![](https://cdn.statically.io/img/3ds-ux-guidelines.emvco.com/wp-content/uploads/2020/06/gp-hero.png)
Guiding Principles
We want to help you deliver experiences that provide a feeling of comfort and trust to your customers. These guidelines are built around 4 key principles that impact customer trust.
![](https://cdn.statically.io/img/3ds-ux-guidelines.emvco.com/wp-content/uploads/2020/06/control.png)
Control
Customers need to feel in control when buying online. Removing control and introducing guesswork erodes trust.
- Clarify that the Issuer is asking the security questions.
- Ensure key information is present during the security challenge.
- Help users to complete key tasks, without removing independence.
![](https://cdn.statically.io/img/3ds-ux-guidelines.emvco.com/wp-content/uploads/2020/06/familiar.png)
Familiarity
Familiarity is the home of comfort. We want to unify the customer’s experience across platforms and devices.
- Use well-known design patterns.
- Ensure design, layout and zone ordering are consistent across all challenges and devices.
- Ensure language and terminology is consistent across platforms (e.g. merchant, bank challenge screens, authentication apps).
- Ensure transitions are seamless and behave as expected.
![](https://cdn.statically.io/img/3ds-ux-guidelines.emvco.com/wp-content/uploads/2020/06/efficiency.png)
Efficiency
Help customers move through the security process efficiently, whilst still making them feel secure using appropriate friction.
- Keep instructions concise, clear and informative.
- Avoid complex processes and aim to use only one primary action per screen.
- Use friction with care: too much or too little and users question what is happening.
![](https://cdn.statically.io/img/3ds-ux-guidelines.emvco.com/wp-content/uploads/2020/06/design-quality.png)
Design quality
As design quality degrades, so too does trust. Design is subjective but trust increased with the use of a professional white background.
- Merchants should minimise customisation.
- Amateur-looking pages will heighten concerns, especially for lesser-known brands.
- Minimise design quirks and inconsistencies.
- Match user interface preferences by supporting automatic switching between Light mode and Dark mode.