The 12 Design Principles

The twelve principles we design, build and coach by, each with a one-line explanation.

Twelve ways we work.

Empathise, Blend, and Camouflage.
Start from people's real lives, and make the solution fit in so naturally they hardly notice it.
Find the Right Problems to Solve, and Design the Solutions Right, the First Time.
Validate the problem before spending a ringgit on the solution.
Strive for Imperfection and Impermanence.
Ship something small, learn fast, expect it to change.
Treat Challenges as Puzzles.
The best (and most fun) part of a puzzle is solving it.
Design should be Simpler, not the Simplest.
Remove friction, not the nuance people actually need.
Do the Hardest and Messiest Work First, to Make it Better, Simpler, and Autonomous.
Untangle the back office so the front stays simple.
Do not reinvent the Wheel, Make the Wheel Better.
Reuse what works; design once, use many.
Design with MVADPs (Minimum Viable and Actionable Data Points).
Collect only the data you'll act on, and protect the rest.
Anything Worth Doing is Worth Doing 'em Well.
Craft is a form of respect.
To go Fast, you need to go Slow.
A slow, clear start makes for a fast, confident build.
Services don't work without Content & Context.
Plain words, right moment, right place.
Go Kind and Soft on the Person, Go Hard and Firm on the Challenge, Go Amazing and Seamless on the Idea.
Be gentle with people, firm with the problem, and ambitious with the idea.