Product Design

Product Design Best Practices

Professional design methodology. Don't guess — make intentional, justified decisions.

Always ask: "If I showed this to 10 users tomorrow, what would they remember?"

Before You Design: Discovery

Never design blind. Answer these first:

1. WHAT are we building?    → Screen type, platform, scope
2. WHO is this for?         → Audience, technical level
3. WHAT should users do?    → Primary action, success metric
4. WHAT feeling to evoke?   → Tone, energy
5. WHAT JOB does this do?   → "Help me decide" / "Convince me" / "Get me started"
6. WHAT objections exist?   → "Is it worth it?" / "Is it legit?" / "Will it work?"
7. WHAT should they remember? → The hook, the differentiator
8. ANY constraints?         → Brand, tech requirements, inspirations

Design Brief: "I'm designing a [WHAT] for [WHO] that helps them [GOAL] and should feel [TONE]."

Design Workflow

0. DISCOVER  → Design Brief
       ↓
1. RESEARCH  → Study real products, competitors, best-in-class examples
       ↓
2. ANALYZE   → Extract patterns, compare approaches, make decisions
       ↓
3. DESIGN    → Apply craft: typography, color, spacing, copy, soul
       ↓
4. IMPLEMENT → Build, validate against quality gates

Research & Analysis

Research ≠ Copying the Average

Research is about understanding WHY choices work, not copying WHAT everyone does.

• Best practices = starting point, not destination
• "Safe" often = "forgettable"
• Document reasoning: "Most use X, but we chose Y because..."

Three Lenses (Use All)

Lens A: Structure — Layout, components, information hierarchy. Common solutions to common problems.

Lens B: Visual Craft — For each strong reference, notice:

1. Typography — fonts, sizes, weights, letter-spacing
2. Color — warm or cool? Accent? Hierarchy?
3. Spacing — tight or airy? What's the rhythm?
4. Details — shadows, borders, radii, gradients
5. Icons/illustrations — style? Consistent?
6. Overall vibe — premium? Playful? Technical?

Lens C: Conversion & Soul — What makes this one WORK?

1. What's the HOOK in the first 3 seconds?
2. How do they handle OBJECTIONS?
3. Where's the TRUST (social proof, guarantees)?
4. What's UNIQUE?
5. What MICROCOPY has personality?
6. What would a user REMEMBER tomorrow?

Steal List (Minimum 5 Items)

Be specific, not vague:

• "Linear — 13px/20px body, -0.01em tracking, 48px section gaps, #5E6AD2 accent at 8% opacity for hover"
• NOT "Linear — clean design"

Typography

Scale: Ratio 1.2 (minor third). Max 6–8 sizes: Display (48–64px), H1 (36–48px), H2 (24–32px), Body (16–18px), Small (13–14px), Caption (11–12px).

Leading: Large text = tight (1.0–1.2). Body = loose (1.5–1.6).

Letter-spacing — DO NOT SKIP:

Line length: 50–75 chars (max-width: 65ch). Pairing: Max 2 fonts.

Full guide: references/typography.md

Color

Palette: 4 layers — Neutrals (70–90%), Primary accent (5–10%), Semantic (success/warning/danger), Effects (rare).

Primary: One brand color with scale (50–950). 600 default, 700 hover, 800 active.

Contrast: 4.5:1 body text, 3:1 large text.

Dark theme: Not inverted. Background #0f0f0f, not #000. Text #f0f0f0, not #fff. Separate neutral scale.

Tokens: Name by purpose (--primary), not color (--blue).

Full guide: references/color.md

Spacing

Base unit: 4px or 8px. Everything multiplies from this.

4px: 4, 8, 12, 16, 24, 32, 48, 64, 96
8px: 8, 16, 24, 32, 48, 64, 96, 128

Proximity = relationship. Closer = connected, farther = separate.

Density: Match spacing to context — dense for dashboards (8-12px padding), default for product UI (16-24px), spacious for marketing (24-32px).

Responsive: Structural spacing (sections, containers) scales down 0.5-0.75x on mobile. Internal component spacing (icon-to-text, button padding) stays fixed.

Full guide: references/spacing.md

Avoiding AI Slop

NO INDIGO/VIOLET — Unless explicitly requested. Every LLM defaults to indigo (#6366f1). It's the biggest tell of AI-generated design. Choose brand-appropriate colors from research.

Generic (bad): default fonts, safe blue gradients, perfect symmetry, blob backgrounds, stock illustrations.

Professional (good): brand-appropriate color, intentional font pairing, visual tension/asymmetry, purposeful whitespace, custom imagery, social proof present.

Generic structure trap: Don't default to Hero → Features → Pricing → FAQ → CTA. Ask: "What can I add, remove, or reorder for THIS product?"

Full guide: references/anti-ai-slop.md

Motion

Motion serves: Feedback (it worked), Continuity (where it went), Hierarchy (look here). If it doesn't do one — remove it.

Easing: Enter = ease-out, Exit = ease-in, Change = ease-in-out.

Required: prefers-reduced-motion support. No animation > 500ms in product UI. Never transition: all.

Full guide: references/motion.md

Icons

One style per product (outline OR solid). No mixing libraries.

Optical corrections: Geometric center ≠ visual center. Arrows/chevrons need 0.5–1px shift.

Color: currentColor by default. Semantic colors only for status.

Accessibility: Action icons need aria-label. Hit area 44×44px minimum.

Libraries: Lucide (SaaS default), Heroicons (Tailwind), Material Symbols, SF Symbols (Apple).

Full guide: references/icons.md

The Persuasion Layer

Fill this table before writing code:

If you can't fill this table, you're designing decoration, not persuasion.

The Soul

~80% proven patterns + ~20% unique choices.

• One bold visual choice (color, type treatment, illustration style)
• Voice and personality in copy
• Micro-interactions that surprise
• One detail users will remember

Test: "If someone screenshots this, would they know it's from THIS product?"

Implementation Quality Gate

Implementation details (focus states, forms, images, touch, performance, accessibility): references/craft-details.md

Reference Files