Category : Supportive 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 : SU08 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
NatWest's pension site allows users to save and exit but explains before the user leaves by when the application needs to be completed.
GOV.UK allows users to save and continue or save and return to the visa application later which accommodates for unexpected daily situations customers may go through.
Instagram allows users to delete, archive a post, or change the description once it is published. This gives a greater level of personalised user experience.
Santander asks the customer to confirm twice if they are okay to proceed with the bank transfer as this is irreversible. This demonstrates a significant level of customer care from the brand.
Google uses Snackbars to undo actions through an archive depository. This allows users to avoid making mistakes.
Apple confirms document deletion when it cannot be undone. This allows customers to make a more considered decision.
EasyJet asks users to confirm their passport number to ensure they input the right information and avoid them having to pay extra fees in case of a typing mistake.
What bad looks like
Lloyd’s Bank 'Share dealing' account application does not provide an option to save your progress which doesn’t account for different customer needs.
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.
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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:
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You would like to add good and bad examples related to this principle.
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You have some suggestions regarding the UX principle itself.
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You would like to add some UX principles.
Email to cx@zurich.com.