Principles of product and service design
Thirteen principles for product and service design, covering user focus, iteration, accessibility, and continuous improvement.
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We focus on our user's needs
Start with understanding what users actually need, not what we assume they want.
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We add value and not features
Features without purpose add complexity. Every addition should solve a real problem.
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We test and iterate
Put work in front of users early and often. Learn from their behaviour and improve.
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We learn from failure
Mistakes are information. Analyse what went wrong and use it to do better.
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We are obvious
Clarity beats cleverness. Users shouldn’t have to guess how things work.
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We are consistent
Similar things should work similarly. Consistency reduces cognitive load.
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We make it usable and attractive
Good design is both functional and appealing. Neither alone is sufficient.
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We make it accessible and inclusive
Design for everyone, including those with different abilities and circumstances.
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We imbue ownership
Take responsibility for the work. Care about quality and outcomes.
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We design with data
Let evidence inform decisions. Measure what matters and act on what you learn.
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We collaborate
Good design emerges from diverse perspectives working together.
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We acknowledge that design never stops
Products are never finished. Continuous improvement is part of the work.