Affinity Design Principles

To establish a shared definition for great design at Affinity, we start at the foundation: our principles. Alive, Empowering, Progressive, Unified We crafted our principles to provide the lens through which all our design decisions are made — from brand and marketing to product design, from the smallest pixel to the largest project. By illuminating our design vision, […]

To establish a shared definition for great design at Affinity, we start at the foundation: our principles.

Alive, Empowering, Progressive, Unified

We crafted our principles to provide the lens through which all our design decisions are made — from brand and marketing to product design, from the smallest pixel to the largest project.

By illuminating our design vision, driving collective alignment, and ultimately delivering a better experience for our customers, we believe internalizing our principles lets us assertively move “great design” from the subjective to objective realm.

Alive

We bring data to life. Our work focuses on the evolving relationships our customers cultivate, helping them make sense of complexity and concentrate on the ones that matter.

Practical & actionable

How Alive creates value for…

Our craft
We create humanistic experiences that are personal, responsive, and stand up to the test of time. Our design feels as alive as the ever-growing networks we support.

Collaboration
We are unceasingly curious, never missing an opportunity to ask “why?” We stress-test ideas together and bring solutions to life through the collective efforts of product, design, and engineering.

The business
We stay competitive by adapting and evolving. We optimize for use cases that get the job done while building an agile product that scales across markets.

Our customers
We listen empathically to our customers at every step — discovery, validation, testing — to design products that fit intelligently into their life.

Tech industry
Our work reflects actual human relationships through the personal data customers share with us. Privacy and security are core values we uphold without compromise.

Empowering

We make our customers feel like they have superpowers. Simple and intuitive design paired with comprehensive and insightful data makes the unimaginable, possible.

Practical & actionable

How Empowering creates value for…

Our craft
We remove the guesswork in our product, messaging, and design. We’re proactive — not reactive — in delivering the best experience to our customers.

Collaboration
We bias towards action. Our confidence is fueled by data and evidence, giving everyone the agency to bring their best ideas to the table.

The business
Our design work is backed by AI-driven technology to push us ahead of the rest. We craft workflow tools and data insights to create unparalleled differentiation, powering the business for the long term.

Our customers
Our customers are always in control. We intuitively balance setting the proper defaults with flexible controls to supercharge their experience from the get-go.

Tech industry
We stand out — in the design world, in financial services, in the relationship management space — but share our best practices to contribute to the communities we shape.

Progressive

We are forward-thinking — always pushing to be ahead of the curve. We practice the rules of design but know when to break them to imagine new futures.

Practical & actionable

How Progressive creates value for…

Our craft
We know design never ends. We always begin by making our existing work better but aren’t afraid to start fresh and dream big when the opportunity is right.

Collaboration
We show up as playmakers. We push each other to elevate our skills and aren’t afraid to expand our expertise in all areas of the business to get the job done.

The business
Progress isn’t purely additive. We constantly evaluate what’s working and what’s not to eliminate bloat and double down on what really moves the needle.

Our customers
Our customers are the true agents of change. We take their feedback wholeheartedly to drive constant improvements and deliver on our customer-first promise.

Tech industry
We understand there are different ways of making progress, from evolution to revolution. We’ll make a splash in a sea of blandness, but know that patience and persistence are key to leading industry change.

Unified

We take a “One Affinity” approach to all that we do. By sharing our collective skillsets and backgrounds under a single design team, we create a uniquely cohesive brand and product experience.

Practical & actionable

How Unified creates value for…

Our craft
Affinity works everywhere. We leverage best practices to design for scale, and know how to solve nuanced problems without losing sight of the bigger picture.

Collaboration
We sign our names under the final product as equal partners across our functions, breaking down silos to celebrate the work we put into the world together.

The business
Design is the interface between the business and the world. We are trusted in the market for the consistent design language shared across product and brand.

Our customers
Affinity is built as a single system, so our customers experience every touch point in a familiar, supportive, and complementary way.

Tech industry
We harness the power of design and technology to present a united Affinity to the world. Everything we release is unmistakingly Affinity.


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Source: Affinity