Start with the end-user and work backwards identifying where and how I can create products that fit user's lives.

Demonstrate the product's integrity by paying attention to details both in design and execution. When we do this, we not only give users a reason to believe in us, but we show that we value their choice to use our products and services.

Anticipate our users' needs and design for them. This means we understand what our end-users will need next, and we build solutions that delight them by helping them before they even expect it.

Inspire intuitive action by giving hints, feedback and visual cues that nudge our users in the right direction naturally and easily. By guiding them, we make our users feel more confident and overcome a natural resistance to change.

Earn the right to personalize the experience for the users by being clear about what we say and transparent about what we do. When we do this, we establish a relationship build on trust that grows over time and brings end-users more value with each interaction.

When you establish patterns that are consistent within an experience and familiar across contexts, you help our users do more with less effort each time. The result is the creation of an experience that is easy to use.

Define the primary function of our products in simple, user-centric terms so that our product evolves with a single focus and clear value that our users can understand. What enhances the primary functionality stays, and the rest goes.