The best products are defined and designed by continuously interacting with the people who use them.

Communication across teams, organizations, and customers are essential to building the best products.

Designers who understand code make better products, and build better rapport with developers.

Magic happens when designers sweat the small stuff, especially when it’s unexpected.

You can dive right into designing a solution without research. It’s easy. But a solution without research is sure to be missing something... well, everything.

Based on the insights gathered from thoughtful research, a plan can be constructed. The plan will change as it always does, but starting with a plan based on research sets up the best outcome.

Early in a product’s life, sketches may be all that’s required to help test an idea. The design should be clear enough at each stage to appropriately prove the effectiveness of the solution. Early stage should be rough, late stage should be polished.

As soon as possible, prototypes should be tested with real users inside and outside the organization. They help uncover the need for further research, planning, iteration on design, and re-evaluation. And on and on the project goes.