![](https://cdn.prod.website-files.com/60c5f64abe141da7260da0b9/64f81b54aa4a07bb1accdd4d_DesignPrinciple_04.png)
'Kaizen'
The word ‘Kaizen’ means continuous improvement. Never settle for mediocrity—There's always room to make our designs better, one iteration at a time.
![](https://cdn.prod.website-files.com/60c5f64abe141da7260da0b9/64f81b53db7d721830966108_DesignPrinciple_03.png)
Humans, not users
Good design balances between aesthetics & functionality while showing empathy towards the user's emotions, behaviours, and jobs-to-be-done.
![](https://cdn.prod.website-files.com/60c5f64abe141da7260da0b9/64f81b5398a7e2ef2f75fbee_DesignPrinciple_02.png)
Details, details, details
The design details of a product reflects its brand. From spacing, typography, component sizing to micro-copy, each element should be meticulously crafted.
![](https://cdn.prod.website-files.com/60c5f64abe141da7260da0b9/64f81b53694f17667854f460_DesignPrinciple_01.png)
Surprise!
Subtle interactions, playful animations, and creative copy—Tiny design elements like these create magical user experiences.