01 — Be Easy
Intuitive
Simplify content and interactions and enable collaboration between AI and humans by focusing on usability and guiding users through the easiest paths to get a job done. Create lightweight, intuitive, straightforward interfaces to reduce cognitive load and facilitate efficient interactions, including AI-enabled ones. Subtly suggest actions, streamline workflows, and personalize content.
Evaluation Criteria
Intuitiveness
1PoorFeature requires documentation to accomplish even basic tasks.
2Needs WorkMost flows are confusing without guidance; key actions are hard to discover.
3AdequateMost users can complete core tasks unaided, but edge cases cause confusion.
4GoodFeature is clearly discoverable and self-explanatory across all primary flows.
5ExceededFeature feels immediately obvious; users can complete tasks faster than expected.
1PoorNo adaptation; every session feels identical regardless of prior use.
2Needs WorkMinimal adaptation; only basic recency or preferences are retained.
3AdequateSession context is maintained; some history informs defaults or suggestions.
4GoodSystem personalizes recommendations and surfaces relevant shortcuts based on history.
5ExceededProactive, intelligent adaptation makes workflows meaningfully faster for repeat users.
1PoorErrors are cryptic or absent; users have no idea what went wrong.
2Needs WorkErrors exist but are technical, vague, or don't suggest next steps.
3AdequateErrors are human-readable and convey what happened, but recovery paths are limited.
4GoodErrors are clear with actionable recovery steps or alternative phrasing suggestions.
5ExceededErrors are proactively prevented; when they occur, recovery is instant and guided.
1PoorCopy is inconsistent, confusing, or actively misleads users between steps.
2Needs WorkSome screens feel disconnected; terminology shifts between features or views.
3AdequateCopy is largely consistent; most transitions feel connected and expected.
4GoodCopy creates a cohesive narrative that guides users confidently through each step.
5ExceededCopy is a seamless thread through the flow; each step builds naturally on the last.
Task Efficiency
1PoorTasks require far more steps than necessary; significant friction at every stage.
2Needs WorkCore paths are inefficient; several unnecessary steps or context switches.
3AdequatePrimary tasks are streamlined; secondary flows still have some unnecessary steps.
4GoodFeature consistently reduces steps across all flows; minimal extraneous actions.
5ExceededTasks are completed in the fewest possible steps; shortcuts and smart defaults abound.
1PoorNo onboarding or guidance; users are dropped into the feature without support.
2Needs WorkGuidance exists but is generic, hard to find, or not contextual to the user's state.
3AdequateBasic hints or sample prompts are available and accessible at the right moment.
4GoodGuidance is contextual and role-aware; suggestions feel tailored to the user's situation.
5ExceededGuidance is proactive, dynamic, and adapts based on the user's history and real-world use cases.
1PoorUsers frequently feel lost or unsure what to do next.
2Needs WorkSome transitions are unclear; users often need to guess or backtrack.
3AdequateMost steps are clearly signposted; users progress with minimal hesitation.
4GoodEvery step is clearly connected; copy confirms success and points to what's next.
5ExceededUsers feel guided and confident throughout; next steps are always obvious and inviting.
02 — Be Scalable
Build to Scale
Gain leverage by designing cohesive interfaces that can grow with our users, within our ecosystem, and with our industry. There should be no isolated features, functionality, or experiences.
Evaluation Criteria
Consistency Across the Product
1PoorCompletely inconsistent with the rest of the product; feels like a different app.
2Needs WorkSeveral UI patterns deviate from established product conventions.
3AdequateGenerally aligned; minor deviations in layout or interaction patterns.
4GoodConsistent with visual language and interaction patterns across the product.
5ExceededSets a new standard; patterns are reusable and extend the design system.
1PoorFeature fails or degrades severely under any realistic load; no progress indicators.
2Needs WorkTimeouts or slowdowns are common; users are left uncertain whether the system is working.
3AdequatePerforms adequately for typical use; edge cases or high load cause noticeable friction.
4GoodHandles expected load reliably; loading states keep users informed during delays.
5ExceededPerforms flawlessly under heavy load; streaming or progressive results eliminate wait anxiety.
1PoorNaming is inconsistent or contradicts established product terminology.
2Needs WorkSeveral labels deviate; users familiar with the product may feel confused.
3AdequateNaming is mostly aligned with the product's established vocabulary.
4GoodUses clear, industry-aligned terminology; hierarchy is consistently reflected in labels.
5ExceededNaming actively reinforces mental models; terminology could serve as a product glossary standard.
Future-proofing & Extensibility
1PoorArchitecture is rigid; any meaningful growth would require a full redesign.
2Needs WorkSeveral structural decisions will need to be revisited as the feature matures.
3AdequateFoundation is flexible; some areas will need restructuring as the product scales.
4GoodDesign accommodates anticipated evolution; new capabilities can be added without disruption.
5ExceededArchitecture actively enables future growth; extensibility is a feature, not an afterthought.
