To guide users on how to get started with the product. What they can do and whom they can fall back to, when in doubt.
To play the role of a knowledgeable friend who understands user preferences. Elevate and delight by surfacing elements that matter.
To minimise the effort in comprehending available information. To minimise effort in retrieving that information.
Create a visual language that synthesises the classic principles of good design with the innate needs and understanding of the next Billion internet users.
Develop a single shared language that unifies the user experience across platforms, devices, and touch points.
Build upon existing design patterns, fine-tune them for new Internet users and extend it across all forms, functions and point of contacts.