We design responsibly, and responsively. This involves applying design thinking while developing iteratively.

Understand what the solution to a problem will look like when you are done and then build your program accordingly. Along the way, triage your work and know when to skim the surface and when to dive deep.

We work really hard where it makes sense by calibrating our efforts to clear outcomes. We never settle. This means we tend to do a lot of work up front to make sure we’re aligned to outcomes and to gather perspectives and data from the right range of sources. Then, when we start delivering products, they come at you fast.

Producing something special requires going beyond rules. That might not come naturally, and it also doesn’t require 80-hour work weeks or heroics. Adrenaline addicts need not apply.

Good quality starts by culling features you don’t need. This means rigorously tracing requirements to the needs of end-users and challenging assumptions about users’ real-world behaviour.

Let the cow paths of data inform your design. Listen to what your legacy data is telling you.

Good design hygiene includes scrubbing away at your assumptions and developing a thick skin. Save your personal preferences for after-hours decision making.

Socialize ideas early and often and don’t rely on a single authority. Ask the same question of multiple people with different perspectives, being vigilant about what they have to gain and lose.