Sportsbet User-Centred Design Principles

Having principles is a vital part of delivering a cohesive high quality experience. Customers often don’t see that you have them, but they notice if you don’t. As a team the DRUX at Sportsbet has had these since we formed, but we updated and simplified these a little while ago. They are now fairly solid.

There are many different principles out there and many great designers will tell you what their top ones are. It is possible to think up new ones (and sell some books on them) but why not just stand on the shoulders of giants by reusing the good ones out there?

Selecting a manageable number of principles is important, as there needs to be enough to have depth and not too many to overwhelm. We landed on 9.

There are many great design principles that weren’t right for what we as an organisation need at the moment. The ones we chose were the ones that would keep us on the right track, help move the experience in the right direction and transcend trends.

Our User-Centred Design Principles are:
Less is more,
Talk to real punters,
Create the entire experience,
Make it easy,
Listen to the data,
Understand context,
Make it accessible,
Make it work everywhere,
Don’t #@!% with the customer (thanks to Atlassian for that last one!)

Over the next 9 posts I’ll dig into each of these.