Digital Product Design Principles
Wouter de Bres
1.94K33

Experience Design (XD) Team’s Principles

Our team worked closely last year to define our approach to design. After reading Wouter de Bres post Digital Product Design Principles, we saw some similarities with our own ideas, so we were inspired to share our Principles with Medium too.

Our XD Principles define how we work with the business to create a user centred design approach to our digital services.

1. Understand Our Users

We understand that user engagement is key to the success of Perform’s digital services and business objectives. We should know who they are and understand their needs thoroughly. By consistent user research we can build this understanding. Remember, we are not the user and should never make assumptions.

2. Design With Insight

In most cases, we’re not starting with a blank canvas. People are already using our services. We can learn from real world behavior and use our ever-growing user insight as the starting point to any new or existing experience, and continue this into the build and development process — prototyping and testing with real users.

3. Beginning To End To Beginning Again

We contribute to innovation from the start. Inclusion half way through product definition or once key user decisions are made doesn’t allow us to create user centric experiences. By valuing the lifecycle of a product experience, we ensure we’re involved from inception to launch and then on future iterations.

4. Driven By Emotional & Statistical Outcomes

We monitor, iterate and improve. Taking ownership of gathering regular user feedback and analytical insight to gauge successes and failures, we’re better placed to make informed decisions. By testing early and continuously we can keep refining and improving user experiences.

5. Inclusive Collaboration

We work collaboratively as a team to deliver the consistency and standards we strive towards. We believe that designing an experience should not be a solo exercise. Using Agile Design, we involve specialists from non-design disciplines to assist with delivering the product vision.

6. Pride In Our Craftsmanship

We push forward the finer details in our creative and don’t compromise on the small things. Because it’s those that can define an experience or design. Where possible do less, better, rather than focusing on everything. And that attention to detail should stem from the way we organise our work, building standards from the foundation.

7. Be XD Ambassadors

We have a responsibility to ensure that usability and design standards are maintained and given the importance they need within the business. Being open and vocal about what we do and the impact of doing so will help Perform understand why User Centred Design is so important to it’s future digital growth. And being confident to be heard when our design and usability standards are compromised.

8. Consistent Yet Adaptable

We work efficiently to meet the fast-paced and changeable nature of Perform. Wherever possible we should use the same language and common components, but when that isn’t possible our approach should still be be consistent, yet tailored to different user and product needs. We then look to innovate on top of that standardisation.

9. Continuous Professional Improvement

We know that successful products are born out of understanding and knowing the industry. The responsibility is on us to research and improve collectively and individually whenever possible.


Experience Design (XD)Team are the internal design department for Perform Group. Why not say hello? We’d love to hear your thoughts on or Principles. Were on Twitter @_XDStudio. Examples of our work can be fount on Bēhance XD-Studio.

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