Inspiration<\/h2>\n\n\n\n![\"\"\/](\"https:\/\/lh6.googleusercontent.com\/xZDlzjnd6AOGGOTxMkMmbH864XqfF7WHbjvUczw1zkqjoFICyqW5Rnzsh4BN-0gJl4kdmS4BH5s88I3p6NayRLJ3oZilU5cJLv-HiycZd447f8GVaC1Y9zESe6WndNfEM64PlnQ\")
Dieter Rams (Photo: Abisag T\u00fcllmann).<\/figcaption><\/figure>\n\n\n\nDesign principles are not new. Dieter Rams\u2019 famous 10 principles of good design<\/a>, formulated during the seventies, were useful not only to his team at Braun but also as a teaching tool and a personal message to the outside world about what he believed led to better-designed products. Needless to say, this list has become such timeless advice that it now hangs on walls of designers who build all types of products around the world, both in physical and digital media.<\/p>\n\n\n\nMore recently, Facebook’s design team has also published its set of seven principles<\/a>. The similarities and contrasts between Rams’ and Facebook’s principles show the value behind the exercise. The clarity of a simple list <\/strong>allows both employees and outsiders to empathize with the challenges designers face in each case. <\/p>\n\n\n\nFor Dieter, the challenge was to ensure his client’s consumer goods followed a particular order, harmony and economy of production. For Facebook, the list serves as a practical baseline of what a global app with billions of users needs: accessibility, speed, consistency and adaptability to any cultural background or technology. <\/p>\n\n\n\n
The list goes on: Google<\/a>, Asana<\/a>, Microsoft<\/a>, and even the UK Government<\/a> have invested in defining guidelines for maintaining high standards in their designs. By looking at these and other lists, we’ve realized that the process of discussing and writing principles could have a lot of value in itself, regardless of the result. This is one of the reasons why we decided to give it a try. <\/p>\n\n\n\n![\"\"\/](\"https:\/\/lh4.googleusercontent.com\/eV6j0lchk5sU0PGNyEkhUKYWeNHWgKPXZEiDNHWgC9YY0Y_9RtOtwmcD1EpRVVMU5_33ImM6zPrras6I9V_yJtKc9xMN63qdhjpwQMe98nZ1nLEWjMcD-vtgVQJv67QYqLZqFks\")
<\/figure>\n\n\n\nThe goals behind writing our design principles<\/h2>\n\n\n\n
Here are some other reasons why we believed in writing a list of principles:<\/p>\n\n\n\n
Align our practice with the company\u2019s values<\/h3>\n\n\n\n
Corporate values are a vital tool to keep the company’s direction consistent. However, they don’t always translate directly to design, and it’s not always clear how to make design decisions based on them. Having a separate but aligned list of design principles allows us to keep in touch with the core values while making consistent technical decisions.<\/p>\n\n\n\n
Establish the team’s shared vision<\/h3>\n\n\n\n
The list helps the design team keep a com<\/a>m<\/a>on ground<\/a> of what we believe good design is for Nubank as a product<\/em>, regardless of individual opinions, skills, interests, and backgrounds. Also, writing something down collectively was, in itself, an invaluable exercise of team bonding and exchanging of ideas.<\/p>\n\n\n\nCommunication<\/h3>\n\n\n\n
Similarly to Rams, we felt the need to communicate to other non-design teams what design is, how it can best serve the company’s goals, and how to assess if a project decision will lead to good or poor design. A list of principles shares a lot of the same benefits as personas. There’s a lot of value in having something you can present, point to, and bring to meetings whenever needed.<\/p>\n\n\n\n
Empowerment<\/h3>\n\n\n\n
We try to treat our principles as “lines on the sand” we’ll not cross, as professionals. By having them, we keep a reminder that we have the right to question demands, especially when they come in a way we think could be prejudicial or unethical for our profession or team. We do, for example, challenge requests that misunderstand the design team for an internal agency or “polish factory.”<\/p>\n\n\n\n
Critique<\/h3>\n\n\n\n
As a team, principles help us reflect on more solid, logical arguments when giving feedback<\/strong> to a colleague’s work in a way that is not only based on personal opinions. They also serve as a checklist that we can use to assess a project’s health and direction, both during the process and after the results are out. <\/p>\n\n\n\nEnough context for now. Let’s get to the list.<\/p>\n\n\n\n
Our principles<\/h2>\n\n\n\n1. Start early<\/h3>\n\n\n\n
Start designing as soon as possible, and deeply understand the reason why. Being involved in early strategic decisions allows for rapid experimentation and innovation.<\/p>\n\n\n\n![\"\"\/](\"https:\/\/lh5.googleusercontent.com\/imikTejq5OLz8iUv1X6VRjLAReTKyN0M6RQlnMjErmP7RftV5Yo7HJLwc_tlUkCPz0WO7rUC9tr6AZEg9XdBtSjt5CTccrdL4mvoZBR5qomAjicluiaY9gyso2YVh2Luv8CWQmY\")