1PoorNo customization options exist; users cannot adapt the feature to their needs.
2Needs WorkVery limited customization; only superficial settings are exposed.
3AdequateCore customization is possible; roadmap indicates deeper extensibility ahead.
4GoodUsers can meaningfully configure and extend the feature for their workflows.
5ExceededFeature is a platform; users and partners can build on top of it with first-class APIs.
1PoorIntroduces entirely novel vocabulary or patterns with no clear rationale.
2Needs WorkSeveral concepts are reinvented when established conventions would have served better.
3AdequateMostly leverages existing conventions; novel patterns have some justification.
4GoodConsistently reuses familiar structures; reduces cognitive load for experienced users.
5ExceededNew patterns introduced here strengthen the broader system and become reusable themselves.
03 — Be Trustworthy
Always Communicate What's Happening
Promote clarity, inclusivity, and accessibility to foster trust and transparency in decision making. Create intuitive interfaces for users of varying skills, backgrounds, and needs. Ensure clarity on product functionality and data usage.
Evaluation Criteria
Transparency & Accessibility
1PoorOutputs appear with no explanation of how they were produced.
2Needs WorkVery limited transparency; users must trust results without any supporting context.
3AdequateHigh-level explanations are available on request; key decisions are surfaced.
4GoodData sources, transformations, and logic are clearly surfaced and understandable.
5ExceededFull audit trail; model lineage, confidence scores, and decision factors are first-class UI.
1PoorCopy is confusing, jargon-heavy, or excludes non-technical users.
2Needs WorkLanguage is inconsistent or does not set expectations clearly across states.
3AdequateLanguage is generally clear and professional; most users understand what's happening.
4GoodCopy is inclusive, actionable, and aligned with our voice and tone standards across all states.
5ExceededLanguage is a trust-builder; errors, empty states, and guidance all feel human and helpful.
1PoorNo in-product help resources of any kind; users must search external documentation.
2Needs WorkHelp exists but is hard to find, outdated, or not contextual to the current task.
3AdequateBasic help is accessible from within the feature; covers primary use cases.
4GoodContextual help is surfaced at the right moment; covers edge cases and advanced uses.
5ExceededIn-product learning is embedded and progressive; users grow their expertise naturally.
1PoorAI outputs are delivered with no explanation or interpretability whatsoever.
2Needs WorkSome AI explanations on request, but they are shallow or technically opaque.
3AdequateHigh-level explanations are surfaced; users understand what happened at a basic level.
4GoodReasoning, data sources, and model choices are visible and understandable to the target audience.
5ExceededFull agentic transparency; orchestration logic, tools invoked, and confidence are first-class UI elements.
Security & Compliance
1PoorSecurity controls are absent, implicit, or communicated nowhere in the UI.
2Needs WorkBasic controls exist but are invisible to users, reducing trust in enterprise contexts.
3AdequateStandard security controls are in place; some are surfaced in the UI when relevant.
4GoodSecurity posture is clearly communicated; role-based access and data boundaries are visible.
5ExceededSecurity is a trust feature; boundaries, permissions, and compliance are proactively surfaced.
1PoorData collection is entirely opaque; users have no visibility or control.
2Needs WorkInformation exists in policy documents but is not surfaced contextually in the UI.
3AdequateData governance basics are communicated; access configuration is possible if not prominent.
4GoodData usage and access options are clearly explained at the right moments in the UI.
5ExceededData governance is a first-class experience; users feel fully in control of their data.
1PoorFeature fails basic accessibility; cannot be navigated by keyboard or screen reader.
2Needs WorkSignificant WCAG gaps; several elements have poor contrast or missing labels.
3AdequatePasses basic accessibility checks; some WCAG 2.2 criteria remain unverified.
4GoodKeyboard navigation and screen reader compatibility verified; contrast passes AA.
5ExceededAccessibility tested with real assistive technology; meets or exceeds WCAG 2.2 AAA across all flows.
04 — Be Delightful
Engaging
Encourage bold and creative solutions in the design and implementation of the UX. Explore novel ways to solve user problems, experiment with cutting-edge technologies, and push the boundaries of what is currently accepted as the norm in user interfaces.
Evaluation Criteria
Design Aesthetics & Engagement
1PoorComplex tasks feel overwhelming; no design choices reduce the sense of difficulty.
2Needs WorkSome complexity reduction, but tasks still feel burdensome for most users.
3AdequateThe interface makes tasks approachable; complexity is acknowledged and managed.
4GoodComplex tasks feel conversational or intuitive; the experience builds confidence.
5ExceededComplexity is invisible; users feel empowered, not burdened, by even the most advanced tasks.
1PoorVisual design is inconsistent, cluttered, or actively undermines the experience.
2Needs WorkLayout is functional but lacks visual polish; hierarchy or spacing is inconsistent.
3AdequateClean and readable; visual design supports task completion without friction.
4GoodPolished, modern, well-structured; visual design feels intentional and consistent.
5ExceededVisually distinctive and memorable; design quality raises the bar for the entire product.
