In 2025, designers must translate their design work into measurable business impact, as businesses prioritize value over aesthetics amid budget constraints. The ability to articulate how design decisions affect business KPIs is crucial. For example, at Target, design presentations are structured around loyalty metrics and customer lifetime value. Additionally, designers of internal applications face unique challenges, particularly since users do not have a choice in using these tools. Understanding methodologies like CASTLE can help address the difficulties in tracking impact for internal design work.
Businesses aren't paying for pretty pixels when budgets are tight: designers are asked to draw clear connections to justify their value.
At Target, everything needs to connect to loyalty metrics and customer lifetime value. When I present design decisions, I always start with how this impacts our business KPIs, then explain the design rationale.
One of the most challenging aspects of designing for internal applications is that users don't have a choice.
The most critical skill designers need is the ability to translate their design work into business impact.
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