Contextual
Considering the passenger’s context, such as their device and location, helps create a relevant experience and usable products.
Inclusive
We build for the broadest audience possible. Consider factors such as language, ability, gender identity, age, race, and other factors that make us all different.
Simple & efficient
We create familiar, intuitive, easy-to-absorb, and simple-to-use solutions. We are efficient in helping our passengers achieve their goals promptly.
Consistent
Elements and behaviour should be as consistent as possible so our users know what to expect and can continue their flow in an effortless way. Our users should also know where they are at all times, regardless of their device or stage of a flow.