Ruteplan Product team, November 2026

PRINCIPLES

Five sentences we design by

Internal 01

Agenda

  1. 01Why
  2. 02The five
  3. 03Our no
  4. 04In review

01 Why

40

small design decisions we make every day, without asking anyone.

The principles make sure they point the same way.

02

Five principles the whole team knows by heart

The principles

One example from Ruteplan for each

1

One thing per screen.

In Ruteplan

The route view shows only the next stop. The rest is one swipe away.

2

Empty is an answer too.

In Ruteplan

No graphics on an empty day. It just says: No trips today.

3

Say it in words.

In Ruteplan

We removed 31 icons and spelled out the buttons.

4

Fast beats pretty.

In Ruteplan

The map is ready in 0.4 seconds. Animation comes after.

5

The driver is right.

In Ruteplan

Stops can always be reordered, even when the algorithm disagrees.

If it doesn't help the driver get to the next stop, it doesn't belong on the screen.
Anna Holm Head of Product, on principle 1
Delivery screen, version 4

Principle 1 in practice

14 → 3

The delivery screen had 14 fields. Now it has 3. Same task, half the time.

03 What we say no to

No

  • Decoration without a purpose
  • Five-screen onboarding
  • Features because others have them
  • Colors that need explaining

Yes

  • Text you can read in sunlight
  • One screen, one action
  • What drivers ask for three times
  • Black, white and one clear button

04 In review

Every review starts with a number from 1 to 5.

01

Show the screen

No slides. No explaining first.

02

Name the principle

Which number does it support, and which does it break?

03

Decide on the spot

Yes, no or one change. Never three.

Questions about the principles: Anna Holm

Thank you.

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