Principle Based Design

At we exist to make money easier for small businesses and professionals.

This is a general statement so lets unpack it.

We really like to focus on value creation as a wider definition of money, value creation is a lot more than a bank account balance.

Value creation (and value capture) is a very different experience from one business to the next and may be a combination of tangibles and intangibles.

Intangibles may include good will and non-wealth value creation such as a positive social impact in the community.

Because all businesses are different we are trying a new design approach that has been around for decades but never really crossed the bridge to the internet.

We call this approach Principle Based Design, a set of common goals that when tested individually make sense as a mandatory (or at least typical) use case or feature expectation for our products (and productised services).

Each Principle in our view must have a test, a rationale for why it is important.

So lets get started with our first four principles, feel free to contribute your own expectations  in the comments but remember we are aiming for the SME / SMB platform space for release in mid 2017.

  1. All links and user paths are trackable journeys(‘who did what when and how from where to where and ideally why they did it’) because if we don’t have an audit trail of their journey we can’t optimise it and we need analytics to improve experience and utilisation.
  2. All data has implicit contextual dimensions that are immutable parts of the audit trail including –
    persona (who are they including intermediaries and proxies);
    location (where are they including geography offline and place within the site/app/device/network online e.g. latitude, longitude, IP address and user/app profiles identifying device/browser) and
    time (when including allowance for multi-entity activities that cross timezones) because these dimensions are crucial to the trackable journey, non-repudiation and value added services.
    This includes bots and devices acting autonomously or semi-autonomously with an end-user mandate.
  3. All experiences should be largely consistent, the user paradigm should be transferable across use cases as much as possible e.g. user session, data on a coin/card, links to other coins/cards, audit trails on all cards and users, data and often users having an organisational (org) context, orgs may have inter-relationship contexts  – these may all be shared features/paradigms in most user experiences in
  4. All user paradigms should be simple, based on popular standards and limited (via artificial scarcity if necessary) in number where ever possible because adding a plethora of new distinctive experiences typically slows the user cognition down, reduces the potential user population and reduces the benefit of faster (applied or re-applied) learning based on past experience. This is a design choice to restrict innovation in paradigms and prioritise higher instead the innovation in data within those paradigms. For example principle 3 above already lists six major paradigms so growth needs to be limited in order to maintain simplicity and speed of adoption.