Design Principles
Foundational principles that guide every design decision and ensure world-class user experiences
Core Design Principles
Six fundamental principles that guide all our design decisions
User-Centered Design
Every design decision should prioritize the user experience and accessibility
Implementation
- Conduct thorough user research and testing
- Design for diverse abilities and devices
- Prioritize intuitive navigation and interactions
- Validate designs with real users early and often
Practical Examples
- User journey mapping
- Accessibility audits
- Usability testing sessions
- Persona development
Performance First
Fast loading times and smooth interactions are non-negotiable
Implementation
- Optimize images and assets for web delivery
- Implement lazy loading and code splitting
- Monitor Core Web Vitals continuously
- Design with performance constraints in mind
Practical Examples
- Progressive image loading
- Critical CSS inlining
- Bundle size optimization
- CDN implementation
Accessibility by Design
Create inclusive experiences that work for everyone
Implementation
- Follow WCAG 2.1 AA guidelines
- Ensure proper color contrast ratios
- Provide alternative text and descriptions
- Support keyboard and screen reader navigation
Practical Examples
- Color contrast checking
- Keyboard navigation testing
- Screen reader compatibility
- Alternative input methods
Consistency & Cohesion
Maintain visual and functional harmony across all touchpoints
Implementation
- Establish and maintain design systems
- Use consistent spacing and typography
- Apply uniform interaction patterns
- Create reusable component libraries
Practical Examples
- Component documentation
- Style guide adherence
- Pattern libraries
- Design token systems
Emotional Connection
Build meaningful relationships between users and products
Implementation
- Craft thoughtful micro-interactions
- Use appropriate tone and personality
- Design for emotional states and contexts
- Create memorable brand experiences
Practical Examples
- Animation and transitions
- Brand voice guidelines
- Emotional design patterns
- User feedback systems
Scalable Architecture
Design systems that grow and adapt with business needs
Implementation
- Plan for future feature additions
- Create flexible component structures
- Design with maintainability in mind
- Establish clear design governance
Practical Examples
- Modular design systems
- Component versioning
- Design documentation
- Governance frameworks
Our Design Process
A systematic approach to creating exceptional user experiences
Discover
Research, understand, and define the problem space
Activities
- • User research
- • Stakeholder interviews
- • Competitive analysis
Define
Synthesize insights into clear design direction
Activities
- • Information architecture
- • User journey mapping
- • Feature prioritization
Design
Create and iterate on visual and interaction design
Activities
- • Wireframing
- • Prototyping
- • Visual design
Develop
Build and implement the designed experience
Activities
- • Component development
- • Responsive implementation
- • Performance optimization
Deploy
Launch and monitor the live experience
Activities
- • Deployment preparation
- • Launch coordination
- • Performance monitoring
Ready to Apply These Principles?
Explore our component library and style guides to see these principles in action