Introduction
These principles are meant to guide our work and culture. They combine purpose, creativity, and rigor while keeping the process enjoyable and impactful.
1. No pain-points, just vibes
“If you’re bored by your own work, you’re doing something wrong.” — FGT Design Team
The more you enjoy your work, the more others will enjoy working with you. If something feels like a struggle, pause, get help, and co-create a better way forward.
Individually
Break down difficult tasks, schedule time for focus, and align your tasks with your personal goals.
With Groups
“Design your rituals like you design your products.” — Yuhki Yamashita, Figma
Establish an inclusive space for everyone, and avoid groupthink with techniques like vote-before-discuss. Share notes, ask open-ended questions, and provide information instead of instructions.
2. Identify the Resonant Frequency
Know the why behind each project. Tap into design’s inherent coolness to align teams around a shared vision by owning the design story in product presentations. Build trust by connecting personally, establishing feedback loops, and clarifying the impact.
3. Quantify the Impact
“Speak with data...In order for a problem to be correctly understood and solved, the problem must be recognized and the relevant data gathered and anaylzed. Trying to solve a problem without hard data is akin to resorting to hunches and feelings – not a very scientific or objective approach." - Masaaki Imai
Back up the story with data. Measure outcomes of individual, team, and project goals. Use data to document, prove, and evolve impact.
4. Expand Possibilities
“Play the game as a sequence of options.” - Kobe Bryant
Aim for non-linear results. See work as an opportunity, not just for the problem at hand, but also how it may align with your own goals. Luck is preparation meets opportunity. Be open minded to change, and stay ready for growth opportunites.
5. Problem First
“The problem is always derived from the subject; the solution is always hidden somewhere in the problem.” — Paul Rand
Keep a problem-first mindset. Use techniques like the 5 Whys to uncover root causes. Try “un-ideas” to spark creativity by imagining the worst solutions or opposite problems. Problems and solutions are two sides of the same coin.
6. Test before you invest
Leverage prototypes to gain a deeper understanding of the problem space. Prototypes are questions, not answers. Testing should be hypothesis-driven and continuous. Start small, scrappy, and refine as you go. Design experiments that answer why something works, not just what works.
Principles for Experiments
Document experiments and keep them measurable.
Behavior proves desirability. Design tests around the actions people are willng to commit to, not just what they have to say.
Follow inspiration and curiosity: if it excites you, it’s worth exploring.
7. Simplify, then add lightness
“Adding power makes you faster on the straights. Subtracting weight makes you faster everywhere.” — Colin Chapman
UX works the same way: reduce cognitive load, minimize clutter, build on existing models, and offload tasks when possible.