Understand intent.
Start with what someone is trying to achieve and why it matters. Consider their circumstances, and make it easy to correct assumptions as their needs change.
Help people get started.
Give people a useful starting point grounded in what they’re trying to do. Help them make progress before they know exactly what to ask for.
Let people shape the outcome.
Keep results editable. Give people previews, comparisons and precise controls so their judgment stays part of the work.
Keep people oriented.
Show meaningful progress, what changed and what still needs a decision. Make the next step clear.
Respect attention.
Carry routine work forward. Interrupt when a decision needs someone’s judgment, and make clear why it matters.
Make recovery easy.
Preserve work, support changes in direction and make actions reversible wherever possible. Help people move forward when something goes wrong.
Be honest.
Make clear what’s proposed, what’s been attempted and what’s verified. Show uncertainty and limits where they affect someone’s decision.
Show information in context.
Present information where it helps someone understand, compare or decide. Make relationships clear, and preserve precision where it matters.
Shape how people feel.
Consider how the experience affects someone’s confidence, comfort and sense of control. Shape the interactions, language and feedback around the feeling you want to create.
Design for delight.
Bring care and character to everyday interactions. Make small moments satisfying, and consider how they feel after repeated use.
Deeply care and give a shit.