Interface design

By Marita Purins and Kate MacDonald

Good design makes good business sense. Getting it right contributes to increased productivity, attracting more customers and greater customer retention to name a few.

Reflect the brand intent

Consistent brand experiences for our target customers increase familiarity, brand integrity and value so ensure designs apply the digital brand as defined in the GEL. The digital brands were created in considered alignment with of the above the line brands and the breadth of user interfaces across our digital landscape. The greatest value the GEL can offer is re-use and consistency. Don’t waste effort reworking the simple stuff. We’ve taken away the need to rethink buttons, icons and other lower value design decisions so that you have more time to focus on creating more innovative experiences for our customers. Re-using existing elements also increases consistency of our brand experiences across many interfaces.

Always start with customer task completion in mind

Whether your project is focussed on servicing our existing customers, or providing product information to our potential customers. It’s important to understand the customer’s tasks and make sure that focus on one doesn’t break the other.

We also need to acknowledge the complexity of the need or task to understand what can be completed via the digital channel and where a smooth transition to an alternative channel must be designed for.

Support the customer to control their experience

Give customers the control over their experience. Content and way-finding to content must support different customer intents (modes of behaviour) and allow the customer to switch in and out of these intents over time. Latency between need recognition to action response must also be considered - a customer’s mode of behaviour will change over time as they learn more about their need and possible solutions.

Customer intents to consider in design:

  • I know what I want (transactor)
  • I want to work out what’s best (self-service researcher)
  • I need guidance (guided researcher)
  • I need to find out about/do something with my current product/service (existing customer)

Progressive disclosure

This is the practice of telling the customer what they need to know as they need to know it. It’s usually demonstrated by minimising the amount of information displayed on screen until the user selects to see the information.

Make it simple

Finance can be complex, so don’t make customers have to think about how to complete a task, make sure it’s intuitive so that they can focus on understanding the content and their relationship to it. The experiences we design for our customers should be easy to find, use and learn. Usability is important so make sure it’s baked into the experience and interface design.

“If you think good design is expensive you should look at the cost of bad design.” Dr Ralph Speth ~ CEO Jaguar

listen to the experts

there’s a wealth of information available

You can start with the principles that we’ve put together but to understand more ways of achieving a better outcome for your interface designs, there are plenty of smart people who have created their own lists. Here’s a couple.