The principles

1. Be simple, easy to use, and guiding
   • Establish a familial resemblance. Drive consistency and integration in the experience to keep the journey seamless, familiar, and harmonious.
   • Maintain user context by staying in place. Prioritize in-line or modal viewing and editing over new views or context-switching.
   • Guide the user where appropriate. Help users understand what to expect through progress charting and First Time Use tips. Provide useful views that guide toward common tasks.

   Supporting Characteristics

   • Reduce cognitive burden
   • Helpful
   • Guiding
   • Consistent
   • One SBG
   • Clear
   • Clean
   • Simple
   • Functional
2. Design for the customer and instill confidence
   • Be trustworthy and helpful. Auto-fill commonly requested information for the customer and provide insights to help users improve their business financials.
   • Imbue confidence. Avoid re-inventing the wheel; rely on familiar conventions when introducing users to new tasks. Don’t leave the user hanging; provide dynamic feedback where possible.

   Supporting Characteristics

   • Confident
   • Approachable
   • Trustworthy
   • Soothing
   • Friendly
   • Warming
3. Establish modern and iconic ownable moments
   • Define a standard personality. Apply consistently across the Harmony suite of apps to provide unity and cohesion.
   • Celebrate unique tasks. Create ownable interactions and visual expressions that are a familial extension of the design language.
   • Project a voice. Define consistent use of voice to inject fun into the user experience.
   • Define ownable visualizations. Use visualizations to compliment data, channel personality and provide stickiness in the experience.

   Supporting Characteristics

   • Clean
   • Typographic
   • Crafted
   • Differentiated
   • Unique
   • Capitalizes on Intuit Blue
   • Fun
   • Whimsical
   • Tactile
4. Celebrate data while respecting user and device context
   • Be smart and appropriate for the task at hand. Use progressive disclosure of data and information, provide real-time feedback, and simplify required steps in task flows.
   • Understand the broader contexts of use. Minimize chrome and embellishments; design for user customization and personalization where appropriate.

   Supporting Characteristics

   • Data is King
   • Context is Queen
   • Content over chrome
   • Insightful
   • Customized
   • Personalized