the original ten founding principles, for GDS’ Digital Service aka GOV.UK

1. Start with needs
2. Do less
3. Design with data
4. Do the hard work to make it simple.
5. Iterate. Then iterate again.
6. Build for inclusion.
7. Understand context.
8. Build digital services, not websites.
9. Be consistent, not uniform.
10. Make things open: it makes things better.

Via Design Observer