Metrics are the signals that show whether your UX strategy is working. Using metrics is key to tracking changes over time, benchmarking against iterations of your own site or application or those of competitors, and setting targets.
Although most organizations are tracking metrics like conversion rate or engagement time, often they do not tie these metrics back to design decisions. The reason? Their metrics are too high level. A change in your conversion rate could relate to a design change, a promotion, or something that a competitor has done. Time on site could mean anything. Read More
In Part 5.1 of this two-parter within my larger series on applied UX strategy, I covered the benefits of using a shared language between business and design, then began my discussion of a three-stage model for solving business problems through design that progresses through the following three stages:
Stage 1: Helping product teams identify and solve user problems—which I covered in Part 5.1
Stage 2: Evaluating maximal outcomes for problem solutions
Stage 3: Moving from problem solving to innovation
When product designers keep in mind why a company chooses to solve particular user problems and how their solutions will impact the business—at every stage in this model—the focus of their work shifts from creating design deliverables to defining product strategy. Design becomes a strategic role whose goals are to increase key business metrics and drive innovation.
Now, in Part 5.2, I’ll delve further into this transformation of the product designer’s role, covering Stages 2 and 3 in depth. Read More