We must do better today to deliver the future we want tomorrow.

Below is a list of aspirations and expectations that must guide our work in a world that is increasingly user hostile.

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Design to honour humanity

Contribute to and improve the collective culture of humanity.

Design for human dignity

Prioritise and build solutions that preserve human autonomy, privacy, and, most importantly, agency.

Design for inclusivity

Design for all abilities, cultures, and backgrounds.

Design for environmental sustainability

⁠Consider the full lifecycle environmental impact of products, optimizing for longevity, repairability, and minimal resource consumption.

Design for transparent intelligence

Make algorithmic decisions understandable and contestable by the people affected by them - whether directly and indirectly.

Design for data minimalism

Collect only the data necessary, respecting that personal information is borrowed, not owned.

Design for Reality Coherence

⁠Provide reality-based context across physical, digital, and mixed reality experiences.

Design for Time Well Spent

Design interactions that respect users' attention and time, optimizing for meaningful impact not repeat use.

Design for Collaborative Creation

Embrace co-design methodologies that involve people as active participants in the creation of experiences, products, and systems that affect them.

Design for Proactive Safety

Proactively identify potential harms and unintended consequences before they occur, building safeguards into experiences.

Design for broader context

Address complex challenges by considering the broader context and interconnections between people, organisations, and environments.