Our goal is to provide information and services that are clear, understandable and easy to access. We do this by:
1. Identifying user-needs
We research, use analytics and learn from users so we can identify their needs. If we don't know what your needs are, how can we build the right thing? It is important to get feedback from people, and it is even more important that we listen to what they need.
2. Creating content that's consistent and easy to understand
Everything we build should be as clear as possible. If we have to sacrifice elegance — so be it. We’re building for needs, not audiences. People understand plain language the first time they read or hear it.
3. Using analytics & data
We can provide better services by looking at how people use existing services. Let data drive decision-making, not hunches or guesswork. Analytics should be built-in, always on and easy to read. They’re an essential tool.
4. Lots of iteration
The best way to build good services is to start small and iterate. We test with actual users and change things that don’t work based on feedback. Iteration reduces risk. It makes big failures unlikely and turns small failures into lessons. If a prototype isn’t working, don’t be afraid to scrap it and start again.