The document discusses principles of design, beginning with understanding the purpose or "why" that inspires the work. It emphasizes focusing on fewer things but doing them better through simplicity, consistency in design, language and experience across platforms, and understanding users as human beings. Iterative testing with users and using real data is important to refine designs and address problems or pain points. The goal is to craft delightful experiences for users through clear, intuitive design.

1. Principles of Design
by Mark Jenkins

2. I’m Mark
I’m a UX & UI Designer

3. My passion lies in crafting
human experiences through
clear, simple and intuitive design

4. Design is about understanding,
communicating with
and mastering people

5. Design is more than just how
things are displayed visually

6. Design is a combination of how
things look, read, work and delight

7. start with WHY

8. start here

9. Do you know your ‘WHY’ ?

10. The purpose, cause, or
belief that inspires you
to do what you do?

11. Design is a
conversation

12. Ask yourself WHY you are
doing what you are doing
When you get there, you’ll have a
much clearer idea of your purpose

13. If you don’t know what
people’s needs are, then you
don’t know your WHY

14. If you don’t know your WHY,
you aren’t going to design
or build the right thing

15. Start with WHY and
the rest will follow

16. Less, but better

17. Don’t reinvent the wheel

18. Do fewer things, better

19. Become an essentialist and
focus on what gives the
highest level of value

20. Deliver smaller things, faster

21. Get feedback quicker

22. Be simple

23. It’s easy to make something complex
Simplifying the complex is difficult

24. Don’t complicate for
the sake of features

25. Mo’ features
Mo’ problems

26. Think about what you can remove
Ask yourself is it really necessary
(and test this with people)

27. Does it add anything
to the experience?

28. Does it cause more problems?

29. Be authentic

30. Don’t appear to be
BIGGER than you are

31. Be real

32. Be open and honest

33. Be consistent

34. Consistency is key to a
great user experience

35. Think about how people
interact with your business

36. Do they see the same thing?
Do they see something jarring?

37. They’re on a journey with you,
a conversation between you and them

38. Does the conversation flow freely
and make sense or does it stop
and start, with lots of questions?

39. Be consistent with language

40. Be consistent with your UI

41. Be consistent with your UX

42. Be consistent on different platforms

43. Does your marketing tell the same
story as your website or app?

44. Be human

45. We are all humans
Humans understand interaction
between each other
Lower the cognitive load by
talking in a humanised way

46. It’s easy for technology to be
confusing and we’re stopping the
conversation if we confuse people

47. Speak to someone like
they are a person
Understand that a human and
friendly design is better than a
unfriendly and robotic one

48. A delightful experience taps
into people’s emotions

49. We remember great experiences

50. We’ll keep going back
for a great experience

51. Use context

52. Context will define the
flow of the conversation

53. How do people find out about you?

54. How do they interact with you?

55. What time do you send your email?

56. Is your push notification useful?

57. Can you leverage time and location?

58. What do you know about the person
you’re communicating with?
(age, sex, location, interests)

59. Use data

60. Learn from real world behaviour

61. Go outside and speak to people

62. You won’t learn anything
by sitting indoors

63. Be inspired by the community

64. Use real data to help your design work

65. You can spend hours designing
the most perfect looking thing,
but if someone has a triple-
barrelled-surname then your
interface goes to shit

66. Missed that one, didn’t we?

67. Iterate

68. Failure isn’t failure

69. Don’t be afraid of it

70. Embrace and learn from it

71. Learn from the mistakes you have
made rather than the ones you haven’t

72. Talk to people
Test your ideas
Understand people’s pain points
Informed decisions
lead to better design

73. Don’t big bang release

74. Release small and often

75. Smaller chunks are easier to
break down and enable you to
make changes quickly

76. Move forwards and
do better things

77. Start with WHY
Less, but better
Be simple
Be consistent
Be human
Use context
Use data
Iterate

78. Thank you!
@markjenkins
www.theluckystrike.co.uk