SWAN

Our design work is grounded in the problems we solve for our customers – mostly small businesses – and our creator community. Through research and customer insights, we develop a thorough and empathetic view of the challenges our customers face. Then, we validate that work through testing and conversations with actual small business owners.

Design is a core part of the Vista mission, so design credibility is essential. We show that small businesses don’t have to sacrifice cost or independence to elevate their brand. Through our work, we demonstrate what exceptional design looks like, and earn trust through our commitment to high quality.

We believe there’s something remarkable about each of our customers and about every small business. In addition, we know they all face unique challenges – especially our creator community. We meet our customers where they are, with the information they need, and never create fatigue in decision-making or task completion. We communicate clearly and effectively in ways our customers and creator community understand.

We guide our customers to successful outcomes. We do that – in part – by making it clear what the next best action is for our users in the context of their journeys and workflows. Also, by simplifying complex experiences while surfacing relevant and actionable recommendations.

We know that for our customers, growing a business requires tremendous commitment. Wherever possible, we empower through fun. We design for control, accessibility and aesthetics in an experience that brings efficiency and joy to the humans who use our products.

Our Vista journey – to become the expert design and marketing partner for small businesses – has just begun. The UX + Design team will help lead the way. To build a strong design community and culture, we share what we learn from our research, experiments, tests and critiques. In this way, we help empower our teammates, customers and our community of creators.