The following statements work as visionary guidelines. They build on the LMA brand statement and end-user goals, and define the user experience on service level. This is not a complete vision, but focuses specifically on the USE-part of the customer life cycle for the services LMA provides to end-users

They may seem obvious but in the middle of developing new services it can be easy to loose sight of the big picture, and that is when we turn to these statements to ensure that the services we design are aligned with our vision, and hence aligned with our brand statement and the goals of the end-user.