Quality requires context

It is our job to learn what quality means to our users and collaborators, build consensus, and be mindful when our yardstick changes.

Design with intent

Good design is guided by understanding and purpose. Good design provides answers, and it is our job to ascertain the high-value questions and who they concern.

Rapid decision making

Time is valuable and the market moves quickly. Waiting for all the information can be costly. As designers, our instincts are our greatest instrument. We combine those instincts with an iterative approach to make decisions quickly, yet intelligently, with less information.

Productivity welcomes disagreement

Debate necessitates inspection, evaluation, and communication. The design process hinges on diverse perspectives. We invite the instigator and fight for every good idea, but most importantly, we recognize when we’re wrong.

Remove ego

Being real is always more valuable than being right. Visionary thinking inspires, but relying on vision absent observation and data collection is more often selfish. We design with your users, not apart from them.