Start with the behavior
Before defining features, identify the action or behavior the product should support.
Approach
How we build.
We begin with a recognizable problem and the behavior required to solve it. The product follows from there.
Remove friction
The path to the main action should be short, legible, and understandable.
Design for the platform
An iPad interface should not simply be a larger iPhone interface.
Protect attention
Software should not compete with the thing the user is trying to accomplish.
Make privacy structural
Prefer architectures that minimize data before needing policies to explain excessive collection.
Make motion mean something
Animation should communicate state, progress, hierarchy, or completion — not exist for decoration.
Test real flows
Products should be tested as complete experiences, not just collections of screens.
Refine
Spacing, interaction, persistence, typography, accessibility, and responsive behavior determine whether a product feels finished.
Technology should support attention — not compete for it.