M&S DIGITAL DESIGN PRINCIPLES
Like many agile teams, we use a set of principles to articulate our goals, encourage consistency and help us create an experience that is unique, owned and 100% M&S.
To coincide with the recent new brand introduction, it feels like an appropriate time to share ours.
We innovate through simple problem solving*
*i.e. we don’t innovate through bad uses of technology (simple solutions are usually best)
We innovate the customer experience through removing complexity from the shopping journey and using features and technology appropriately.
- Linear page flows
- Avoiding feature duplication
- Efficient task completion
- Design for user need, not fad or technology
We design Intuitive interfaces that follow established patterns*
*i.e. we don’t ‘break the rules’ for the sake of it
We follow proven patterns and metaphors to create an experience that our customers immediately understand and feel confident with.
- Benchmarking competitors and best practice
- Evolution not revolution
- Data driven
- Customer feels in control
We create a premium brand experience for all*
*i.e. we place importance on an elegant visual design
We design an interface that shows off our products and brand in the best possible way and that our customers can aspire to.
- Considered typography & iconography
- Appropriate tone of voice – simple, honest and friendly
- Rich imagery
We believe consistency leads to confidence*
*i.e. We don’t design device / platform specific experiences
Each principle is under-pinned through a consistent experience across all devices and applications.
- Consistent taxonomy
- Consistent navigation
- Consistent calls to action
We are supportive but not patronising*
*i.e. We anticipate our customer’s needs and offer an appropriate level of guidance
We support through simple design matched with clear signposting and contextual help.
- Anticipate user behaviour - trigger actions
- Timing of the message is critical
- Avoid wordy explanations where possible
Our principles are alive and evolving. Have a suggestion, or a comment? Please let us know.