¹ Form follows function.
We believe that our designs should relate to their purpose and function.
² Function before trend.
Trends tend to change from one season to the next. Our scooter designs are timeless in form and function.
³ Default to simplicity.
We use design affordances to keep things intuitive.
⁴ Performance matters.
Design is not just what it looks like and feels like. Design is how it works.
— Steve Jobs
Our designs are edited down to what’s essential and we ensure every element performs at the highest level. There is no detail too small.
⁵ Seeking critique.
The trouble with most of us is that we would rather be ruined by praise than saved by criticism.
— Norman Vincent Peale
To us, feedback is just like music to our ears. It’s the fastest way to improve our designs.
⁶ Avoid jargon.
Any fool can make something complicated. It takes a genius to make it simple.
— Woody Guthrie
We remove the unessential as every complex action takes a lot of time and user's effort to understand.
⁷ Less is more.
We make everything count in our design. If functional and aesthetic elements don’t add to the user experience, we forget them.