Always think about the user. Our products must be very sensitive to the needs of the user throughout the course of their respective lifecycles. This means that we approach the design of our products with a sharp focus on empathy. In doing so, we must acknowledge that the user is not like us, and ensure that we are mindful of all participating cognitive abilities.

Always think modular. Every feature of an AthenasOwl product should be conceptualised and designed in isolation. Our goal is to design elements that are as context agnostic as possible, so that we can inject a large amount of flexibility into them. This will enable effective reconfiguration of all the features we have designed, to create new products with ease.

Always think about the impact of our products on human ability. Our goal is to supplement humans, not substitute them. We truly believe that humans and computers, in unison, can produce more far-reaching effects than the sum of their individual effects. We must therefore channel our product design through a profound and inclusive view of humanity. 

Always think about how we can retain the human experience in the use of our products. This means that our products must engage our users, and not cast them aside as mere screen watchers. Our interfaces must always address the question, “If everything can be automated, how do humans participate?”