Published 14 Jul 2017
A simple but essential core set of rules to guide us towards better solutions.
We want to uncovering better ways for building user-centered products and services. Our principles provide a framework to align us with our goals and help us invest our time and money wisely. They are a simple but essential core set of rules to guide us towards better solutions.
We understand their emotions, feelings and aspirations rather than making assumptions on what they want.
Every piece of functionality we add to the system should add value for our users.
We are aware that our solutions are assumptions unless they are tested with real users. We test assumptions, learn and improve our ideas.
We encourage failure, embrace setbacks, and allow to make mistakes. We learn, iterate and grow from them.
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 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 care about how our solutions look and feel. We make our work pleasant to look at and a delight to interact with.
Everything we build should be accessible, responsive and inclusive. We sacrifice elegance over inclusiveness, readability and legibility.
We imbue ownership with reliability, clear privacy and control. We design experiences for the right type of ownership.
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.
If we have found a way of doing something that works, we share it whenever we can instead of reinventing the wheel every time.
Design is an ongoing imperative. We listen to user feedbacks and make data-driven decisions to refine and improve our product.