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“My aim is to omit everything superfluous so that the essential is shown to the best possible advantage.” — Dieter Rams

1. Keep it Simple

“Make it feel obvious”, says Shilpa Kowshik

2. Keep it Clear

“Signal action, don’t leave it for interpretation”, says Raghunandan

3. Keep it Conversational

“Avoid good bad polarization, keep it open & engaging”, says Mayank

4. Keep it Reflective

“Design reflects the user’s current & desired state of mind”, says Nikhil

5. Keep it Human

“Reflect common-sense, wit & emotional honesty”, says Vidhya

6. Keep it Subliminal

“Drive subconscious action, lower cognitive load”, says Vignesh

7. Keep it Timeless

“Create form & function that can remain accessible”, says Shibin



Codewave is a design thinking led digital transformation company in India, specializing in design of value, new product development & digital innovation.