4 principles for great design

Focused design is characterized by being prioritized, accessible and respectful:

Prioritized

• We have clear user and business goals behind everything we design
• We create a clear hierarchy through use of colour, air and typography
• We remove information that isn't useful to the user's progress and understanding

Accessible

• We make sure the user can complete tasks without prior knowledge
• We use tips, advice and nudging to help the user make good choices for their situation
• We confirm progress, mistakes and success through alerts and animations

Respectful

• We use a clear and understandable language
• We group related topics, products and tasks
• We remove doubt by explaining difficult concepts in the right context
• We test usability by using realistic text content in our design

Recognisable design is both unique and consistent:

Consistent

• We adhere to Gjensidige's visual profile and tone of voice
• We reuse design elements and interaction principles across platforms and services
• We follow conventions that help the user recognize and complete common tasks

Unique

• We cultivate our unique character and expression, so that we distinguish ourselves from our competitors
• We stay informed on design trends and innovation across industries
• We use our design expertise to refine our use of our visual profile

Emphatic design means that we have to be involved, accessible and respectful:

Involved

• We learn about the user through interviews and user tests
• We make sure that text content and interactions reflect real user needs
• We provide tips and advice based on the user needs and preferences
• We use analytics tools that let the users express individual experiences and points of view

Accessible

• We design for everyone, and often go beyond the minimum requirements set out in laws and regulations
• We optimize our services to work on all relevant platforms
• We make sure that the user is able to complete all their tasks, throughout the customer journey

Respectful

• We comply with GDPR and other privacy laws and regulations
• We are honest about what we can deliver, as well as limitations and exceptions
• We respect the user's time by being open about processes and progress in our services

Continuous design is characterized by being data-driven, flexible and long term:

Data-driven

• We initiate and conduct user tests and other qualitative research
• We work closely with digital analysts and other professionals during the design process
• We make decisions based on both qualitative and quantitative data

Flexible

• We design "building blocks" that can be combined in different ways
• We create solutions that can be used by teams or projects other than our own
• We work in iterations and make continuous improvements

Long-term

• We use and support our design system
• We create solutions that are technically robust and support our overall strategies
• We build a strong professional environment by sharing inspiration, methodology and experience with each other