Company Design Principles4:50 with May Kim
In addition to universal design principles, it’s important to have design principles that are unique and specific to your company/organization. We’ll learn about the value of having company design principles, why they are important, the process of creating them, and how to apply them. We’ll also get started with our course project.
Defining Design Principles:
In addition to universal design principles, it's important for 0:00 companies to have design principles that are unique and specific to the company. 0:04 They serve as a guide for the brand, and they define the key characteristics 0:09 of a product to both users, and to those creating the product. 0:13 Having company design principles also provides a foundation for 0:17 the company's design system, and 0:20 having a consistent vision of the product across the entire organization. 0:22 It establishes the success criteria that each design project 0:27 can be measured against. 0:31 Most importantly, it can help create a consistent and purposeful experience for 0:33 users. 0:37 Many companies have established and 0:39 published design principles that are unique to them. 0:41 Let's look at some examples. 0:43 This website is a collection of design principles for 0:45 many different companies and brands. 0:47 For Airbnb, they have four design principles that are unique to them, and 0:49 that they've created to be the foundation for their design language system. 0:54 Facebook has seven design principles that reflect their beliefs and enables them 0:58 to evaluate and decide whether something is Facebook or isn´t Facebook. 1:02 Although we won´t be creating design principles in this course, 1:08 we'll go over some ways to develop company design principles. 1:11 The first step of developing design principles is to reach out and 1:15 talk to people. 1:19 It's important that you really know and understand the company and product values, 1:21 the brand personality, and the experience that users have with the company. 1:25 You can start doing internal research by interviewing or 1:30 hosting workshops with different people in your company, such as the leadership team, 1:33 product managers, designers, engineers, customer support, 1:37 etc., to gain an understanding of the business goals and brand attributes. 1:42 In these workshops or conversations, 1:47 some questions you might ask are, if our product was a person, it would be? 1:49 If our product was a place, it would be? 1:54 What are some personality traits or characteristics for our product? 1:57 And what is the experience we want to create for our users? 2:01 The answers to these questions can give you a lot of insight into how people 2:05 within the organization view themselves and their product. 2:09 Once you've gathered insights from your colleagues, you can also reach out and 2:12 talk to your users. 2:16 If you have a researcher on your team who can help you, you 2:18 can work with them to compile a list of current users and get their contact info. 2:21 Creating a survey would be the easiest and 2:26 fastest way to get a large number of responses. 2:28 Then you'll need to synthesize all the data by grouping and 2:32 finding common themes. 2:35 This will take some time and collaboration with other designers and team members. 2:37 Once you've identified common themes and 2:42 trends, then you can start drafting the design principles. 2:44 Here are a few tips to keep in mind when developing design principles. 2:48 First, make sure that they align with the business goals and the user's goals. 2:52 Secondly, keep it to about three to five principles. 2:57 They should be specific enough to be used for making design decisions. 3:01 They should be short and memorable. 3:05 They should apply to the whole system. 3:07 And they shouldn't conflict or overlap. 3:10 After you've developed a draft of the design principles, you 3:12 should test it against the design team and engineers to see if they are effective and 3:15 useful, and if they reflect the collective voice of the organization. 3:19 Design principles can be used to provide the foundation for 3:23 your company's design language or system, which is the overarching scheme or 3:27 style that guides the design of a product. 3:31 Choices for color, typography, iconography, shapes, patterns, 3:34 grid layouts, animation, etc., must be derived from these principles. 3:39 Building a consistent design language system and 3:45 a pattern library that looks and feels cohesive across all products, platforms, 3:47 and communication is going to bring this cohesive experience to your users. 3:52 Design principles can also help designers make specific design decisions 3:57 when working on a project, and even when critiquing each other's work. 4:02 When you're designing a web or 4:07 mobile interface, you should be thinking about the principles and 4:08 asking questions about how you can apply them to your design solution. 4:11 While we don't know Craigslist's design principles, let's say for 4:16 our design project that these are the design principles. 4:20 Discovery, create a seamless experience for users to discover posts. 4:23 Basic and efficient, the design is always basic and efficient for the user. 4:29 Simple and straightforward, browsing or posting an item should be simple and 4:34 straightforward. 4:38 Consistent, users should feel very familiar to Craigslist. 4:40 Now that we have these principles, 4:44 let's keep them in mind as we get started on our design project. 4:46
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