1PoorTone is robotic or detached; no personality or engagement in the experience.
2Needs WorkSome warmth present but inconsistent; tone gets in the way in some places.
3AdequateFriendly and professional throughout; tone is appropriate for the context.
4GoodTone is engaging and distinctly human; it makes the product feel alive without distraction.
5ExceededTone creates a memorable character; users feel seen and supported across every touchpoint.
1PoorCompletions go unacknowledged; users never feel a sense of progress or achievement.
2Needs WorkBasic confirmation exists but feels mechanical; no sense of accomplishment.
3AdequateSubtle moments of confirmation signal progress and support forward momentum.
4GoodMeaningful micro-moments acknowledge user actions and highlight business value achieved.
5ExceededThe experience celebrates milestones; users feel genuinely rewarded for their work.
Reduction of Cognitive Load
1PoorData exploration requires coding or external tools; no visual affordances.
2Needs WorkSome visual outputs exist but are limited; interaction with data is clunky.
3AdequateCommon data exploration tasks are visual and accessible to most users.
4GoodRich visual outputs (tables, charts) are easy to interact with; manipulation is direct.
5ExceededData is a canvas; exploration feels natural, fast, and integrated into the user's workflow.
1PoorAll information is presented at once; overwhelming density with no hierarchy.
2Needs WorkSome grouping exists but information density is still high; users feel fatigued.
3AdequateInformation is logically grouped; progressive disclosure reduces overwhelm in key places.
4GoodConsistent progressive disclosure; users control depth and never feel bombarded.
5ExceededInformation architecture actively reduces cognitive load; exploration feels effortless.
05 — Be Informed
Listen & Learn from Users
Design with continuous learning from user interactions and behaviors in mind. Implement analytics and feedback mechanisms to gather data on how users engage with the product and where they encounter difficulties. Develop processes to integrate these discoveries into product enhancements and iterations.
Evaluation Criteria
Key Results & Feedback Loops
1PoorNo feedback mechanism; user insights are never collected from within the product.
2Needs WorkFeedback can be submitted but is siloed; no clear path back to the product team.
3AdequateFeedback is collected and reviewed; there is an informal process for acting on insights.
4GoodFeedback flows directly to the product team with a clear process for integrating findings.
5ExceededFeedback loops are closed; users see evidence that their input directly shaped product changes.
1PoorNo analytics or success metrics defined; the team has no visibility into usage.
2Needs WorkSome basic event tracking exists but is insufficient for meaningful analysis.
3AdequateCore success metrics are defined and tracked; insights inform prioritization decisions.
4GoodMetrics are tied to OKRs; analytics coverage is comprehensive and regularly reviewed.
5ExceededA rich analytics framework enables continuous improvement; metrics drive every design decision.
1PoorDesign decisions are purely intuition-based with no supporting research or data.
2Needs WorkSecondary research informed some decisions, but no validation with real users has occurred.
3AdequateDesign is grounded in competitive analysis or domain expertise; user testing is planned.
4GoodKey decisions validated with actual users; research findings are documented and shared.
5ExceededContinuous research rhythm; every major decision is grounded in evidence from target users.
06 — Be Open & Connected
Interoperability & Integration
Design with integration in mind. Ensure your product can seamlessly connect with other cloud services, APIs, and third-party tools. Provide clear and user-friendly integration points for a cohesive ecosystem.
Evaluation Criteria
Standardization & Open Formats
1PoorUses proprietary formats only; no support for industry-standard data exchange.
2Needs WorkLimited standard support; some key formats are missing or partially implemented.
3AdequateCore industry standards are supported; additional formats are on the roadmap.
4GoodComprehensive support for relevant standards; interoperability is a design goal.
5ExceededFeature is a model of interoperability; it actively reduces lock-in and broadens ecosystem reach.
1PoorSignificant rendering or behavioral differences across environments; not cross-platform.
2Needs WorkWorks in primary environment; degrades noticeably on other browsers or platforms.
3AdequateConsistent across major desktop browsers; mobile or edge cases are not fully validated.
4GoodTested and consistent across key browsers and deployment types.
5ExceededFlawless cross-platform experience; consistency is verified across all supported environments.
Ecosystem Integration
1PoorNo APIs exposed; feature is entirely closed to external integration.
2Needs WorkAPI access is planned but not yet available; integration requires workarounds.
3AdequateCore functionality is accessible via API; documentation is available.
4GoodComprehensive API coverage; developers can build meaningful integrations with ease.
5ExceededAPI-first design; the feature is as much a platform as a product.
1PoorNo third-party integrations; the feature operates in complete isolation.
2Needs WorkVery limited integration; connecting to other tools requires significant manual effort.
3AdequateKey integrations are supported; ecosystem connectivity is present but not prominent.
4GoodStrong ecosystem integration; connecting to partner tools is discoverable and straightforward.
5ExceededIntegration is a first-class feature; the product feels like the center of the user's ecosystem.