Design for a life well lived.
We design towards useful moments: participation, connection, a clearer next step and something to look forward to. The time you spend with a product should give something back to your life.
Our principles
A little thought
goes a long way.
These are the ideas guiding what we build, how we explain it and the kind of experience we want people to have.
Keep people in the picture.
Technology can make an introduction, offer support and help you show up. Human relationships, contribution and the freedom to be yourself remain at the heart of the experience.
Make choices visible.
People should understand a suggestion and have a say in what happens next. In Me by Shifi, that means a clear central assistant, focused specialists and an approval model for meaningful changes.
Be clear about AI.
AI suggestions can be imperfect. We aim to explain their role and limits plainly. Encore’s demonstration labels its AI classmates; the planned live cohort experience is mentor led.
Leave room for every chapter.
People keep changing, learning and making plans at every age. Encore begins with the curiosity and contribution adults 55+ bring to a class.
Earn trust as we build.
Describe what is available, distinguish development from a finished release and explain how each product handles information. A shared brand should never leave people guessing about their accounts or data.
Principles in practice
Small choices.
A better experience.
For Encore, a classmate can listen or pass on a sharing activity. For Me by Shifi, a person chooses which specialists fit their life. For Social, a person can start with the activity that fits their energy and time.
These choices are part of how we want the Shifi family to feel: welcoming, useful and open to your way of participating.
Meet the family