"When I transitioned from a UI/UX designer role to a greater involvement in both product and design decisions, I realised the biggest shift was in perspective. It was learning to anchor design decisions on user and business outcomes, not just on pixel-perfect UIs. This approach forced me to think less about "is this design pretty?" and more about "does this design help someone take the next step?""
"What else might be missing here? What are some of the complications the user can run into? Where are the real friction points? Which steps can we eliminate or streamline? and on and on... Don't fall into THIS trap! Outcome-driven design works well in B2C contexts, where metrics like sign-ups or purchases are more likely to clearly tie back to design choices. But when you shift into building B2B products, things become a little messier."
When designers move from UI work to product and design decision-making, perspective shifts toward anchoring choices on user and business outcomes instead of pixel precision. Design evaluation focuses on whether interfaces enable users to take the next step and on uncovering missing elements, complications, friction points, and unnecessary steps. Outcome-driven metrics map well to B2C products where actions like sign-ups and purchases clearly reflect design impact. Enterprise and B2B products involve multiple roles and complex adoption paths, so single-click metrics rarely capture true value. Measuring success requires understanding organizational workflows, role-based incentives, and longer adoption cycles.
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