A design credo

This is what I believe.

I believe in doing the hard work up front so the rest is easy.


I believe it is impossible to design a great product whilst in a bubble.

I beleive in using reliable and recent data to inform our decisions.


I believe each problem can have many solutions.

I believe one of these solutions will be the most optimal.

I believe the measure of optimal depends on the goals you’re trying to achieve with what you’re making.


I believe art is subjective.

I believe design is not.

I believe in focus. Focus on the what you’re actually trying to achieve and do them really well.


I believe design has the power to make the world a better place.


I believe in building products which put people before profits.

I believe designers have a moral obligation to do this as this will make the world a better place.