Design principles are a set of values that help guide and express our shared vision. They influence our decisions and how we approach the problems we solve. Our principles are grounded in our deep understanding of customer workflows and desire to accelerate discovery.

Build for focus

• Your experience should inspire action, move you forward, and allow you to stay in the flow. Build for purpose and feel familiar where appropriate.

Build for inclusion

• You want to be included. When you feel included, you feel like you belong. Your experiences should be built to be accessible to all, regardless of ability or situation.

Build for mastery

• You want to feel like a master and in control. The quicker you help users find this feeling, the more likely they'll stick around.

Build for unity

• You want to recognize what you're looking at and for it to feel familiar. Every element is built to work together seamlessly, allowing for consistent, cohesive user experiences.