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.