Change for good

I believe passionately in good ideas and great design, but it is my fundamental belief that the design is not more important than the experience but rather just an aspect of it. Yeah I know there are a bunch of people who disagree, as is their right, but somewhere in the middle of these two poles is a steady equilibrium that is defined by the user.

The key to this process is the user, we are not saying don’t try new things and don’t be creative, we are stressing that you test things before you do, test those ideas with users, you’ll be amazed at the outcome.

There are tons of tools out there that test and measure UX, but none of them are as empirical as contact with the user. Personas, Schemas, Journeys, Prototyping are all only as strong as the users they portray or test.

Don’t design for evil

Be wary of unintentional user errors, not only are they bad for UX, but these can often be perceived as intentional, and squeeze you into the “design for evil” box. Hiding aways critical information, prices, or charges, using design to hide relevant or pertinent information. Live for transparency in your design, make sure people don’t have to hunt for trust, give them good solid reasons why you are reputable.

A perfect example of design for evil is small print, often unnecessarily complex, too small to read, it’s almost like people go out of their way to hide intention and escape clauses in these demonic reams of information.

Be progressive, think good, make sure the foundation of your business and your presence is ethical, in the information revolution bad guys are being killed fast, and positive steps are what could separate you from the pack.

Design for the user

Good design is about having a conversation with the user, hopefully one full of pleasant experiences, they are there for a reason, you need to make it as easy as possible for them to get what they’re after and a simple as possible to interact with it. Those experiences are what will bring a user back time and time again.


Always consider, consider outcomes, impressions, exposure, enlightenment, keep consideration for the user foremost in your mind.

They’re killing my babies…

You need to be able to remain objective, accept criticism and follow the story that your user tests are telling you, accomodate change especially for good, and be prepared to back yourself up with data. They can argue with your ideas, but they can’t argue with fact.

Love your design, but don’t fall in love with your design.