Utility

Design must serve a purpose.If design serves to allow a goal to be accomplished, or to meet a need, we should be able to critique and evaluate this design against those objectives

Usability & Aesthetics

We build software for non-technical people, and it’s being used more broadly now more than ever, aesthetics can play a large role in products that connect deeply with people.

Strategy

Design should always be in service of advancing the strategic objectives of the organization. High-quality design work is that which is aligned and in service of the strategic goals of the company.