Design Principles
Simple
Too much information, given too quickly, will confuse and overwhelm any user, regardless of their functional ability. Complex concepts, tools and data overwhelm customers and can make it harder for them to understand the site — or worse, leave it entirely. Simple, spare content and systems pave the way for an effective and easily understandable customer experience.
Standardized
Transversality in UI elements, interactions, patterns and style choices is the cornerstone of a cohesive design, and is absolutely necessary when dealing with a large design team. Standardization produces consistent, manageable interfaces that customers can easily recognize and manipulate.
Minimal
Minimalism is a style in which the simplist and fewest elements are used to maximum effect. A minimalistic design approad will draw customer attentions to the most important areas.
Inclusive
Consider the following quote from the W3C: “Inclusive design, design for all, digital inclusion, universal usability, and similar efforts address a broad range of issues in making technology available to and usable by all people, whatever their abilities, age, economic situation, education, geographic location, language, etc.” A person’s internal experience — how one understands, relates to and interacts with content — is shaped by knowledge, perception and ability. Designing in accordance to these limitations opens AT&T to a much wider audience, and improves the way people see AT&T.
Clever
We can only make clever designs once these other principles have been executed. Strategically-designed surprises will engage the user, inviting them to interact with not only the medium, but the content. This anarchy enriches the site experience, and allows us to stay current, modern and relevant.