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Principles of product and service design

A simple but essential core set of rules to guide us towards better solutions.

  1. We focus on our user's needs

  2. We add value and not features

  3. We test and iterate

  4. We learn from failure

  5. We are obvious

  6. We are consistent

  7. We make it usable and attractive

  8. We make it accessible and inclusive

  9. We imbue ownership

  10. We design with data

  11. We collaborate

  12. We make it shareable and reusable

  13. We acknowledge that design never stops