Our Design Principles


  • Use present tense and active voice.
  • Avoid technical jargon.
  • Don’t over-explain, and reduce to the most important information.


  • Keep it short, simple, and conversational.
  • Less is more. Users don’t have time to read a block of text.
  • Talk to the user in second person–use “You.”


  • Make it friendly, approachable, and intuitive.
  • Be accurate (know the difference between search vs filter).
  • Be direct. Don’t beat around the bush.

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FAQ Section