Our Principles
Our principles are the foundation on which our products are built.
Artificial Intelligence
Technology should require the smallest possible amount of attention
Technology can communicate, but doesn’t need to speak. Create ambient awareness through different senses. Communicate information without taking the wearer out of their environment or task.
Technology should inform and create calm
A person's primary task should not be computing, but being human. Give people what they need to solve their problem, and nothing more.
Technology should make use of the periphery
A calm technology will move easily from the periphery of our attention, to the center, and back. The periphery is informing without overburdening.
Technology should amplify the best of technology and the best of humanity
Design for people first. Machines shouldn't act like humans. Humans shouldn't act like machines. Amplify the best part of each.
Technology can communicate, but doesn’t need to speak
Does your product need to rely on voice, or can it use a different communication method? Consider how your technology communicates status.
Technology should work even when it fails
Think about what happens if your technology fails. Does it default to a usable state or does it break down completely?
The right amount of technology is the minimum needed to solve the problem
What is the minimum amount of technology needed to solve the problem? Slim the feature set down so that the product does what it needs to do and no more.
Technology should respect social norms
Technology takes time to introduce to humanity. What social norms exist that your technology might violate or cause stress on? Slowly introduce features so that people have time to get accustomed to the product.