It is difficult to determine what is a good design because good design cannot be measured in a finite way. There isn’t a checklist to what makes a design on an A-list, but there is a set of guidelines to what makes a design good and effective. The set of guidelines I am referring to is Dieter Rams’ 10 principles of good web design and it guides designers in making design effective and in improving the online and mobile experience. The principles of being innovative and designing as little as possible exceptionally stood out to me in many ways.
Innovative design is effect in improving the online and mobile experience.
“Approach each project with an innovative mindset and critical thinking in terms of UI and graphic design, and always try to push your ideas forward, exploring new boundaries.” 
The possibilities for innovation are endless. I regard innovation as designing for the future and pushing the boundaries/limits in creating that future. For example, Steve Jobs, the co-founder of Apple, was not a follower. He was the pioneer of evolution and led the market with innovative designs. He didn’t emulate his vision of what smart phones might look like. He designed smart phones for the future and pushed the limits in creating it. Thus, gaining Apple the competitive advantage by making the first move in technology, marketing, and product innovation.
Another principle of Dieter Rams is “good design is as little design as possible” . To me, this principle sums up what a good design is. Good design serves a purpose; therefore, more design is not necessarily better. Having too much design may cause users to feel overwhelmed and troubled in understanding and navigating the content. Design less but make it impactful because it is important to identify the goals and design what is useful and essential to users.