What makes a product experience unforgettable? The kind that scales effortlessly, delights instinctively, and earns a permanent spot in your users’ lives?
Every team, company, and customer ecosystem is different, so treat the following as waypoints, not commandments. Remix them. Bend them. Build on them. What matters most is staying in service of your customers.
First, a quick note: “Design principles” come in many forms. Universal Design Principles, Inclusive Design Principles, NN Groups Usability Heuristics, and even UX Principles, including Cognitive Accessibility. All valuable, but here’s a more human take -- one focused on what separates good from great.
Here’s what I believe makes a product truly stellar:
Customer-Centric
Great products are built with people, not just for them. The most iconic teams are deeply obsessed with their users, to the point where accessibility, inclusion, and ethical design become reflexes, not checkboxes. Customer obsession isn’t just good practice—it’s your strategic advantage.
Great products are built with people, not just for them. The most iconic teams are deeply obsessed with their users, to the point where accessibility, inclusion, and ethical design become reflexes, not checkboxes. Customer obsession isn’t just good practice—it’s your strategic advantage.
Modern and Emotive
Technology should feel like a superpower, not a chore. The best UX experiences strike a balance between swagger and soul—confident, delightful, and warm. When users feel something real, your product becomes unforgettable. The future deserves a little wonder.
Technology should feel like a superpower, not a chore. The best UX experiences strike a balance between swagger and soul—confident, delightful, and warm. When users feel something real, your product becomes unforgettable. The future deserves a little wonder.
Intuitive and Useful
The best design whispers, "I’ve got you.” No friction, no guesswork, no reading the manual twice. As Steve Krug famously said, “Don’t make me think.” Familiar patterns foster trust. If someone struggles to use your product, the burden’s on the design, not the user.
The best design whispers, "I’ve got you.” No friction, no guesswork, no reading the manual twice. As Steve Krug famously said, “Don’t make me think.” Familiar patterns foster trust. If someone struggles to use your product, the burden’s on the design, not the user.
Accurate and Predictable
People don’t bet on uncertainty. Especially in B2B and enterprise, consistency and precision matter as much as delight. If your product isn’t reliable, users won’t rely on it. Trust is earned through accuracy, and once broken, it is tough to regain.
People don’t bet on uncertainty. Especially in B2B and enterprise, consistency and precision matter as much as delight. If your product isn’t reliable, users won’t rely on it. Trust is earned through accuracy, and once broken, it is tough to regain.
There’s no universal recipe for stellar UX—but when in doubt, let these principles steer the way.