Daniel Kemery

Design process and principles

Design principles and process guide projects and provide constraints to help fuel the product design process.



  • Identify people's problems
  • Understand why they're having problems
  • Recognise what we don't know about their problems
  • Find out what is required to solve their problems
  • Establish our limits for solving their problems


  • Create solutions based on what is required
  • Build enough to quickly measure and learn
  • Test what we don't know will succeed in our solutions


  • Determine if our solutions solved their problems
  • Understand why our solutions succeeded or failed
  • Separate what we now know, from what we still don't know
  • Identify what is essential to solving their problems
  • Determine if the essentials are within our limits


Empower by education

Give people the confidence to take action, and make informed decisions

Simplify by understanding context

Provide just enough to achieve someone’s goal, then offer more upon request

Delight by designing for emotion

Go beyond the pure MVP (functionality, reliability and usability) and make it human

Build trust through transparency

Be honest and leave nothing up for interpretation

Perfection through iteration

Share early, test often and constantly deliver

Create consistency by reusing what works

Industry best practices set the standard for our design system, and all design decisions

Universal by including everyone

Accessible, global design is good design