Elegant simplicity

We focus on giving you the things you need to achieve your goals. We give you simple tools that do powerful things in a way that goes beyond graceful and refined - it just works.

Structured

Our layout is logical, clear and intuitive.

Group content logically
Make sure content follows web copywriting best practices
Make sure page structure is independent to presentation
Reuse components where possible - write once, present everywhere
Create recognisable interaction patterns - if it does the same thing, it should look and behave in the same way

Removing friction

We make everything as simple and efficient as possible, so you can focus on reaching your goal. Minimum input, maximum return.

Build things that deliver maximum return in exchange for minimum effort – we want to show users that simple actions lead to powerful outcomes
Only use the words you need. If you can say it in two words, use two words – you don’t need to say any more
Tolerate errors, but avoid them where possible
Build feedback into the interface wherever it is needed and avoid modal windows where possible

Focussed on delivering relevant value

We understand your needs, and deliver value accordingly.

Design for the probable and support the possible - focus on primary content, but give alternative options, as well as access to secondary actions
Respond to specific user needs and support specific behaviours that satisfy them
Increase capability through solutions that are powerful and easy to understand

Balancing form and function

Our products are executed with grace and refinement, but they also serve a purpose.

Use aesthetics to enhance, not distract. For instance, use images for information, not just decoration
Create smooth, fluid interactions that make the site a pleasure to use
Deliver design details that unexpectedly delight
Make sure that every digital product looks professional, well-crafted, and part of the Which? family

Balancing form and function: With the TV screen size tool, we’ve built a simple tool that’s not only powerful - it looks good too.

"I think a beautiful product that doesn't work very well is ugly"

Jonny Ive

Simplicity vs features

"The argument is not between adding features and simplicity, between adding capability and usability. The real issue is about design: designing things that have the power required for the job while maintaining understandability, the feeling of control, and the pleasure of accomplishment."

Don Norman

"...the love of truth, simplicity of expression and attention to detail - is at the heart of both the Which? Magazine and our core values"

Eirlys Roberts Foundations