1. Identify needs
The design of a digital service begins with the identification of the user’s needs. If we do not know what the user needs, the result will never be satisfactory. Good research, data analysis, interviewing users. We do not make assumptions. Have empathy with the users, and remember that what they ask for is not always what they need.
If we find a way that works, we re-use it and apply it to different projects instead of reinventing the wheel each time.
3. Make something complicated look simple
Making something look simple is easy. Making it simple is trickier, especially if it is a complex project, but that is what we are trying to do. We do not accept a “it has always has been done that way” for an answer.
4. Multiple iterations contribute to creating a fully integrated product
Start with something small and grow based on iterations. We feed on user tests, we go from alpha to beta by adding new features, deleting things that do not work and refining the product based on feedback. Iteration reduces the risk of major errors and allows small errors to be converted into lessons and improvements.
5. It has to be for everyone
A good design must be an accessible design. We create to solve needs, not to win prizes.
6. We create digital services, not web pages
We focus on helping our clients make useful projects, discovering user needs and providing a service that will solve those needs. Of course, the final appearance is that of a web but we are not here to create simple webs. We believe that the digital world has to connect with the real world, so we strive to think about all aspects of a service and make sure to add something that meets the needs of the user.
7. One for all at the time of programming
Because not all users navigate with the same device or operating system we will always design keeping the highest percentage of correct visualizations in mind, hence giving up some functionality that works well on some particular device.
8. Dispose of what is left
Less is more. Any activity that does not provide value to the client must be eliminated or minimized. We will always focus on reducing steps, rules and complications.
9. Measure the impact to focus the efforts
More and more companies understand the advantages of obtaining and analyzing data to guide and tune their projects. Our experience tells us that establishing key performance indicators (KPIs) before, during and after a digital project is vital to developing the best possible user experience while generating the best possible results for companies.
10. We are open to what is coming
Since this digital wheel is constantly spinning and will not stop doing so, it would be nice to finish with 10 principles. We will leave principle number 10 open for all of you to have a say.
If you have any suggestions, please let us know and we will add it to our list.