories (Straightforward/Flowing/Engaging/Distinctive/Supportive/Reliable). Each category describes an aspect of the Zurich User Experience.

Segmentation : Best Practice The Zurich Guidelines are divided into two categories: Uniquely Zurich (principles that are inspired by current projects and initiatives within Zurich and aim to push the user experience further) and Best Practice (principles that cover basic, yet essential guidelines to deliver a good UX experience).

UX Principle number : FL09 The UX Principle number is unique to each principle. It can be used for referencing, listing, etc..

Applicable if you are designing:

Screen A single view or page within a digital product or application.

Product A tangible or digital offering that is designed and developed to fulfill specific user needs or solve problems.

Journey A path or series of steps that a user takes when interacting with a product or service to reach a goal/complete a task.

Ecosystem It refers to the broader context and interconnections surrounding a product or service. It involves the various touchpoints, channels, and interactions that users have with the product, as well as the supporting infrastructure, technologies, and external factors that influence the overall user experience.

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Example

 

What good looks like

 

SAS airline preselects the round trip option for customers' search as it is the most popular option.​

FL09 good 1

What bad looks like

On GOV.UK, when users enter their date of birth it doesn't automatically jump between DD/MM/YYYY fields.​

FL09 bad 1

ZDS Components related to this UX Principle

Contact us if:

  • You would like to add good and bad examples related to this principle.

  • You have some suggestions regarding the UX principle itself.

  • You would like to add some UX principles.

Email to cx@zurich.com.