Everoad Design Principles Framework

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At Everoad, we have grown super fast in a few months, from 7 folks (1 designer and 6 developers) in the tech team to 22 people (product managers, designers, engineers).

When you scale that fast, preserving branding and user experience quality of your product is a real challenge.

That’s why we decided to define our design principles, using a framework inspired by Jessie Chen’s article: Why design principles shape stronger products.

If you too, are wondering how to align your product/tech/design teams, then I strongly recommend that you to start with design principles.

Here are inspiring resources, incl. the workshop’s framework we followed.


Here is their design principles definition:

Design Principles are a tool for creating a better, more consistent experience for your users. They are high level principles that guide the detailed design decisions you make as you’re working on a project. There are essentially two kinds of them. Universal and Specific.

But if you just list your design principles, how would you prioritize it? Depending on the project you’re working on, the experience you are designing, its context or final users, which of your design principle should you follow first?

Still inspired by Jessi Chen’s article, we decided to go beyond simply listing our design principles, by sorting them in a hierarchy of needs, as the Maslow Pyramid.

Design Principles workshop


  • 1 facilitator
  • 7 participants maximum
    It can be a brand as a UX designer, a product manager, a content writer, a developer… anyone having an impact on the final user experience.


  • 1 dedicated room
  • Pens & sticky notes
  • Whiteboard


  • Avoid inviting to many people (the more you are, the harder the workshop will be)
  • Keep an eye on timing (the facilitator should also be time keeper)
  • Avoid endless debates (the facilitator is allow to cut any debates at anytime, if not, your 90 minutes will become an afternoon and your workshop could becomes a torture)

A few days before the workshop:

Part 1 | Ideation - 50min

  • 10 min: Individual proposals
    Each participant lists design principles proposal.
    1 sticky note = 1 proposal
    Quality of proposals is more important than quantity
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  • 10 min: Presentation
    Each participant put his/her proposals on a wall, and share it with the group, one by one.
  • 15 min: Clusterization
    The facilitator clusterize all proposals by themes with team insights
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  • 10 min: Vote
    Each participant votes with stickers for 5 proposals.
    This step will avoid endless debates, but it is not a democratic exercice. It doesn’t mean the proposal having the higher number of stickers is the most important. But it proves that its is super important for many participants, which will be helpful for the second part of the workshop.

BREAK 10min

Part 2 | Priorisation - 30min

  • 15min: Prioritization
    The group discuss about the design principles hierachy of needs, and the facilitator reports it on a Maslow Pyramid
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After the workshop

Print them on wall. Put them on new employee onboarding routine. Make sure they are stored on your centralized documentation. Designers should know them by heart. It’s up to you to use it as a daily tool on any project.

It will help you to provide consistency and quality on any user experience you design.

Everoad design principles

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Here are the results of our workshop:

1 | We are freight expert

2 | We simplify user’s life

3 | We design a lean & scalable system

4 | We focus on clarity and accessibility

5 | Beauty is not an option

That’s it! I hope this article has been helpful. If so, please, clap & share.

And let us know if you try our framework or follow another methodology.

And if you want to work with an amazing team, where design is centric, and users are an obsession, join us.


Building a purely digital & frictionless Freight matching…

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