1. Respect everyone

   Create a personalised experience for every individual - whatever their needs, schedule and interests.
   

2. Love needs

   Design to the needs of your audience. Every innovation has to benefit or delight them.
   

3. Everywhere, always

   Consider every screen and where, when and why it might be used - from the armchair to the Arctic.
   

4. Drive discovery

   The journey’s as important as the destination. And if your user veers off in a new, exciting direction along the way, all the better.
   

5. Further together

   Upcycle existing designs. It’ll give you more time to innovate. And the greater consistency will encourage greater exploration of the BBC, Online.