When it comes to designing digital engagement platforms, there are a few key factors to consider that will ensure design success. We’ve boiled it down to just 5. We’ve even given each a title beginning with the letter ‘P’. Could it be any simpler? So whether you’re designing a dashboard for the administrator’s data analysis or the website homepage for your client’s customers, remember these 5 key principles to be sure of delivering great looking design and functionality that will successfully engage your users.

Participants
The team is poised and ready to go. Your project manager is itching to colour code his Gannt Charts. Your developer has her brand new Adobe Fireworks javascript extensions to unleash. Your client has signed off the budget today and wants to see results yesterday. The pressure is on so where to start? Whatever you are designing, the very first question to ask is, who is it for? Who will be using it? You must ensure your solution is developed for and with your participants in mind. User and market research will help to define this audience because if they don’t find a benefit to using your digital solution, who will?

Purpose
A few years ago, when smartphones were still a minority luxury (as opposed to the base of the pyramid of Maslow’s Hierarchy of Needs along with WiFi), marketing managers would often tell us they needed a mobile app. “Why?” we would ask and invariably the answer would be “Because we want one.” “But what is it for? What do you want it to do?” “We just need an app.” came the reply. The missing question in this thought process was what is the objective? Why do we need this? This is a fundamental question that must be answered and clearly understood. Analyse requirements and then design with the purpose in mind otherwise you will lose sight of the aim.

Pull
Your audience and objective have been defined but how will you avoid a one use wonder? Users need a reason to return for more. The pull should be defined through the research process as it is intrinsically linked to the participants’ requirements. So be sure to give them that pull in whatever you design be it the tone or frequency of refreshed content or the relevance and representation of real time data.

Process
Decisions must be made about the process of design and delivery. How is it to be developed? What are the requirements and who are the stakeholders? How will the wireframes be presented? Will there be prototypes along the way and at what stage? Defining the processes beforehand will help those designing avoid confusion and wasted time along the way. It will ensure all stakeholders know what to expect and when.

Principles
There can often be a great many people involved in the design process. Some will be invited to participate and share their thoughts, others, often the person signing the cheque may not have been invited. That is not to say their input is invalid but we have all had experience of the disappointing results of design by committee. Consistent design principles will help keep things on track. These principles can be defined through the agreed processes and purpose of the solution and should constantly be referred back to.

These 5 Ps can be easily applied to other creative processes such as copy writing and content creation and not just digital design. Obviously this is fairly broad advice and there many questions and decisions to be made around each factor. But bearing these in mind throughout the design process and, with a little preparation and planning, your digital design will be a success. Hang on, is that 7 Ps now…