Principles
User needs
We do: learn what users are looking for through user research and testing and we emphasise on directly engaging with the users during the design process to ensure that their needs are met.
We don’t: design on an island, making assumptions of what the users need.
Accessible, inclusive design
Removing all barriers from all users – not just the ones with limited ability/disability. This encompasses various aspects of design such as language, colour schemes, usability and user control.
Consistency
We aim to design products that are consistent with other products that people use or have used in the past. In this way, users learn how to use a product faster and more easily. We stick to standard patterns for most things and resist the temptation to introduce something unusual or new without a good reason.
Hierarchy
To help users find their way through a product easily. we consider:
- information architecture – how content is organised and
- the way we prioritise product attributes. Functionality > Reliability > Usability > Proficiency > Creativity
Giving the user control
We want users to have control over where they are in the product and what they’re doing. Users are able to backpedal or recover from errors easily. To achieve this, we provide helpful information and intuitive controls in order to avoid surprising or unexpected outcomes.
Requiring confirmation
Preventing user error is key. When a user accidentally performs an irreversible action like deleting an item or makes an unintended payment, their experience falls apart. To prevent this, we ask them to confirm an important or irreversible action.
Context
While designing, we take the users’ context into account. Location, circumstances, the time available to the them, their emotional state, the device they are using, the people who influence their actions and so on.
All these factors help us understand the users’ behaviour. Once we have an insight into this, we can prepare a design that maximises their experience.
Plain language
We avoid technical terms and opt for simple language. We use words in our design that are closest to the user’s thoughts.
a) Who and why: what do they need to achieve with this communication?
b) Expression: tone, sentence length and choice of words that an 8-year-old can understand.
c) Put simply: clear and consistent words to reduce ambiguity.
Interactive
Digital design should be interactive by nature. So, when a user clicks or taps on something, they need a response to understand that the command has been received. Feedback like this essential for communication between humans and machines.
Example: The clicked icon may change in appearance, vibrate and so on.
Less is more
The aim of this principle is to reduce the operational and cognitive load of the users. We emphasize simplicity over clutter or overcrowded design.
Remember, simple is beautiful
