We want to uncover better ways to build user-centered products and services. Our principles provide a framework which serves to align us with our goals and help us invest our time and money wisely. They are an essential but straightforward set of rules which guide us to better solutions.
We seek to understand their emotions, feelings and aspirations rather than making assumptions about what they want.
Every piece of functionality we add to the system should add value for our users.
We are aware that our solutions are assumptions unless tested with real users. We test hypotheses, learn and improve our ideas.
We encourage failure, embrace setbacks, and allow mistakes. We learn, iterate and grow from them.
The experiences we craft are obvious, transparent and inevitable. We go the extra mile to make the experience feel predictably inevitable.
We are consistent with our designs, the language we use on interfaces, our code and our data. We understand that consistency will make our design better, easier to use, and practically invisible.
We care about how our solutions look and feel. We make our work pleasant to look at, and a delight to interact with.
Everything we build should be accessible, responsive and inclusive. We sacrifice elegance over inclusiveness, readability and legibility.
We imbue ownership with reliability, clear privacy and control. We design experiences for the right type of ownership.
We embrace data-driven decision-making. We make sure analytics are built-in and always on.
We tackle problems together. We listen, we understand, and we encourage rather than force solutions. We learn from each other and understand the value of what we are building.
If we have found a way of doing something that works, we share it whenever we can instead of reinventing the wheel every time.
Design is an ongoing imperative. We listen to user feedback and make data-driven decisions to refine and improve our product.
Made in Switzerland especially for you by Niklaus Gerber - © 2017 unless otherwise noted. Supported by Peter Powell.