Two sides of Design Impact...What teams can control vs. What orgs must enable

[Bryan]

Basava, thank you!

“viability part is overlooked by most design leaders”

Agreed. One of the areas we address in the framework is mapping these outcomes. Design leaders are usually good at the user outcomes, and have a decent sense of the technology, but rarely connect these bake to the business outcomes.

@Helge shared some interesting ideas around CPI (he also has a great article on the through line of how employees see the impact of their work:

Capturing UX Metrics Sooner In Development Cycles

I would take a different approach. Engagement metrics are great, but they don’t get to the heart of what people are coming to your experience for in the first place. They are proxies for what the visitor values. e.g. in pharmaceutical marketing the ‘user’ is often a medical professional and they join the experience because they want to ‘learn’ something (e.g. the correct monitoring for a cancer patient). If we want to understand if we built something valuable that the medical professionals wo…