Product decisions
Principles that guide UONE
These principles shape the customer experience, evidence presentation, messages, and recovery guidance.
Evidence before assumption
Present findings only when supported by relevant evidence; do not fill gaps with guesses.
Blank is a valid outcome
Leaving a field empty is better than presenting unreliable information as useful.
Confidence is not certainty
Use confidence to guide review, not to replace identity confirmation or human judgement.
Explain uncertainty
Show when evidence is incomplete, conflicting, outdated, or suitable for manual review.
Better input, better context
Accurate, complete identity context can improve differentiation, but does not guarantee evidence.
One clear action per control
Buttons and messages should reflect the latest confirmed action, especially when starting, pausing, resuming, stopping, or signing out.
Recover without duplication
Interrupted work should be recoverable without silently creating duplicate campaigns, exports, or charges.
Responsible use by design
The product should reinforce authorisation, proportionality, access control, and appropriate human review.
No hidden overpromises
Avoid unsupported claims about accuracy, success rate, legal compliance, recency, or guaranteed contact information.
Why these principles matter
A useful service must be honest when evidence is limited, clear when an action needs attention, and specific about what the customer should review.
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