Design principles

Design principles are the overall values we apply to create our digital products. We need them for making decisions across teams and to provide overall consistency throughout our touchpoints. They also enable us to remove the need to debate simple tradeoffs. When designing, there are 4 principles we take into account.

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.