11. Good design is ethical. The product places the user’s interest at the center of its purpose. Any effort to influence the user’s agency or behavior is in the spirit of their own positive wellbeing, and the wellbeing of those around them.
Always always always know what hypothesis you are testing.
This means saying “no” more than “yes”, but never because it’s easier. Writing down hypotheses helps everyone on the team know what to test (and, importantly, what not to test).
Service desks have become the DMV of workplace software.