The Big Four
These principles are sorted by level of importance.
The user experience is at the forefront of all of our designs. To stay true to our brand, let the Big Four guide you on your design journey.
Eliminate ambiguity. Enable people to see, understand, and act with confidence.
Streamline and optimize workflows. Intelligently anticipate needs to help people work better, smarter, and faster.
Create familiarity and strengthen intuition by applying the same solution to the same problem. Consistency builds trust.
Demonstrate respect for people’s time and attention through thoughtful and elegant craftsmanship.