Principles

Mobile First Responsive Design

Design and development should respond to a user's behaviour and environment based on screen size, platform and orientation through the use of flexible layouts, images and an intelligent use of CSS media queries.

Mobile continues to dominate the device landscape. So it only makes sense that the life of a project starts where you customers do. Designing for mobile first has the advantage of forcing you to simplify a product into its essential parts. Product Director at Google, Luke Wroblewski, presented some fantastic insights into our "Mobile Planet" Watch "Mobile Planet"

Performance

Studies have proven the direct link between increasing website speed and conversion rates. There's even a tool to estimate how much revenue is lost to faster loading competitors. In July 2018 Google announced it was using speed as a ranking factor for mobile searches. Speed is now a landing page factor for Google Search and Ads

Iteration and Measurement

Developing a culture of testing is essential for continuous improvement. Data from A/B testing is always the right way to inform the decision to make a change. Validating (or not) a hypothesis and preventing regression means that no matter the result of the test, you always win.

Inclusive Design

By default, the web is designed to work for all. It must remain accessible to people with a diverse range of hearing, movement, sight, and cognitive ability.

It's now both ethically and legally essential for businesses to create products that are inclusive for all users.