Our design principles are a set of guiding beliefs that inform the work we do and the decisions we make in all aspects of design. As an extension of our company’s purpose and values, our design principles offer high-level guidance for all of us in Coloplast while also operating on a detailed level when it comes to specific areas, processes or products. They help unify all collaborators around what is essential and ‘on-brand’ for us internally and for our wide range of users externally. Across Coloplast, we work within different teams and workflows. Rather than box individuals or groups in, our design principles are intended to bring us closer together. They also support our specialists with tools to engage in design-led discussions in Coloplast, essentially providing us with ‘freedom within a framework’.
- Put yourself in the users shoes or chair -
Prioritise empathy
Design should focus on understanding people’s experiences and meeting their emotional needs. We aim to create more thoughtful, effective and user-centred products and services, and we seek to understand each other’s perspectives when working towards new solutions.
- We have peoples’ best interests at heart -
Foster integrity
We focus on building users’ trust by always acting in their best interest and prioritising ethical and moral considerations. This means designing products and services, creating communications, and developing relationships that are transparent, honest and aligned with our company’s ethical principles.
- Functionality comes first – but aesthetics matter -
Aim to awe
Through design, we focus on creating experiences that are innovative, inspiring and emotionally resonant. Our aim is always to delight users and create memorable and positively unexpected interactions. In our world, this means designing elements that take multiple perspectives into consideration when it comes to functionality, aesthetics, pragmatism, sustainability and strategy.
- We know that one size does not fit all -
Tailor experiences
To create more meaningful and engaging experiences, design should be personalised and relevant to our users’ needs and preferences. By designing systems with sub-variants, we can help ensure that different audiences feel included.