- We focus on our user's needs
- We add value and not features
- We test and iterate
- We learn from failure
- We are obvious
- We are consistent
- We make it usable and attractive
- We make it accessible and inclusive
- We imbue ownership
- We design with data
- We collaborate
- We make it shareable and reusable
- We acknowledge that design never stops
We focus on our user's needs
We understand their emotions, feelings and aspirations rather than making assumptions on what they want.
We add value and not features
Every piece of functionality we add to the system should add value for our users.
We test and iterate
We are aware that our solutions are assumptions unless they are tested with real users. We test assumptions, learn and improve our ideas.
We learn from failure
We encourage failure, embrace setbacks, and allow to make mistakes. We learn, iterate and grow from them.
We are obvious
The experiences we craft are obvious, transparent and inevitable. We go the extra mile to make the experience feel like the only way it could have been.
We are consistent
We are consistent with our designs, the language we use on interfaces, our code and our data. We understand that consistency will make our design better, easier to use, and practically invisible.
We make it usable and attractive
We care about how our solutions look and feel. We make our work pleasant to look at and a delight to interact with.
We make it accessible and inclusive
Everything we build should be accessible, responsive and inclusive. We sacrifice elegance over inclusiveness, readability and legibility.
We imbue ownership
We imbue ownership with reliability, clear privacy and control. We design experiences for the right type of ownership.
We design with data
We embrace data-driven decision-making. We make sure analytics are built-in and always on.
We tackle problems together. We listen, we understand and we encourage rather than force solutions. We learn from each other and understand the value of what we are building.
We make it shareable and reusable
If we have found a way of doing something that works, we share it whenever we can instead of reinventing the wheel every time.
We acknowledge that design never stops
Design is an ongoing imperative. We listen to user feedbacks and make data-driven decisions to refine and improve our product.