Start with user needs. Do research, analyse data, talk to users. Don’t make assumptions. Have empathy for users. Remember that what they ask for isn’t always what they need.
Do less. If something works, make it reusable and shareable instead of reinventing the wheel every time. Provide resources (like APIs) that others can use, and link to the work of others.
Design with data. Let data drive decision-making, not hunches or guesswork. Prototype and test with users, then iterate. Analytics should be built-in, always on, and easy to read.
Do the hard work to make it simple. Making something simple to use is hard - especially when the underlying systems are complex. Don’t take “It’s always been that way” for an answer.
Iterate. The best way to build good services is to start small and iterate wildly. Release minimum viable products early, test them with actual users, and make refinements based on feedback.
This is for everyone. Accessible design is good design. Everything we build should be as inclusive, legible and readable as possible. If we have to sacrifice elegance - so be it.
Understand context. We’re not designing for a screen, we’re designing for people. We need to think hard about the context in which they’re using our services. Where are they? How experienced are they?
Build services, not websites. A service is something that helps people to do something. Uncover user needs, and build the service that meets those needs. The digital world has to connect to the real world.
Be consistent, not uniform. Use the same language and the same design patterns wherever possible. This helps people get familiar. When this isn’t possible, make sure your approach is consistent.
Make things open. Share code, share designs, share ideas, share intentions, share failures. The more eyes the better things get.