it’s the end of the world as we knew it In the Future, Design Principles Won’t Be About Design

Are design principles still serving a purpose?

In the Future, Design Principles Won’t Be About Design

I recently decided to explore the world of corporate design principles. Seeing more and more teams adopt guidelines such as simplicity and consistency as part of their design language got me thinking.

What exactly are design principles? What are they for? Are they useful? How? What makes a good design principle?


In an attempt to answer those questions, I pored over the biggest collections of design principles on the internet [1][2], and came to the following conclusion: corporate design principles are a set of shared guidelines that reflect the core design values and vision of a company. They are meant to remind teams what kind of user experience they should be striving for, and help them make decisions. Here are some examples from some well-known brands:

In the Future, Design Principles Won’t Be About Design

You may have noticed that the companies above use the same guidelines. In fact, by digging deeper, I found that almost all companies use one or more of the following:

In the Future, Design Principles Won’t Be About Design

What’s interesting is that these rules don’t apply to a specific product in a specific market. They apply to almost all products in all markets.

Read all at


Designing for the 100%

‘Designing for everyone is designing for no-one’ is the admonition in design circles. But what do you do when you are legally or morally mandated do design for the widest possible audience? I discuss how my UX tools break down, and heuristics to go forward anyway.

Adobe: The Importance of Data in Design

The face of UX is changing. Just a few years ago product decisions were often based on a designer’s wants and intuition. Today, they’re more often based on feedback and information provided by users. In a world where analytics rules, design is becoming data-driven. Data forms the cornerstone of our product development process; it can quickly inform development priorities for enhanced user experience, improved user satisfaction and increased adoption rates.In order to keep up with the times, your designs need to be based on data. In this article, you’ll learn how to include data as a core component of your design process.Why do designers need data?Steve Jobs famously said, “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” So why not follow his advice, hire a top designer team and let them make all the decisions?There are a couple problems with this approach. First, Steve Jobs wasn’t a designer, he was an inventor. He was strongly focused on creating new product categories and revolutionary technologies. While his approach might be good for inventors, it’s hardly applicable to the regular product designers because when you create a new product in an existing product category, your users will have a great sense of what they want and need.This is the iPhone as it first appeared in 2007, laying the foundation for the modern smartphone.Second, even if you’ve hired the best designers in the world, they can’t predict what your users want simply because designers aren’t users(except of course if they’re designing a product for designers, but that’s a rare exception).In our industry, the gap in knowledge between a designer and user is huge, and it’s simply wrong to think that designers understand exactly what users want and need without any proper user research, or without any real testing or data.Thus, designers cannot make decisions based simply on what they think. Designers have to engage users to gain insights so they can effectively tailor user experiences.To build user-focused experiences, designers need to use a data-driven approach.Defining Data-Driven DesignData-driven design sounds like a great buzzword, but what does it really mean? Basically, data-driven design lets data drive many of the decisions made about design. The goal of data-driven design is to develop a better understanding of everyday experience.

Source: The Importance of Data in Design | Creative Cloud blog by Adobe

Your Brain Can Only Take So Much Focus

The ability to focus is an important driver of excellence. Focused techniques such as to-do lists, timetables, and calendar reminders all help people to stay on task.

Few would argue with that, and even if they did, there is evidence to support the idea that resisting distraction and staying present have benefits: practicing mindfulness for 10 minutes a day, for example, can enhance leadership effectiveness by helping you become more able to regulate your emotions and make sense of past experiences.

Yet as helpful as focus can be, there’s also a downside to focus as it is commonly viewed.The problem is that excessive focus exhausts the focus circuits in your brain. It can drain your energy and make you lose self-control. This energy drain can also make you more impulsive and less helpful. As a result, decisions are poorly thought-out, and you become less collaborative.

Read all: Your Brain Can Only Take So Much Focus

The seven tenets of human-centred design | Design Council

Design Council Spark has been turning bright ideas into brilliant products for over three years now. Since its inception Spark’s core belief has remained consistent: good design must be human-centred.  If it doesn’t work for all the people that come into contact with it, it hasn’t reached its goal.  From devices that reduce the pain of injecting insulin, help stop nosebleeds and lure babies to sleep, all of our Spark awardees have created products that serve all of the human beings that interact with it.Design consultant David Townson has spent his entire career developing products and services to make them work for people. Here he discusses the seven principles of human-centred design and how to make sure your idea meets the mark.  “All design should be human centred, it’s as simple as that. And I mean human-centred, not ‘user-centred’ or ‘user-friendly’, because users are human beings after all. But, more importantly, because being human-centred is not just about your user. Human-centred design takes into account every single human being that your design decisions impact on

Source: The seven tenets of human-centred design | Design Council