A Digital Agency Manifesto

10 principles that guide us:

1. Great experience is in the details
   Does it matter whether that button is blue or green? Whether we use 5 words for the headline instead of three? From our perspective, it matters a lot. Obsessive attention to every detail is what distinguishes a great experience from the rest.
2. Plan results (not features)
   While end-users are inherently goal oriented, designers tend to plan product development around a feature set. A user- centred perspective allows us to develop solutions that are focused on results rather than processes.
3. Speak human
   The words you use to communicate with your audience can warm them to your humanity - or chill them with corporate calculus. Don’t leave copywriting to the engineering department.
4. Trust is earned through consistency
   In a world of quick fixes, instant gratification, and infinite choice, people are naturally wary of any claims you make about your product or service. Earn their trust through consistently adding value and delivering on your promises.
5. The goal is engagement
   There are tangible components of usability. Consistent validation, contextual information and carefully curated options all contribute to intuitive interfaces that support user engagement.
6. Eventually, all marketing will be software driven
   As increasingly sophisticated consumers become wary of persuasion techniques and technology seeps into all corners of life, software platforms that provide utility and engagement will form the basis of a brand’s relationship with its customers.
7. Tell stories
   Facts and figures can get people's attention, but stories have the ability to trigger emotions, which are the ultimate drivers of action.
8. Teaching is the path to excellence
   In an era of constant change and ever increasing complexity, we must be perpetual students. The opportunity to share our knowledge allows us to contribute lasting value, while challenging and clarifying our beliefs.
9. Focus on what you do best
   Excellence is achieved through a consistent focus on a select group of services or skills. This applies equally to businesses, products and individua
10. Uncertainty is unavoidable
    As User Experience Designers, we dive into challenges that have yet to be clearly defined. The work begins before the final solution is known.

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