How designers use objective-driven UX design to solve business and customer problems
“If only I moved that column 5 pixels to the left.. then that would have made our design a success!” — No designer ever.
If we can all agree that the above statement is a bit nonsensical, then why does it come up so frequently? How do we get teams and organizations to stop focusing on the minutiae and, instead, focus on something bigger?
When a non-designer thinks of design, what typically comes to mind? I imagine most people conjure up images of elegant UI’s, beautiful animations, or thousands of post-it notes plastered around a room. If your organization views design this way, then you will continue to receive aesthetic and superficial feedback — becoming that truly dreaded term ‘pixel pusher’.
Let’s be clear: a problem is not “we need more revenue”. Rather, a problem is: our customers are confused during our app’s onboarding experience, which lowers our conversion rate and NPS. Notice how we appended two objective and measurable metrics to our problem statement: conversion rate and NPS.
Therefore, our design objectives become about driving measurable goals. This has a few notable benefits:
When you iterate on an objective-driven UX project, the focus of your iterations should never just be on the designs themselves. You should focus on iterating on the problem statement, identifying and measuring the correct outcomes, and defining the correct constraints. Experienced designers will tell you that the biggest design challenges are not with the actual implementation of a design solution, but rather with identifying the correct problem to solve.
This article was originally published on Justin’s Medium Page.
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