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.
Increase confidence through clarity.
Within the application, and more broadly within teams, it is unambiguous what is happening and why.
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.
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.
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.
Be consistent and standard, and innovate when it’s worth it.
Users should feel like Asana is familiar, yet modern.