Repeatedly return to user needs and goals to create alignment
Frame design goals as the marriage of user goals and business wishes
Exhibit genuine care for each person I support
Use wisdom and humor when shaping behavior
Model desired behavior and attitudes for others
Address what’s needed wherever it appears
Expectations of designers
Scenario-based, goal-oriented
Use storyboards to start understanding a scenario
Freely move between storyboard, workflow, wires, prototype as needed to tackle problems
Make small prototypes to test and learn
The prioritization and arrangement of data directs user attention and action
Organize “done” work into bite-size chunks, set apart from exploratory work
Expectations of all workers
Work to make the job of the next person easier
Work in public, out in the open
Go and see
Be aware of and have your work informed by user goals and business needs together
Create possibilities cheaply, winnow according to goals, improve the best ones
Involve others in solving problems, chewing on possibilities
When presenting possibilities, arrive with your own evaluation of each one – pros and cons, fit to purpose, what you like and don’t like – and the sort of feedback you need
Scope is negotiated – watch for improvements AND for lighter interventions
Experiment with possible improvements to your own and collective work