Walk in the user’s shoes
- Design for the problem. Don’t jump to a solution before understanding the user’s needs.
- Make it human. Design for people, not the system.
- Set aside assumptions. Make decisions based on research.
Nail the basics
- Keep it clean. Develop experiences that are visually simple and functionally strong.
- Create clear paths. Give users what they need when they need it.
- Make the complex simple. Provide relevant and intuitive interactions.
Sweat the details
- Craft frictionless interactions. Ensure errors are impossible and actions are reversible.
- Do the common uncommonly well. Make even mundane tasks delightful.
- Don’t stop with good enough. Finesse details to deliver the best possible experience.
Stay true to the brand
- Build trust. Keep interactions honest and transparent.
- Inspire confidence. Create actions that are intuitive and consistent.
- Provide support & guidance. Give users options but don’t overwhelm them.