Build the right product

Products have to create an attraction for real people. Spend time on what matters.

Always add value

Value must be proven. More work, change, or progress can be good or bad, but value focuses on real metrics. It helps focus on what matters. Adding value does not require perfection and it insinuates there needs to be a clear increase in value that can be demonstrated at some level in the work.

Keep it simple

Users usually want something very simple. Power users can still benefit from simple features, and they might enjoy it better too!

Simplicity is complicated

There is always a danger when you simplify things which makes good simplicity hard to achieve. Simplicity which enhances usability is worth the effort. Complexity loses engagement.

Establish UX Reciprocity

Rely on patterns elsewhere for a mutual benefit. Everything that’s the same should be the same. Save users time by not making them relearn.

Marketing is a big deal

There is always a point in product development when marketing becomes the most important, it can truly make or break a product no matter how good.

Remember who you are

Don’t forget the past when adapting for the future. Don’t lose the essence of what made the business what it is today.

Work transparently

Early visibility is easier than late presentation.

Listen to others

As designers it is easy to think we have to come up with all the solutions. In reality we don't, most of our solutions will come from others and our job is often simply just to listen and ask the right questions. If we listen and are able to apply the best solutions we hear, we can almost guarantee the outcome to be successful.

Don't assume

Do research and build strong intuition. Builders don’t build a new house with top-bottom split doors just because it could be a nice feature somebody wants. Don’t build software that way either.

Meet expectations

Users are always benchmarking: faster, easier, cheaper, stronger, nicer, cooler, …. Users form expectations based on their experience with similar kinds of software. Those expectations influence a user’s response to software.

Be ethical

Putting users best interest first creates loyalty and trust.

Progress over correctness

Iterate to greatness. Balance business goals with craft by shipping continuous improvements and avoiding the perfection trap.— Vercel

Don't distract

Good design is invisible. Keep the user on track by removing friction. Every bit of friction is something in the way of the happy path and a return customer.

Pave the way

Innovation carves out its own path to create a competitive advantage.

Wear their shoes

No customer should feel like your first customer. Know the user experience, and refine it.

Prototyping is worth it

While a picture is worth a thousand words, a prototype is worth a thousand meetings— Kevin Grennan

Guide the user

Make decisions easy by removing choice when possible. Create structure and hierarchy. Provide visual feedback to actions users take and guide them to the next step.

Success can be measured

Beautiful interfaces are table stakes. Design for metrics that matter: conversion rates, AOV, retention, and long-term product sustainability.