Design principles
These principles were developed for Mastercard by our own design experts. They are meant to capture the considerations we believe will drive design excellence. Although these principles are meant for designers, they can be used by anyone who cares about creating a great customer experience through design. They can also be used to evaluate the quality and effectiveness of the work as it's being developed.
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Start with human needs
Everything we create should reflect our understanding of people. From mindsets and behaviors to unmet needs, great design reflects an emotional and functional purpose based on real observations and insights. -
Focus on what matters
When we ask too much of a design, it falls under the weight of too many ideas. Always ask yourself, what's most important to the person who will be encountering this thing. And if you don't know, go and find out.
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Do the work to uncomplicate
You have to go deep to make something simple. Take the time to understand the problem or dig deep into the surrounding system. The more you know, the easier it will be to arrive at the most elegant solution. -
Allow time for iteration
The first round is for obvious ideas. The second round makes them better. The third and fourth rounds will make them great. Great design doesn't happen without room for exploration and iteration. (This is a special note to those managing design work.) -
Have an emotional intent
The experience of great design is often measured by one's emotional response to it. Know what you're aiming to elicit at the outset and never forget to find moments for surprise and delight.
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Bring a human touch
It seems obvious, but this is essential to our brand identity. By developing genuine empathy for the people you're reaching, you'll find better ways to connect. -
Know the brand
Every creative choice reflects who we are as a company and brand. Be sure that you know and understand the brand identity and design system and can intuitively spot when it's not coming through. -
Dress appropriately
No, it's not about the black t-shirt, it's about making decisions that are right for the context. If you're delivering a sales presentation, you're going to dress and behave differently than you would for a soccer match. The same goes for design.
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Create feedback loops
It might seem clear and simple to you, but would the user agree? Build in time for testing and feedback in the process of design, not just when the work is done. -
Look at the end-to-end journey
Everything we create will be encountered as one of many touch points or interactions by a customer or consumer. Ensure that the design fits in to the customer and brand experience ecosystem in which it lives.