Start early: qualitative research at the very beginning of a project.<\/figcaption><\/figure>\n\n\n\n2. Co-create<\/h3>\n\n\n\n
Design principles are not new. Dieter Rams\u2019 famous 10 principles of good design<\/a>, formulated during the seventies, were useful not only to his team at Braun but also as a teaching tool and a personal message to the outside world about what he believed led to better-designed products. Needless to say, this list has become such timeless advice that it now hangs on walls of designers who build all types of products around the world, both in physical and digital media.<\/p>\n\n\n\n More recently, Facebook’s design team has also published its set of seven principles<\/a>. The similarities and contrasts between Rams’ and Facebook’s principles show the value behind the exercise. The clarity of a simple list <\/strong>allows both employees and outsiders to empathize with the challenges designers face in each case. <\/p>\n\n\n\n For Dieter, the challenge was to ensure his client’s consumer goods followed a particular order, harmony and economy of production. For Facebook, the list serves as a practical baseline of what a global app with billions of users needs: accessibility, speed, consistency and adaptability to any cultural background or technology. <\/p>\n\n\n\n The list goes on: Google<\/a>, Asana<\/a>, Microsoft<\/a>, and even the UK Government<\/a> have invested in defining guidelines for maintaining high standards in their designs. By looking at these and other lists, we’ve realized that the process of discussing and writing principles could have a lot of value in itself, regardless of the result. This is one of the reasons why we decided to give it a try. <\/p>\n\n\n\n Here are some other reasons why we believed in writing a list of principles:<\/p>\n\n\n\n Corporate values are a vital tool to keep the company’s direction consistent. However, they don’t always translate directly to design, and it’s not always clear how to make design decisions based on them. Having a separate but aligned list of design principles allows us to keep in touch with the core values while making consistent technical decisions.<\/p>\n\n\n\n The list helps the design team keep a com<\/a>m<\/a>on ground<\/a> of what we believe good design is for Nubank as a product<\/em>, regardless of individual opinions, skills, interests, and backgrounds. Also, writing something down collectively was, in itself, an invaluable exercise of team bonding and exchanging of ideas.<\/p>\n\n\n\n Similarly to Rams, we felt the need to communicate to other non-design teams what design is, how it can best serve the company’s goals, and how to assess if a project decision will lead to good or poor design. A list of principles shares a lot of the same benefits as personas. There’s a lot of value in having something you can present, point to, and bring to meetings whenever needed.<\/p>\n\n\n\n We try to treat our principles as “lines on the sand” we’ll not cross, as professionals. By having them, we keep a reminder that we have the right to question demands, especially when they come in a way we think could be prejudicial or unethical for our profession or team. We do, for example, challenge requests that misunderstand the design team for an internal agency or “polish factory.”<\/p>\n\n\n\n As a team, principles help us reflect on more solid, logical arguments when giving feedback<\/strong> to a colleague’s work in a way that is not only based on personal opinions. They also serve as a checklist that we can use to assess a project’s health and direction, both during the process and after the results are out. <\/p>\n\n\n\n Enough context for now. Let’s get to the list.<\/p>\n\n\n\n Start designing as soon as possible, and deeply understand the reason why. Being involved in early strategic decisions allows for rapid experimentation and innovation.<\/p>\n\n\n\nThe goals behind writing our design principles<\/h2>\n\n\n\n
Align our practice with the company\u2019s values<\/h3>\n\n\n\n
Establish the team’s shared vision<\/h3>\n\n\n\n
Communication<\/h3>\n\n\n\n
Empowerment<\/h3>\n\n\n\n
Critique<\/h3>\n\n\n\n
Our principles<\/h2>\n\n\n\n
1. Start early<\/h3>\n\n\n\n
2. Co-create<\/h3>\n\n\n\n
![\"\"\/](\"https:\/\/lh3.googleusercontent.com\/_NpAkvqX_OnvdgIBXFZC7Lj_tKGBs5Z25mpDG9Fi0Dq2gJeWER-z0uUBnp6vo1Dbs_rFrqW_DPDqzqiL7UOcbq9wx_10XbaoA4_vH_l3CsvbT0-M6rUMXv2VQy_XE_nLUxSamVE\")
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