Design Principles

George is personal

Money is one of the most personal things. So should be banking.

An illustration of a face

Put the user first

We always put the user first and design with empathy. We enable users to customize George based on their own needs and interests.

Human interaction

The application should feel human, accessible and smooth. We communicate like people, not robots. Text is formulated compactly and on-point, in a way that is easy to understand for a broad audience, like talking to a person.

George is simple

Banking can be complicated. Therefore, George emphasises simplicity, clarity and reliability when it comes to all its features.

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Keep it clear and familiar

We reduce cognitive load by thoughtful organization and Strong visual hierarchies. Design elements have to be be clear and purposeful to promote familiarity and predictability. The user should always feel in control and be able to make confident and well-informed decisions.

Use consistent patterns and language

TA consistent design language is especially paramount for George as an international banking service that runs on multiple devices, in multiple languages, for a wide variety of users. All our UI patterns, components and text should be consistent to build a holistic, cohesive experience.

George is intelligent

George uses smart technologies and innovations to react to individual situations, thereby empowering people to actively manage their financial life.

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Anticipate needs

We combine design, technology and intelligence into a comprehensive digital banking experience. We create an interface that guides the user to manage their finances fast and efficiently.

Rely on data

By collecting data we gain valuable and objective insight of our user’s behaviour and do not rely on educated guesses. By listening to our users through various forms of user tests and support feedback we are able to continously improve.

George is unique

George has a Strong personality and stands out in the crowd. The name and brand appearance demonstrates confidence, familarity and creativeness.

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Be bold

We experiment, we break things, we try new things. We also understand and recognize limitations in order to push forward.

High standards and quality

George looks and feels different from conventional online banking platforms. We challenge what’s established and aim to set new standards.