Published 22 Aug 2014
These are the aligning principles for Asana - a product that enables teamwork without email.
Stephanie Hornung, who's a UX designer at Asana, published an interesting article on Medium where she explains why and how they developed these principles. A great read to get the background as well as insights in one way of creating design principles for a product.
Also check out Developing our design principles on the Asana blog.
A user’s focus should be in their control, only distract users with changes that are personally relevant.
Within the application, and more broadly within teams, it is unambiguous what is happening and why.
Users feel like they are part of a team, where they can count on each other to do their part, and feel like they’re moving forward towards a common goal.
Simple and common tasks should be frictionless and obvious; complex tasks should feel efficient and delightful. But, speed should not lead to inaccuracies.
Everyone at all levels of experience with Asana should feel like they know how to use the product, regardless of how many features they use.
Users should feel like Asana is familiar, yet modern.