What makes a good product?

At Toss, Product Principles are at the heart of the products^* we create. They define what quality means to us and provide the foundation for meaningful feedback and improvement. *A “Product” at Toss refers to the wide range of services we offer our customers, from money transfer and loans to step tracking and credit checks.

At the core of our Product Principles is Simplicity. A product should never require users to “know” or “learn” how to use it. The simpler the product, the more people use it, and the faster and bigger the service grows.

Behind every Toss service is rigorous thinking, relentless experimentation, and bold challenges. Along this journey, we have discovered the following 10 principles for creating products that truly succeed.

01. Casual Concept

Are complex ideas presented in a way that feels familiar and easy to understand? Here at Toss, we replace technical jargon with everyday language that anyone can grasp instantly.

02. Simple Policy

An intuitive product starts with a simple policy. No matter how polished the UI, if the rules are complicated, the product will feel complicated.

03. Value First

It’s our job to show users that our product is worth their time and money. By clearly communicating its benefits before asking them to act, we guide users seamlessly to complete the task at hand.

04. Clear Action

Is the required action to achieve the desired result obvious at a glance? Without reading a word, users should know exactly what to do next.

05. Context Based

Was the entire user journey considered in the design? Every product flow should feel natural from beginning to end. A fragmented or forced experience will only push users away.

06. Easy to Answer

Can users answer every question within three seconds? If users find something hard to decide, we provide recommendations. When they can’t recall something, we retrieve the information for them. Three simple questions are always better than one difficult one, but none is the best.

07. Explain Why

Did users receive a clear explanation of why they needed to complete the action? Never assume what’s obvious to us is obvious to users. Always explain the reason behind an action so they can move forward with confidence.

08. One Thing

Each page should deliver a single, clear core message, refined to its essentials.

09. No More Loading

Have we completely removed waiting for users? Long wait time drifts users away. Pull all levers to eliminate delays —whether by redesigning flows, improving policies, or adopting new technology.

10. Minimum Features

More features in a product mean more complexity, slower updates, and more bugs. Adding a new feature often brings more cost than value, and should be a last resort.

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