In cross-platform design, our mission is to create experiences that are intuitive and familiar. It's not just about resizing screens. It's about deeply understanding what users expect from an app in each context and on each device, and then making those tasks achievable by thoughtfully designing the application.
You might have heard the saying, 'If something looks very simple, it means a lot of research went into it.' UX is all about this. The best designs are invisible, the ones you don't notice - they seamlessly guide the user through the experience without drawing too much attention.
All designs need to be applicable to and implementable with current technology and resources. Adding new features should neither require a complete redesign nor should it turn your app into a Frankenstein of mismatched elements.
Designs also have to be systematic! That makes sure they can be efficiently handed off to development or easily picked up by other designers.
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