What is Design?

User Experience (UX) design and User Interface (UI) design are the dynamic duo shaping how users interact with digital products. UX design focuses on understanding the user's journey, ensuring seamless navigation and an overall delightful experience. UI design, on the other hand, is all about crafting the visual elements—the buttons, colours, and layouts—that make this journey both aesthetically pleasing and functional.

Imagine a house that's not only beautiful but also has everything you need exactly where it should be. That's what UX/UI design does for the digital spaces we love to explore.

The importance of design

Design isn't just about making things pretty; it's a strategic cornerstone of successful product development. A well-designed product not only captivates users but also drives business goals. Here's why design matters:

• Intuitive design increases conversion rates and revenue.
• Well-designed interfaces guide users through digital flows for efficient transactions.
• Considerate design nurtures user satisfaction, building lasting brand loyalty.
• Design thinking sparks innovation, setting products apart in the market.
• Thoughtful design anticipates user needs, preventing common errors and pitfalls.

Getting started with Design

Whether you're creating from scratch or enhancing an existing product, our Design System empowers you to focus on what matters most: delivering impactful, user-centered experiences.

Our approach to design

These core pillars serve as the guiding framework, steering the creative process towards a harmonious blend of aesthetics, functionality, and purpose. Keeping them in focus ensures that the design not only captivates visually but also stands robustly on the principles that define a compelling and meaningful user experience.

• Good design is valuable: Design that fixates on aesthetic and inclusion forgets its purpose.
• Good design is beautiful: Design that relies solely on data and accessibility lacks heart.
• Good design is inclusive: Design that focusses everything on itself alienates and excludes.

Creative direction

Direction to guide you in combining design principles, aesthetic, and functionality into a cohesive and unified design.

• Highlight moments: Use design to capture the journey. Keep it real and genuine.
• Use colour to orient: Use colour to guide their eye where it needs to be.
• Let things breath: Build with generous whitespace and don’t be afraid of scrolling.
• Create hierarchy: Build a solid and logical structure using size, shape and colour.
• Simplify: Strip away the clutter and remove whatever doesn’t add value.
• Be consistent: Protect the cohesiveness in all designs, products and platforms.

Design tools

Our design tools are selected to streamline collaboration and be tied to development as much as possible. The tools in this list help designers and developers work better together.

Figma Design Editor

Our primary design tool. Figma provides robust tools to help us design experiences across our guest journey. Create development-ready designs and prototypes. Libraries and stickers sheets are available, please reach out to your design contact for access.

Zeplin

Zeplin is our tool of choice to collaborate on designs with product teams, developers and stakeholders. It allows us to handoff designs with accurate specs, assets, code snippets. Access can be given upon request.