All web decisions must align with these four principles:
1. Start with User Needs
- Base decisions on research and data, not assumptions
- Understand user tasks before building solutions
- Test with real users throughout development
In Practice: Before adding a new page or feature, ask "What problem does this solve for our users?" If you can't answer with data, do the research first.
2. Prioritize Simplicity
- Complex products fail; simple products succeed
- Enable task completion with minimal friction
- Remove unnecessary steps and choices
In Practice: The best user experience requires the fewest clicks. If a task requires more than 3 clicks, redesign the flow.
3. Design with Data
- Use analytics to drive decisions
- Track user behavior and satisfaction
- Measure outcomes, not just outputs
In Practice: Check Google Analytics before making changes. Use heatmaps to see what users actually click. Test assumptions with A/B testing.
4. Maintain Consistency
- Unified experience across all digital properties
- Single source of truth for content
- Predictable patterns and navigation
In Practice: Use approved templates. Don't create custom layouts. Follow established patterns so users don't have to relearn navigation on every page.
Decision Framework: When making any digital decision, evaluate it against all four principles. If a proposal violates any principle, either revise the approach or document why the deviation is necessary.