Design principles

A set of principles underpins all our design decisions and guides us when we need to make hard choices. This set is a criteria for what makes good design at Bulb and all design patterns are evaluated against it.


We achieve simplicity by prioritizing direction over choice. Offer one thought-out optimal path to the member. In most situations, there is a best path, choice or solution. Do research and find out what it is. Do the hard work, so that our members don't have to. Examples:

  • One prominent call to action per screen. For example, in the move out process, it might have been useful to have multiple calls to action but we chose to display the most important one.
  • One email one message.
  • One question at a time in the Join journey, binary questions rather than multiple options.
  • Simple, consise and straightforward tone of voice.


Like a good children's toy, Bulb should be built for exploration. Anyone should be able to understand how it works without an instruction. You just try it out and see what happens. It's easy to undo and impossible to break. And when we say 'anyone' we mean it. The products and services we create should be accessible for all people, regardless of their mental or physical abilities. Examples:

  • Labels are specific to actions, so that they don't need additional instructions.
  • Chunky buttons and controls, large type, bold but simple colour choices, thick outlines, not bitty, components don't break at different screen sizes.
  • Robust reusable code.


Don't be afraid to have fun and experiment. But while you have a license to be silly, empathy for our members is everything. Let our personality show, but be serious when you need to be. Examples: Illustrations with humour, bold simple colours (one tone, flat, no gradients).

  • Using playful metaphors, such as animals in the annual energy report.
  • Using fun names in code, such as animal names in the typescale.
  • Personalizing Ui copy to member's specific circumstances.
  • Positive and friendly tone of voice.

Matthew James Cowlishaw, Matthew David Smith and Daniel Francis Butters, each Insolvency Practitioners of Teneo Restructuring Ltd, were appointed Joint Energy Administrators of Bulb Energy Limited on 24 November 2021. The affairs, business and property of the Company are managed by the Joint Energy Administrators. The Joint Energy Administrators act as agents of the Company and contract without personal liability.