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Experience Principles 

The following are principles we established at CWT to guide all design teams across the company - product, marketing & brand.

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Experience Principles: List

Test Everything

To accomplish business goals and answer the users’ needs, you must test your design solutions with real users. Decisions should be made based on research, not opinions or assumptions.

The Total Experience

Design with the broad, end-to-end costumer experience in mind to create a consistent service. Everything a user sees, hears and touches should feel consistent and on-brand.

Design Timeline

Internal work process for User Research, UX Design & Visual Design - from product discovery to delivery. 

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Experience Principles: Image

Serve the Business

Products are living, evolving and constantly adapting to users’ needs. This is an ongoing, iterative process of refinement. Aim to increase usage metrics, hit KPIs and achieve  the business goals.

Design for People

Design is about creating experiences for people. myCWT design is driven by an understanding of its users. Achieve this user understanding by using UX research.

Be Contextual

Users will feel negatively toward a product that does not work as expected. Design should be based on the user’s needs and expectations.

Design Work Process 

The work process we established at CWT for integrating design into projects and feature life cycles.


Product definitions

Gather details about the business requirements for the project and the scope of the project from stakeholders.


Success criteria 

Map the goals and KPIs of the product or feature. 


Preliminary research

Answer open questions and collect insights on the personas and use cases for the product. See "Research Guidelines" for methods.



UX strategy

Define how to accomplish the product goals while catering to users' needs.


Use cases

Map the reasons, goals and needs for users to use the product by frequency of use, in order to identify main usage patterns. 


Information Architecture (IA)

Create a diagram of the product's overall structure by segmenting the data and functionality into screens and states.


Concept testing

Measure different design solutions with real users in order to choose the right direction.


Detailed design

Test concepts, select a final design concept and define behavior, appearance and logic.



Define the interface text based on myCWT's tone of voice, which works in-line with the design. 



Development guidance

Create the necessary guidelines and materials for the development of the product and collaborate with the development teams to provide assistance and support to follow the design.


Usage evaluation 

Collect usage data and user feedback to make sure the product meets its goals and meets the users' needs and expectations. 

Experience Principles: Text
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