Category : Straightforward 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 : ST11 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.
Example
What good looks like
With Google, users can access all the google products using the same login details and stay logged in. They can seamlessly access all their products at any time. It also provides an easy 2FA.
Microsoft offers you different ways to log in: biometrics, password etc. If the biometric doesn't work, you can easily recover using the other options.
For 3 years already, WeChat offers voiceprint log-in, just like with the fingerprint, voice log-in replaces lengthy password.
What bad looks like
When you try to log into Starwood Preferred Guests' Guest Loyalty Program via multiple devices you must answer security questions every time. Security questions like Starwood's can frustrate customers.
All the categories
Straightforward
Fulfill fundamental user needs information is displayed in a clear and structured way, only showing what is necessary.
Flowing
Anticipate user behaviours and help users move through journeys.
.webp?iar=0&w=1600)
Distinctive
Offer a distinctive Zurich experience and promotes sustainable behaviours.
Supportive
Follow brand guidelines, presents up-to-date information and be transparent with customers.
Engaging
Present relevant content in a visually appealing and intriguing way.
Reliable
Follow brand guidelines, presents up-to-date information and be transparent with customers.
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.