The 6 Principles behind Design at Base

At Base, we value great design. It allows us to connect with our customers through stories, develop trust through familiarity and help them achieve their daily tasks with less friction.

As we grow as an organization, the importance of scaling our design process also grows. For our process to be successful, it has to become an integral part of our company values and culture. One of the foundational ways that we make this happen is through our design principles.

Principles build a culture of feedback and constructive problem solving that can scale from an individual designer to developers, marketers, and key stakeholders. In this post we’ll go over our principles and give you examples of what it means to achieve these.


Above are a few of the elements that comprise our UI Kit. There are more than 60 components that are a part of our library.

Ultimately, our experience should promote cohesiveness and familiarity to our users. Our customers benefit when we utilize common patterns and encourage assimilation as we introduce new features and expand our offerings through products like Apollo.


Our users strive to be more productive. With this in mind we should create experiences that help the users complete their goals in the most efficient way possible. We achieve this by understanding our customers through feedback, data and key metrics.


We provide our users with feedback after an action has been completed.

We must provide transparency through feedback and promote the proper goals. Every action has a consequence and we should inform our users so they can develop trust and reliability.


Content should be concise and frame experiences, and visual affordances should clearly communicate the possibility of action.


Location matters when a rep is working out in the field, so we make the process of adding leads as easy as possible by utilizing GPS.

Platform and context matters. We should be making experiences that are adaptive, scalable and add value.


Our interface should be clean, understated and focused on the essential aspects of what our users are trying to achieve.

The Machine behind the Machine

As we grow as a design organization this is just one piece of the puzzle. Design patterns, components, and processes add to what builds the machine behind the machine. This blog is only the beginning, and we’re excited to provide future posts that give you more insight into what drives the Base design team in the coming months.

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