Guiding Principles

CREATIVE THINKING

  • Experimental
  • Holistic approach
  • Human centered
  • Radical collaboration
  • Pragmatic optimism

DECISION MAKING

  • Accountability – responsibility for my decisions
  • Courage – leading without fear of failure
  • Dignity – fair and ethical interactions with others
  • Integrity – ethical decisions
  • Passion – compelling enthusiasm for moving the ball forward
  • Prudence – clear decisions on resourcing
  • Resolve – firm determination

ARCHITECTURE & INTERACTIONS

  • Affordance (buttons are buttons, switches are switches)
  • Availability for support, contact
  • Be there, be quick & connect the dots
  • Consistency & brand cohesion
  • Control, trust & explorablity
  • Hierarchy of control
  • Error Prevention, detection & recovery
  • Helpful – encourages self help, allows for feedback loop
  • Functional minimalism
  • Match experience and expectation
  • Measure engagement
  • Reduce cognitive load

VISUAL DESIGN

  • Compositional Balance
  • Compositional Flow
  • Dominance and Focal Points
  • Gestalt Principles of Perception
  • Similarity and Contrast
  • Visual Hierarchy
  • Unity