Why we should be discussing outcomes

Typically speaking, some of the biggest challenges I face when engaging a new client or statement of work, is generally that the feature or 'build' has already been decided. That's a huge hurdle that I think a lot of designers face.

As designers we're always tasked with carrying out business requirements, whilst promoting and pushing for user value. There in lies the value proposition for any product.

Focusing on outcomes is crucial for UX and product design because it helps ensure that the end product meets the user's needs and achieves the desired business goals. Prioritising outcomes helps to keep the user at the centre of the design process, ensuring that their needs and goals are the primary focus of the product design. This approach results in products that are more intuitive and easier to use, leading to higher user satisfaction and engagement.

By defining what success looks like, outcomes provide a clear definition of success for the design team, enabling them to work towards a common goal and minimise confusion or disagreements about the product's direction. Outcomes can also be quantified and measured, allowing the design team to evaluate the product's effectiveness and make data-driven decisions. This approach ensures that the product meets the desired goals and objectives and provides a clear path for improvement.

Design decisions that focus on outcomes are more likely to result in a successful product that meets the business's goals and objectives. A well-designed product can lead to increased user engagement, customer satisfaction, and revenue. Ultimately, focusing on outcomes is critical for UX, and product design as it helps to ensure that the result meets the user's needs, achieves the desired business goals and provides measurable value.