Design products that users love to use.

That are user-friendly and enjoyable to use. Make products that look nice and work well, with features people find easy to use and helpful. Use feedback from people to make sure products meet their needs, and focus on creating products that are dependable and give a great experience.

1. Simplify to gain scalability

Reduce. Simplify. Less is More. Use the principles of Dieter Rams as a basis to convey an understandable, usable and impactful User Experience.

2. Design fast. Time is the most valuable resource.

As the Stoics said "Memento Mori", applying this principle to design means avoiding users wasting their time, businesses not achieving their goals in time and technology investing a lot of effort in building what we design.

3. Clarity. Talk less, show more.

Listen more than talk. Observe more than speak. We have two eyes and two ears and one mouth for a reason. Understand what users need and how business can cover those needs through design.

4. Humans goes first.

HCD. Human Centered Design. It is important. Humans driven design, involving them as soon as possible in user tests and trials. Systems and technologies are at the service of the human, not the other way around.

5. Focus on what we can control.

What flows can we simplify? What repetitive tasks can be automated? How do we simplify technology? The simpler a design or system is, the less it tends to fail and the easier it is to maintain.