Our Design Principles
Knowing how and why we design informs what we design.
Our work is grounded in these principles:
Start with users
Watch them using tools. Chart their processes. Map their workflows. To solve the right problem, we must first study users' behavior and struggles.
Financial tools are rarely simple. But they can always be clear. With elegant craftsmanship, we create intuitive workflows that give users confidence in their actions.
Design is not just ornamental — it's a business differentiator. Clients will go where they feel most supported on their financial journeys.
Deliver value, not features
Pare it down. Get it out. Measure. Iterate. Sometimes, improvements to an existing design is the best product we can deliver.
Consistent, not creaky
Stick with existing patterns and components as much as possible, while constantly adapting to evolving needs. Always ask why things are the way they are and proactively seek better solutions.
The Goldman Sachs Design System
Customized for institutional finance, the Goldman Sachs design system is built for creating rich experiences. From color palettes and iconography to writing styles and pattern libraries, our design system is the source of logic for all of our digital products.
A New Face for the Firm
Take a tour of the design features of Goldman Sans, a custom typeface designed for the needs of digital finance.
Design thinking is at the heart of how we understand our clients' needs and bring creative insight to the products we build.
With all stakeholders—managers, engineers, designers, users— gathered together, we start with these questions:
- What are our users' goals?
- How do they achieve them now?
- How can we improve on that?
- What focused, meaningful product can we deliver that adds value to their experience?
We then draw from a toolset of best practices to solve the problems at hand.
It might be a half-day workshop to generate ideas or full-blown design sprints (often done in less than a week).
Together, we discover customer journeys and solutions before any code is developed or significant funding is required.
Our goal is a digital experience that truly does what our clients need it to do.
Using these methods, teams are empowered to share and evaluate their best ideas in open, collaborative ways, leading to better outcomes for our business and our clients.
The look, feel, and sound of Goldman Sachs express who we are. Our guidelines provide principles, technical specifications, and best practices to help colleagues and partners understand and enhance our brand.
We're passionate about helping clients make the best decisions. Join a growing team in a vibrant industry and design the next generation of financial tech.