# Good design is innovative
The best problems are new problems. Your thinking is not constrained or biased by the template you’re copying. The best solutions begin as radical ideas pared down using basic first principles.
# Good design makes a product useful
Deep understanding of the problem will reveal the key features for success. Build a functional prototype first, and quickly. Expand where function is increased. Trim the fat.
# Good design is aesthetic
All work is creative work. It must persuade and inspire. Care about alignment, balance, completeness, neatness.
# Good design makes a product understandable
Design clients have visions, our products translate. Bring clarity to ideas and display them naturally.
# Good design is unobtrusive
Design elements should only stick out by intent. Reduce the friction and strain.
# Good design is honest
Focus on minimum truths.
# Good design is long lasting
Bad design juts out and erodes with time. Good design is clear and speaks to all.
# Good design thorough down to the last detail
Work breadth-first across key design requirements for the minimum viable product. Refactor the design after adding a new full layer.
# Good design is environmentally friendly
Complicated design has too much fluff. Energy is lost at hard transitions. Good design avoids waste in material and flow.
# Good design is as little design as possible
The best part is no part. Be ruthless.