MANIFIESTO

1. Everything is design

When we use our phones, read a menu, walk through a city, or interact with a simple button on a screen, we are being affected by design decisions and design artifacts. Sometimes they are obvious, sometimes they are almost invisible, but they are always there. Design shapes how we move, understand, choose, and feel.

I think that is where the power of design lives: in creating a bridge between people and the things they need, often without being noticed. This is also where design separates itself from art. Design has a certain neutrality of authorship. Is not always about expressing the designer, but about serving the experience.

2. This is for everyone

One of the Olympic opening ceremonies that impacted me the most was London 2012. At the end of the ceremony, Tim Berners-Lee appeared, the creator of the World Wide Web. While he greeted the audience, a phrase was projected across the stadium: “This is for everyone.”

I always found that moment powerful. Years later, I borrow that same idea to talk about another discipline that should also be focused on the majority: design. Good design should not be exclusive, confusing, or made only for a few. It should be accessible, generous, and useful to as many people as possible.

3. Put yourself in other people shoes

One of the things I enjoy the most about design is that every project asks you to enter a different world. If I have to design a website for an electric company, I need to understand that industry. If I have to design an app for a gym, I need to understand how that business works and how its users behave.

Design requires curiosity. You have to listen, observe, ask questions, and temporarily think like someone else. The better you understand the context, the better your design decisions become. Empathy is not just a nice word in design, it is part of the job.

4. Content is king

Design without content is just decoration. What really matters is the message, the information, the thing you are trying to communicate. Design should exist to make that clearer, not to compete with it. When content is strong, design becomes a powerful amplifier.

I try to understand the content first before making visual decisions. The structure, the hierarchy, the tone. Once that is clear, design naturally falls into place. Good design doesn't distract from the message, it makes it easier to access and understand.

5. Clarity is the goal

Clarity is something I always aim for. When something is clear, it feels effortless to use. There is no confusion, no extra thinking required. Everything flows in a natural way, and that creates a better experience overall.

Achieving clarity is not always easy. It usually means simplifying, removing things, and making tough decisions. But in the end, it is what makes design truly useful. If people understand it quickly, the design is doing its job.

6. Aesthetic as experience

Aesthetics are more than just how something looks. They shape how something feels. first impression of any product is visual, and that moment defines how people relate to it from the start.

I believe good aesthetics should support the experience, not dominate it. It should feel natural, consistent, and aligned with the message. When visual decisions are made with intention, they create trust and connection over time.

7. Think it as a system

Designing with systems helps bring order to complexity. Instead of solving the same problem over and over again, systems create a foundation that can scale. They make decisions easier and keep things consistent.

I like to think in patterns, rules, and structures. This doesn't limit creativity, it actually supports it. When the base is strong, it becomes easier to build and evolve without losing coherence.

8. Rhythm and velocity

Speed is part of the experience. People expect things to respond quickly, to load fast, and to feel smooth. When something is slow, it breaks the flow and creates frustration.

I try to design experiences that feel light and responsive. Not only in performance, but also in how users move through them. Good rhythm makes everything feel more natural and intuitive.

9. Intention in the detail

Small details make a big difference. Every space, every alignment, every interaction contributes to the overall experience. Even if users don't notice them consciously, they can feel when something is off.

I try to be intentional with every decision. Nothing should be there just because it “looks good”. When every detail has a purpose, the design feels more solid and more refined.

10. Design, the neverending story (a process in constant evolution)

Design is not a final state, it is an ongoing process. There is always something to improve, something to refine, something to rethink. What works today might need to evolve tomorrow.

I see design as something that grows over time. Iteration is part of the work. Staying open to change and continuously improving is what keeps things relevant and meaningful.