Below are design principles that I approach my projects with. I use them as a compass for finding creative solutions.
Good design seeks to understand. Understand your users, their needs, constraints and what problems you are trying to solve. Take a step back, and empathize with your users.
When developing a new design, each little detail on the screen should be placed there purposefully. When you design intentionally every colour, type treatment, content hierarchy, animation, etc. is there to enhance the experience. Throw away unnecessary elements and you'll have a cleaner, more enjoyable user experience.
In a world where both technology and web standards are constantly changing, design should always leave room for the opportunity to grow and adapt with the times. Good design is executed with the ability to expand from a good foundation, instead of constantly replacing previous solutions.
Seek to engage and delight the users who are interacting with your design. This can be realized in many ways, such as impactful animations, clever copy, personalization, and more. How are you creating an enjoyable experience?
Good design inspires trust with its users. When creating a digital experience, strive to eliminate hesitation, frustration, and lack of understanding with those who are interacting with your design. Create a design system that anticipates the needs of users and builds familiarity with similar information and actions.
A digital experience should feel natural to users. Good design feels "human" through careful consideration of copy, actions, helpful hints, etc. Allow your users to feel as if they are having a conversation with another person, rather than interacting with a machine-like system.
Technology is alive, constantly changing, growing, and creating new opportunities. Good design seeks to keep moving forward by never being satisfied with "the way things are". Are you pushing the boundaries to deliver a completely new an innovative experience?