1. It’s all about people, it’s not about the object
UX design starts and ends with people. It’s not everything, but designing for people should be your focus. We need to stop fetishizing the objects we create. It is in their transparency that they fulfill their function.
2. Focus on the experience, not on the function
We focus on a holistic approach to design. It isn’t just about people completing their tasks, it is about the quality with which they do it.
3. Stories are how we understand and shape the world
Stories help us understand who we are in the world. They represent our values and our mental models. We need to understand the stories people tell so we can craft our own stories and our own products.