UX/UI Principles

A useful set of fundamental principles to help guide the design of HARTMANN digital products.

Helps. Cares. Protects.

Our brand framework is at the heart of our corporate strategy and explains who we are, what we strive for, and what differentiates us from everyone else in the market. We use it to make consistent brand decisions. This same framework informs our UX/UI principles as well.
A graphic that depicts HARTMANN's brand framework.

Principle #1: Empowering

Empowering users involves adopting a clear and consistent approach to content and design. This allows users to feel in control of the information and enhances their interactions with the product or service.

Clarity
Eliminate ambiguity. Enable users to see, understand, and act with confidence.

Consistency
Create familiarity and strengthen intuition by applying the same solution to each respective problem.

Outcome-driven
Prioritize delivering measurable and tangible benefits to the end-users and customers. Start by understanding customers' needs, preferences, and pain points.

Design methods

Below you’ll find some examples of how to demonstrate clarity and consistency in your design.

Offer relevant information
Offer expert information on today's medical challenges and assist users in building their knowledge about potential solutions.
Build a clear content structure and hierarchy
Create a visual hierarchy that matches the user’s needs. A clear content structure and information hierarchy emphasize what's essential for them and provide good flow through a topic. Related links let users dive deeper into a topic and support learning.
Provide context and orientation
Context sets the stage for a successful delivery. By communicating how everything interrelates, customers are much more likely to understand the importance of what they’re looking at. Provide signposts and cues for better orientation: Breadcrumbs inform users about their current location within the hierarchy of a website or application. Jump labels at the top of a page offer users an overview of the content contained on that page.
Make your design easy to learn
Create interface elements and navigation patterns are easily learned and predictable. Use Progressive Disclosure and present information in a progressive and layered manner, revealing details as users interact with the site. This approach helps prevent overwhelming users with too much information at once and allows them to learn at their own pace.
Include visuals for greater clarity
Add photos, infographics, data visualisation in order to support a message and aid understanding. Humans respond to visual data better than any other type of data. In fact, the human brain processes visual content 60,000 times faster than text.

Principle #2: Smart

Rigorous research into users’ needs along with innovative design and technology lets us build smart products that are relevant to our customers today.

Intelligence
Intelligently anticipate needs to help users achieve their goals better, smarter, and faster.

Grounded in data
Through user research, testing, and analytics, we gather data to uncover patterns and trends. This knowledge empowers us to iterate and improve designs, ultimately enhancing user satisfaction and engagement.

Design methods

Below you’ll find some examples of how to create smart design.

Be rigorous in your research
Use rigorous research into users’ needs and desires for every project you undertake. If you are focused on real customers, you can develop tools which are smart and helpful for them.
Test, test, test.
Testing and continuously improve our products for optimum user needs.
Provide evidence and be transparent
Back up your data with referenced sources, that way your build credibility, trust, and transparency.

Principle #3: Customer-centric

Customers are at the core of HARTMANN's business, and this principle extends to branding, communication, and UX design.

Approachable and human
Always communicate at eye level and be inclusive of everyone.

Reliable
Our users expect products they can trust. They want to rely on getting the right answer in any situation. Provide them with reassurance that they've made the right choice and offer advice when needed.

Design methods

How to create a design that reflects the human touch:

Be close to your audience
Strive to deeply understand your users, conducting thorough research into their lives and asking pertinent questions.
Communicate sincerely and at eye level
When writing, exhibit professionalism and expertise while avoiding jargon. Always use accessible language and provide clear explanations for technical terms.
Be engaging
Craft compelling stories that captivate your readers. In your communication place customers at the forefront. For instance, consider incorporating video interviews with medical experts or using documentary-style photography when depicting patients.
Provide contact options
Offer various channels for users to reach out, ask questions, or engage in direct conversation. HARTMANN is attentive and genuinely prioritizes their customers' needs.
Be authentic
Authentic and inclusive representations are crucial when featuring users and community members in photography. As a researcher and designer, strive to spend time in their environments and capture moments that truly represent their lives.
Appeal to multiple senses
Breathe life into your message by appealing to multiple senses. Digital products can offer interactive experiences, virtual showrooms can demonstrate specific use cases, and demo videos can vividly illustrate product usage and needs.
Be inclusive
Make sure your writing, design and underlying technology embrace inclusivity and adhere to accessibility standards.

For further information get in touch

HARTMANN Branding Support

Please email us at branding.support@hartmann.info