Listed below are our design principles and examples of how we’ve used them so far. These build on, and add to, our original 7 digital principles.
1 Start with needs*
2 Do less
3 Design with data
4 Do the hard work to make it simple
5 Iterate. Then iterate again.
6 Build for inclusion
7 Understand context
8 Build digital services, not websites
9 Be consistent, not uniform
10 Make things open: it makes things better
The design process must start with identifying and thinking about real user needs. We should design around those — not around the way the ‘official process’ is at the moment. We must understand those needs thoroughly — interrogating data, not just making assumptions — and we should remember that what users ask for is not always what they need.
We use ‘needs’ as an organising principle since people come to our sites to accomplish tasks and to fulfil needs, not just to hang out. Focusing on needs means we can concentrate on the things that deliver most value for money.