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Design Principles 
as a tool 
Gabriel Svennerberg Designed for Humans | www.meetod.com
Gabriel Svennerberg 
UX Designer 
Designed for Humans | www.meetod.se
Designed for Humans | www.meetod.com
Design Principles FTW 
www.designprinciplesftw.com 
A great resource to get inspiration from other people’s 
Designed for ...
What is a Design Principle? 
Designed for Humans | www.meetod.se
Design tenants 
Design mantras 
Designed for Humans | www.meetod.com 
Designprinciper 
Experience principles 
Design crite...
FOCUS ON FOCUS ON 
Properties The experience 
I’ve tried to categorize different kinds of principles in a 
matrix like thi...
FOCUS ON FOCUS ON Visibility of system 
Properties The experience 
status 
– 10 Usability Heuristics for User Interface De...
FOCUS ON Zero/low interaction FOCUS ON 
Properties The experience 
Designed for Humans | www.meetod.com 
Specific 
– Desig...
Focus on the 
experience, not on the 
function 
– UX Axioms by Erik Dahl 
FOCUS ON FOCUS ON 
Properties The experience 
De...
FOCUS ON Discover the UnexpecteFdOCUS ON 
Properties The experience 
Designed for Humans | www.meetod.com 
Specific 
– HTC...
FOCUS ON FOCUS ON 
Properties The experience 
You’ll find the most useful principles here 
Designed for Humans | www.meeto...
What are they good for? 
Designed for Humans | www.meetod.com
“Design 
principles are like 
a north star to 
help you sail the 
ship of design.” 
– Leah Buley 
Designed for Humans | ww...
Acts as Guard Rails 
Design Principles can act as guard rails to keep your design 
from getting completely derailed 
Desig...
Create a consistent 
experience 
Helping in creating a consistent experience is especially 
true when there’s a lot of peo...
How do you create 
your own? 
Designed for Humans | www.meetod.com
Headline: Short and memorable 
THE ANATOMY OF A DESIGN PRINCIPLE 
There’s always a next step 
The experience does not end....
Designed for Humans | www.meetod.com 
Tip 
• Base the principles on your research 
or the research of others 
• Create the...
How do you use them? 
Designed for Humans | www.meetod.com
Keep them alive 
They are no use just collection dust. Keep them accessible 
to team members, either in digital format or ...
Print posters an put up on strategic places or print a simple 
folder that team members kan keep at their desks. 
Från: UX...
Repeat, repeat, repeat 
Start every workshop or design meeting with a brief 
reiteration of the design principles. It keep...
Modify them as you go 
Just as our products evolve so must our principles. If a 
principle doesn’t work anymore, change it...
Create great design principles, get them into the team 
members minds and your job as a UX-designer or Product 
Owner will...
“These are my 
principles; if you 
don’t like them, I 
have others.” 
– Groucho Marx 
And remember: If you’re principles d...
Designed for Humans | www.meetod.com 
Thank you! 
Email gabriel@meetod.com 
Twitter @svennerberg 
Web www.meetod.com 
Phon...
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Design principles as a tool - UX Open 2014

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This is my presentation from UX Open 2014 translated to english. It's about using Design Principles as a tool to create better products and services.

In this version I've also added some additional annotations to the slides.

Published in: Software

Design principles as a tool - UX Open 2014

  1. 1. Design Principles as a tool Gabriel Svennerberg Designed for Humans | www.meetod.com
  2. 2. Gabriel Svennerberg UX Designer Designed for Humans | www.meetod.se
  3. 3. Designed for Humans | www.meetod.com
  4. 4. Design Principles FTW www.designprinciplesftw.com A great resource to get inspiration from other people’s Designed for Humans | www.meetod.com Design Principles
  5. 5. What is a Design Principle? Designed for Humans | www.meetod.se
  6. 6. Design tenants Design mantras Designed for Humans | www.meetod.com Designprinciper Experience principles Design criteria Experience attributes Design personality Heuristics There are a lot of different terms for Design Principles and no definite definition.
  7. 7. FOCUS ON FOCUS ON Properties The experience I’ve tried to categorize different kinds of principles in a matrix like this according to level of specificity and focus. Designed for Humans | www.meetod.com Specific General
  8. 8. FOCUS ON FOCUS ON Visibility of system Properties The experience status – 10 Usability Heuristics for User Interface Design Designed for Humans | www.meetod.com Specific General
  9. 9. FOCUS ON Zero/low interaction FOCUS ON Properties The experience Designed for Humans | www.meetod.com Specific – Design Principles for Android Wear General
  10. 10. Focus on the experience, not on the function – UX Axioms by Erik Dahl FOCUS ON FOCUS ON Properties The experience Designed for Humans | www.meetod.com Specific General
  11. 11. FOCUS ON Discover the UnexpecteFdOCUS ON Properties The experience Designed for Humans | www.meetod.com Specific – HTC Hero Principles General
  12. 12. FOCUS ON FOCUS ON Properties The experience You’ll find the most useful principles here Designed for Humans | www.meetod.com Specific General
  13. 13. What are they good for? Designed for Humans | www.meetod.com
  14. 14. “Design principles are like a north star to help you sail the ship of design.” – Leah Buley Designed for Humans | www.meetod.com
  15. 15. Acts as Guard Rails Design Principles can act as guard rails to keep your design from getting completely derailed Designed for Humans | www.meetod.com
  16. 16. Create a consistent experience Helping in creating a consistent experience is especially true when there’s a lot of people involved in the project Designed for Humans | www.meetod.com
  17. 17. How do you create your own? Designed for Humans | www.meetod.com
  18. 18. Headline: Short and memorable THE ANATOMY OF A DESIGN PRINCIPLE There’s always a next step The experience does not end. There is always a next step that the user can take to move on. A richer description of the principle Designed for Humans | www.meetod.com Exampels • Finish with a clear call-to-action • Link to deeper information • Suggest to contact someone • Display related information Sometimes some concrete examples of the implications can be useful
  19. 19. Designed for Humans | www.meetod.com Tip • Base the principles on your research or the research of others • Create them collaboratively They have a much greater impact with a shared ownership • Get inspiration from the principles of others For example from designprinciplesftw.com • 5-7 principles are sufficient Less and you risk not covering the primary parts of your product/service, more and they will be hard to remember
  20. 20. How do you use them? Designed for Humans | www.meetod.com
  21. 21. Keep them alive They are no use just collection dust. Keep them accessible to team members, either in digital format or in print. Designed for Humans | www.meetod.com
  22. 22. Print posters an put up on strategic places or print a simple folder that team members kan keep at their desks. Från: UX Team of One av Leah Buley
  23. 23. Repeat, repeat, repeat Start every workshop or design meeting with a brief reiteration of the design principles. It keeps them top of Designed for Humans | www.meetod.com mind.
  24. 24. Modify them as you go Just as our products evolve so must our principles. If a principle doesn’t work anymore, change it! Designed for Humans | www.meetod.com
  25. 25. Create great design principles, get them into the team members minds and your job as a UX-designer or Product Owner will be much easier. Designed for Humans Image: Simple Unicorn av Marc Clancy | www.meetod.com
  26. 26. “These are my principles; if you don’t like them, I have others.” – Groucho Marx And remember: If you’re principles doesn’t work the way you expect them, you can always create new ones. Designed for Humans | www.meetod.com
  27. 27. Designed for Humans | www.meetod.com Thank you! Email gabriel@meetod.com Twitter @svennerberg Web www.meetod.com Phone +46 (0)73-687 07 30

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