Good design results from a thorough understanding of the context, parameters, user and objectives of any given project. 

Everything in the design process is important. Good design should communicate a coherent message, purpose and vision.

Good design requires being rigorous at every stage of the process. Take time to do things properly, making sure your solution is appropriate, tested and checked. 

Don't be afraid to pivot or reframe if your project needs it. Be flexible, open-minded
and never be too precious.

Everything created should be made with a long-term approach in mind. It helps to maximise success and extends usefulness.