A Timeless Manifesto
for the Modern Web.

Great design should disappear into the background, letting the experience speak for itself. Design content with real people in mind. Speak their language, answer their questions, and meet their needs.

1. Keep It Stupid Simple.

Never mistake complexity for sophistication. The true test of a design’s strength is its ability to deliver its core message or functionality with the least amount of friction. Too much embellish could be a sign of an attempt to conceal imperfections.

2. Consistency Is a Language.

Don’t make your users learn new rules. Consistency is keeping a promise already made: that the next step will be as intuitive as the one before.

3. You Are Also A User.

Yes you!

The one reading this manifesto.

But I’m a builder.

A creator.

Yes, and you are also a User.

You, the designer, are not separate from the person who interacts with your creation—you are them, and I’m you.

4. Performance Is a Feature.

Every delay, every second lost to slow load times, is a second that can never be returned. A fast, responsive design is a statement of respect for the user. It is not an afterthought or a technical bonus. it is … and I repeat: it is an ethical decision.

5. Right to Accessibility.

Every person should have equal access to information, services, and experiences regardless of ability, background, or circumstance. To ignore accessibility is to knowingly alienate a portion of the population. Something we can never accept in good conscience. Our designs must accommodate all users: including those with visual, auditory, motor, or cognitive challenges.

6. Progress Requires Discomfort.

Progress is not steady or easy. It’s a tough road that often forces us to confront uncomfortable truths and face the limits of our knowledge. We must be willing to fail, to iterate and push through the struggle, because only then can we uncover the true potential of what we can achieve.

7. Trust Is Earned not Expected.

Trust is not something that can be assumed, or bought. It must be earned, built brick by brick, through consistency, transparency, and unwavering dedication to the user’s well-being. Trust is fragile.