These are our guiding principles that ensure that we're doing the best design work possible.
Projects need to start with user research to help solve the problem set by the business. This may take the form of looking at usage data, conducting a round of usability testing, or interviewing users.
It is better to design to be useful than simply filling the screen with design. Sometimes, the less information there is on the page, the simpler and more intuitive the design. Content maybe easier to consumer over many pages that simply one.
Launching once and not returning misses any opportunity to learn and improve.
Each user is unique and we need to recognise that through the projects we deliver.
Uniformity can mean that designs lose impact. Having consistency by, for example, following design patterns, can build trust with users while being useful.
When things are open, such as this guide, it can be easily accessed, easily shared and quickly available.