Brand Guide

Design Principles

We’ve written these so for every design problem we face, we have a uniform approach to solving problems.

Create Lesson

Enable expectation

At every step the user should know where they are, what action to take next, and how to take it. This means link text and button titles should be specific and concise.

Facilitate focus

This covers everything from the flow in accomplishing a task, to the supporting UI. We favour clarity, whether measured in how legible a sentence is, how crisp an icon renders, or removing clutter from the user's next step is, and our solutions should support this where possible.

Create benefits, not just features

Our job is to be the voice at the table for our users, and designing for what they need, not what we think they need. Challenge our own assumptions, talk to users as often as possible, and get feedback before designing. The sooner we can get an idea into someone's hands, the sooner we can understand their objections to it.

Measure impact of change

Before and after a design get's into production, it's important to understand what impact the solution has had. As everything we design should be solving a problem, it's our job to measure the effectiveness our solutions, and tweak accordingly. Designing with opinion alone is for fashion designers.

Lastly, Design with scale in mind

As a startup where what's “critical” to work on can change daily, this is a challenge, but we have to design for short and long. Avoid “quick-fix” UX debt by thinking how this problem sits within the platform, design something that solves the problem now, whilst leaving room to grow down the roadmap.