Design Principles

Design principles guide our every decision in content, design and development. Their purpose is to remind us of our values so that we can deliver a better, more consistent user experience in all that we do.


A driving force for every step of the way.

Audience centric

Research your audience, identify the primary and secondary groups, and stay focused on who your users are.

Data driven

Test everything — aim to back up assumptions with research and unbiased user testing.


Strive to be robust, reliable, adaptable and accessible for anyone, anywhere, at any time.


Content first. Accessible for everyone. Leave no one behind.

Community oriented

Encouraging collaboration and communication through an open dialogue where feedback is welcomed.


The goal — creating a product that builds confidence in a user and empowers them to make decisions.