1. Be Inclusive

Discuss ideas openly and consider input from all stakeholders


2. Be Transparent

Show and discuss design intent with all stakeholders especially when asked


3. Be accountable

Embrace lessons learned


4. leave ideology at the door

Be dynamic and open to change


5. Be engaging

Seek opportunities (uncover holes) AND propose solutions


6. User insights inform all design decisions

The user is the customer. Repeat. The user is the customer