Design Principles

Don't get too attached — this content made a permanent move to We'll kill everything below on April 16.

We can connect our visions for the company and our products down to principles that should guide every decision we make.

2025 Vision

Capture and bring value to every moment in sports.

How can you make our 2025 vision a reality?

Product Vision

Every Hudl product makes people better, every relationship stronger, every practice more productive and every game more memorable.

How can you make our product vision a reality?

Product Principles

  1. Be there.
  2. Just give me my damn video.
  3. Solve real problems.
  4. Earn my trust.
  5. Give me a voice.
  6. Inspire me.

Read more about the product principles here.

How can you practice these product principles?

Design Principles

Craft experiences that are clear, focused, and predictable.


Things don’t require explanation. Meanings, states, and actions are unambiguous. Hierarchies are well-defined. Lists and forms are easily scannable. Copy is direct.


Every interface and every element is optimized for a primary job. There are no superfluous elements or steps. Workflows are terse. Secondary elements are progressively disclosed. Copy is contextually relevant.


Things behave as people expect. That expectation comes from our own internal design consistency, platform conventions, personalization options, and people’s own mental models. Transitions between devices, between teams, across products, or through several tasks are not disruptive.