design principles: building a purpose-driven design function at chance
At Chance, we aim to create simple, empowering experiences that resonate with individuals in zones of economic vulnerability. To keep our design work aligned with this mission, I introduced a set of design principles and structured rituals that shifted our focus from UI polish to meaningful impact. These principles provided clarity, deepened our design conversations, and ensured that every decision served Chance’s broader goal of promoting equal opportunities.
Why We Created Design Principles
When I joined Chance, our design conversations often stayed on the surface, primarily centered on aesthetics and UI elements. To achieve greater alignment and purpose, we defined six core principles that reshaped our approach. These principles challenged us to think critically about why we were building each feature, not just how. They served as our compass, fostering a more intentional design culture.
The actual Design Principles
- Challenge the Status Quo
We actively question assumptions and norms, pushing ourselves to find better, innovative solutions—without reinventing the wheel unnecessarily.
This principle encourages designers to view the current state not as an immutable constraint but as something that can and should evolve if it’s part of the solution.
By challenging the status quo, we unlock creative potential, drive meaningful change, and deliver designs that genuinely improve the user experience. - Keep It Simple
Simplicity requires thoughtful creativity. We design experiences that avoid burdening users with unnecessary complexity or excessive choices.
By leveraging technology to anticipate user needs, we simplify their journey, providing relevant information and guidance instead of relying on them to always articulate what they want.
This approach minimizes cognitive overload, introduces information progressively when needed, and ensures that our solutions are intuitive and accessible, particularly for those less familiar with digital products. - Build Trust
Trust is at the heart of everything we design. From transparency around data usage to avoiding dark patterns, we prioritize honesty and clarity to build a safe, reliable experience for our users.
This principle keeps us accountable to the people we serve and maintains the integrity of the Chance brand. - Design for Everyone (inclusivity)
Inclusivity is embedded in every design choice, encompassing accessibility standards and mindful language. We design with empathy, ensuring our interfaces are intuitive for users from diverse backgrounds and tech familiarity levels. - Assume You Don’t Know
Embracing humility in our process, we actively seek user insights and data to ground our designs in real needs and behavior. This principle encourages us to continuously learn and iterate based on genuine user feedback. - Go the Extra Mile
We aim to exceed expectations by adding small touches of delight that make the experience memorable. Whether through thoughtful animations or enhanced UX elements, we prioritize experiences that stand out positively.
The Impact of Design Principles on Team Alignment
Documenting these principles shifted our team’s design focus from superficial details to deeper, mission-driven conversations. This shared framework allowed us to work cohesively, prioritizing Chance’s mission and user impact in every project.
- Guided Decision-Making: These principles provided a reliable foundation, making it easier to decide which features were worth pursuing and aligning our designs with Chance’s broader mission of equal opportunity.
- Deepened Conversations: With principles like Build Trust and Be Inclusive, our discussions evolved beyond aesthetics to evaluate how each design fulfilled our commitment to user empowerment, transparency, and accessibility.
- Encouraged Accountability: The principles became a standard we held ourselves to, encouraging us to challenge any design that didn’t serve our users’ needs. This collective accountability helped ensure that our designs were thoughtful, inclusive, and relevant.
Shifting from “How” to “Why”
The principles reframed our design process to focus on purpose, helping us address user needs and support Chance’s mission effectively. Asking “Why are we building this?” allowed us to create intentional, meaningful solutions rather than defaulting to visually appealing but shallow outcomes.
Reflections and Lessons Learned
Introducing and adhering to these principles was transformative, anchoring our design work in Chance’s mission of empowerment. Through this journey, I learned that:
- Principles Build Purpose: Design principles are a powerful anchor, fostering a sense of shared values and intentionality within the team.
- The “Why” Is Foundational: Focusing on the “why” ensured that our designs were mission-aligned and genuinely valuable to our users.
Looking ahead, I am excited to bring this approach to new challenges, ensuring that every design choice remains rooted in purpose and user-centered impact.