1. Clear and simple designs

   • Promote the brand aesthetic
     
   • Reduce complexity by constraining choices
     
   • Ensure customers can complete task on first attempt
     
   • Leverage usability heuristics
     

2. Respect our customers

   • Ensure decisions are informed by analytics and research
     
   • Designs should be accessible and usable to all
     
   • Don’t hide information that customers need to achieve their goals
     

3. Support the business

   • Balance business goals with customer needs
     
   • Design for scale
     

4. Be efficient

   • Design with consistency by leveraging TDS
     
   • Look for similar design patterns first
     
   • All designs need to work within the platform
     

5. Measure

   • Designs should have a measurable hypothesis
     
   • Leverage analytics
     
   • Test and iterate upon your designs
     

6. Mobile first

   • Design for small screens first before moving onto large screens
     
   • Through responsive and adaptive design, ensure experiences are great across multiple screen sizes
     

7. Seek the perspective of others

   • Collaborate by involving cross-functional team members
     
   • Ensure design is technically feasible and understand how it impacts performance
     
   • Share your ideas early and often to explore many different solutions and iterations
     

8. Think end-to-end

   • Experiences should move a customer towards their goal, leaving no dead ends
     
   • Support and enable multichannel experiences
     
   • Test the end-to-end experience to ensure continuity
     

9. Align with TELUS standards

   • Accessibility
     
   • Privacy & Security
     
   • Performance
     
   • Brand
     
   • Content