Principles

Design doesn't have to be convenient. The cult of user-friendly design makes a person weak. Life evolves in confrontation, manifesting itself, asserting the right and constantly deforming itself not for the sake of ordering a pizza on the couch with the touch of a finger.

Design has to be emotional. At the root of any human interaction with a design object is emotion. By depersonalizing, standardizing experience, and cultivating human-incubators, the designer embarks on the path of degradation of the trade.

Aesthetics is a fiction. There is no such thing as aesthetics, there are only daring people who find beauty in the vile and universal longing in the beautiful.

Design has to be bold. A few of us are honored to be bold in our decisions, a few of us manage to create something truly valuable, beyond modular grids and typographic pairs — to go beyond the experience created.

No need to be specific. Like a constructor, design should be underspecified so that points of uncertainty can be converted into points of growth.

Transparency and co-creation is a priority. You can't build common greatness in a vacuum of personal perception. Whether you work with a client or a team, it has to be together, not for.

People matter. That includes not only users, but also people beside you. I enjoy working with great people first, and making great products second.

Designers have to be multi-modal. Once you understand how to shape experiences, it works for a site, an app, a bus, or a city. Principles carry over, and sticking to one plane is just self-imposed limitation.