Nick Lombardi

Nick Lombardi is an Editor working on acquiring and editing design content at O'Reilly Media. He has been working in technology publishing for 13 years, joining O'Reilly in the summer of 2014. Prior to that, he worked on information security and networking content for a large academic publisher. A New England native, Nick lives south of Boston with his wife, two boys, and two cats. In what passes for his free time, he enjoys craft beer, running, history, and science fiction.

Design for success: Manage business and user goals

Laura Klein on what makes a successful designer and how we should measure the success of product designs.

The_Silk_Merchant,_Japan_by_Robert_Frederick_Blum,_1892

Register for the UX Design for Growth — Improving User Conversion training session with Laura Klein. In this online, interactive training workshop, Klein, author of “UX for Lean Startups,” will teach you to design for product growth.

Designers have become more and more integral to the success of their organizations. This increase in visibility and responsibility requires new skills, a greater understanding of the goals of the business, the ability to work with a wider variety of stakeholders within the organization, and new ways to measure the success of design work. I recently spoke with Laura Klein, designer, researcher, engineer, and author of UX for Lean Startups and the popular design blog Users Know, about these topics.

Understanding the goals of the business

In discussing the essential skill set for designers today, Klein explains why designers need to understand what their organization is trying to accomplish and why they should get comfortable working with people outside of the design team:

I think nowadays we really have to understand what the business goals are and also what the user goals are, and how those two things can work together to make a great experience for the customer that also helps the business. … More and more, we’re really working on cross-functional teams, which I think is wonderful. It might mean that we’re working with a marketing person and an engineer or several engineers, and a product manager. We’re no longer just working off in our little silos with all the other designers, when all we have to do is talk design. We’re working with a really diverse group of people … I think it’s better for products, but it does mean we have to know how to communicate with more types of people. Learning how to do that can be incredibly important.

Read more…

Comments Off on Design for success: Manage business and user goals