Content Design principles

1. Reduce overwhelm

Minimise cognitive load by making actions and instructions clear to make sure a person doesn’t feel overwhelmed when a decision needs to be made.

Content Design is about giving users the content they need, at the time they need it, in a way they expect.

How we deliver this: Use the language of the user. Only surface what is relevant in that moment.

Content Design is about giving users the content they need, at the time they need it, in a way they expect.

Anticipate the information people need, when they need it, to prevent errors and questions.

Create value-added moments – moments which lift the experience beyond a user’s expectation.

How we deliver this: Leverage the Virgin tone, dialled up and down given the context.

Familiar patterns, phrasing, capitalisation. Saving time for the user, and the business through better ways of working.

How we deliver this: Reuse patterns and key messaging to make sure users feel at home.

'Ease, empowerment and joy' are the three words that unify us all

Our user experience and visual design principles aren’t just about how it looks and feels, it’s about how it works

Our principles guide us on how to uncover meaningful insights and create experiences that delight our users