1. Design is human

As designers, regardless of what we build or where we work we are always designing for people first. It is crucial to remember that at the end of our process whatever we make will be used by a person, and that end-user must be centered in how we design from start to finish.

2. Design is curious

To design is to always be learning new information. It means diving deep into a space, gathering research, distilling data, and always being ready to consider things through a new lens.

3. Design is direction

Design should always have a POV, even if it changes with time. The design team should be utilizing their knowledge of the user and domain space to develop hypotheses that drive product strategy. Good design should be thorough in its exploration and provide direction for stakeholders to utilize and opine on.

4. Design is collaborative

Working with others is foundational in design - whether that be other designers, engineers, product, leadership, internal stakeholders, clients, or end-users. Design can always learn from other disciplines, and vice versa - good solutions are the product of many eyes and different thoughts.

5. Design is inclusive

Design means doing the research, solving for all by solving for one, and keeping inclusivity & accessibility at the forefront of the process. As designers we should educate ourselves on all aspects of what it means for a product to be accessible, and recognize it is an ever-evolving area.

6. Design is problem solving

Each phase of design requires solving for something. Whether it is broadening the horizon to concept options or narrowing the scope to a solution, design means making decisions. The process may speed up or slow down depending on the problem to be solved, but it is design’s job to get the solution right.

7. Design is leadership

As designers, we should have ownership in product strategy - whether that is small or large depending on design’s maturity. Design should help drive the team forward, providing conviction and direction via our understanding of who we are solving for.

8. Design is impactful

The way things are designed influences the world around us. A table, a stoplight, an app, an experience - everything has a design, and that affects how people live their lives. Beyond that, design impacts the success of a product and thus a business. Designers should always keep in mind the impact of the things they help create.

9. Design is inspiring

Good design helps us as humans do the things we need to do in an easier way. Great design sparks joy, delivers a new experience, connects us with those around us, and even changes how we do things.

10. Design is the future

Being a designer doesn’t mean simply solving for today’s problems. Rather, we should be looking around corners, considering pain points that have yet to be answered, thinking about experiences that aren’t there yet. Design means solving for tomorrow’s problems too, and providing an envisioned roadmap for how we get there.