Our Principles Help Guide Us…

We pride ourselves on aligning our values closely to the output of our work. Our design principles outline our core beliefs and we constantly refer back to our principles to make sure we‘re making the right decisions.

1. We sweat the details.

Design will ultimately decide if we succeed or fail as a business. As Charles and Ray Eames once said, “The details are not the details. They make the design.” This quote is remarkably accurate in the context of our competitive market.

We believe that scrutinizing the little details leads us to a perceptibly higher degree of craftsmanship and quality.

2. We make it delightful.

We should always be looking for ways to make a task or a decision easier, even delightful. Those ways don’t just appear in the project scope on their own — it’s our job to add them and keep pushing until we get to something delightful.

3. We make it familiar.

For most tasks, people shouldn’t need to read documentation to understand how to do it. We’re building a cross-functional product that every person across the organization should feel comfortable using.

As Alan Cooper wrote, “Software should behave like a considerate human being.” So we keep it simple, consistent, and familiar.

4. We find elegant solutions to every problem.

Solving 100% of the problem often means you end up over-designing and introducing unnecessary complexity. We consider solving 80%, 50%, or even 0% of the problem.

As John Maeda wrote, “The best solution is the one that creates the fewest new problems.” We take a step, measure, learn, rinse and repeat.

Be sure to check out our Design Site to learn more about who we are and what we do.