Asana's Design Principles
Design Principles should help the product team remain focused on a consistent vision of what makes our product experience unique. They should be specific enough to differentiate us from other products, reflect our values, and help us make decisions; but be broad enough to apply universally to our product.
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Allow users to focus on their work without interference.
A user’s focus should be in their control, only distract users with changes that are personally relevant.
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Increase confidence through clarity.
Within the application, and more broadly within teams, it is unambiguous what is happening and why.
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Foster productive and emotionally satisfying interpersonal dynamics.
Users feel like they are part of a team, where they can count on each other to do their part, and feel like they’re moving forward towards a common goal.
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Design for fast, effortless, and intentional interactions.
Simple and common tasks should be frictionless and obvious; complex tasks should feel efficient and delightful. But, speed should not lead to inaccuracies.
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Empower everyone through progressive discoverability.
Everyone at all levels of experience with Asana should feel like they know how to use the product, regardless of how many features they use.
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Be consistent and standard, and innovate when it’s worth it.
Users should feel like Asana is familiar, yet modern.