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The Google User Experience team aims to create designs that are useful, fast, simple, engaging, innovative, universal, profitable, beautiful, trustworthy, and personable. Achieving a harmonious balance of these ten principles is a constant challenge. A product that gets the balance right is "Googley" - and will satisfy and delight people all over the world.

Principles appear at different stages of a project and can be used in a variety of different ways. Being able to develop useful principles is, in my opinion, a core skill for all service designers.

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