The Google User Experience team aims to create designs that are useful, fast, simple, engaging, innovative, universal, profitable, beautiful, trustworthy, and personable.
To achieve these aspirations and achieve that 'Googley' experience, they suggest a balance of these principles:
- Focus on people – their lives, their work, their dreams.
- Every millisecond counts.
- Simplicity is powerful.
- Engage beginners and attract experts.
- Dare to innovate.
- Design for the world.
- Plan for today's and tomorrow's business.
- Delight the eye without distracting the mind.
- Be worthy of people's trust.
- Add a human touch.
I'm fond of 'Simplicity is powerful', on which they go on to say:-
Simplicity fuels many elements of good design, including ease of use, speed, visual appeal, and accessibility. But simplicity starts with the design of a product's fundamental functions. Google doesn't set out to create feature-rich products; our best designs include only the features that people need to accomplish their goals. Ideally, even products that require large feature sets and complex visual designs appear to be simple as well as powerful.
Also, their ethos on balancing business needs (i.e. making money) with user goals in 'Plan for today's and tomorrow's business' makes me warm inside.
Those Google products that make money strive to do so in a way that is helpful to users. To reach that lofty goal, designers work with product teams to ensure that business considerations integrate seamlessly with the goals of users. Teams work to make sure ads are relevant, useful, and clearly identifiable as ads. Google also takes care to protect the interests of advertisers and others who depend on Google for their livelihood.
Google never tries to increase revenue from a product if it would mean reducing the number of Google users in the future. If a profitable design doesn't please users, it's time to go back to the drawing board. Not every product has to make money, and none should be bad for business.