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How do you measure and demonstrate the value of your design work to your clients or employers?

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As a designer, you know that your work has a positive impact on your clients or employers, but how do you prove it? How do you communicate the value of your design work in a way that resonates with your stakeholders and helps you achieve your goals? In this article, we will explore some methods and tips to measure and demonstrate the value of your design work, whether you are working on a project, a product, or a service.

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Richard Shook

Artist @ S Richard Shook Fine Art Studio | Bachelors of Art in Art and Design

1 Define the problem and the goal

Before you start designing, you need to understand the problem you are trying to solve and the goal you are aiming for. This will help you align your design work with the needs and expectations of your clients or employers, and also provide a clear direction and criteria for your design process. You can use various tools and methods to define the problem and the goal, such as user research, stakeholder interviews, competitive analysis, user personas, user journeys, problem statements, value propositions, and SMART goals.

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2 Choose the right metrics and methods

Once you have defined the problem and the goal, you need to choose the right metrics and methods to measure the value of your design work. Metrics are quantifiable indicators that show how well your design work is performing against the goal. Methods are the ways you collect and analyze data to measure the metrics. Depending on the type and scope of your design work, you can use different metrics and methods, such as usability testing, user feedback, surveys, analytics, conversion rates, retention rates, customer satisfaction, net promoter score, return on investment, and cost-benefit analysis.

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Richard Shook

Artist @ S Richard Shook Fine Art Studio | Bachelors of Art in Art and Design
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Depending on the nature of a designer's contract, for example, if this circumstance represents a bid rather than a contract, or a proposal as part of a contract to defend a position, key metrics will be important. As would alternate design proposals. Any position should demonstrate a clear answer "toward" a defined problem most likely already established by the client. Unless the designer is engaged to research and define objectives. The word "toward" in this instance suggests that any proposal isn't "the" answer but an answer, subject to (implied) iterative design processes. A good designer, I think, should be prepared with extreme alternatives. Usually knowing in advance the best alternative.

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3 Communicate the value with stories and visuals

After you have measured the value of your design work, you need to communicate it effectively to your clients or employers. You can use stories and visuals to present your data in a compelling and engaging way that showcases the benefits and outcomes of your design work. Stories are narratives that explain how your design work solved the problem and achieved the goal. Visuals are graphics that illustrate the data and the impact of your design work. You can use various formats and tools to communicate the value with stories and visuals, such as reports, dashboards, infographics, presentations, case studies, and portfolios.

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Richard Shook

Artist @ S Richard Shook Fine Art Studio | Bachelors of Art in Art and Design
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This is a matter of sales and the establishment of "bona fides." Business relationships are based on personal histories and network connections. Establishing the value of the designer's work is most beneficial to the designer to avoid pitfalls in negotiations. I believe that supporting materials overcompensate and lead to a "hard sale" due to shortfalls in experience, work history, and network. Portfolios should minimize extraneous content and emphasize the bottom line.

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4 Align the value with the business strategy

Another way to demonstrate the value of your design work is to align it with the business strategy of your clients or employers. Business strategy is the plan and approach that guides how a business achieves its vision and mission. By aligning your design work with the business strategy, you can show how your design work supports and contributes to the overall success and growth of the business. You can use various frameworks and models to align the value with the business strategy, such as SWOT analysis, balanced scorecard, business model canvas, and value chain analysis.

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5 Involve the stakeholders throughout the process

Finally, a good way to measure and demonstrate the value of your design work is to involve the stakeholders throughout the process. Stakeholders are the people who have an interest or influence in your design work, such as your clients, employers, users, customers, partners, and suppliers. By involving them throughout the process, you can build trust and rapport, gain insights and feedback, validate and refine your design work, and showcase the value and impact of your design work. You can use various techniques and tools to involve the stakeholders throughout the process, such as co-design, workshops, prototypes, demos, and reviews.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Richard Shook

Artist @ S Richard Shook Fine Art Studio | Bachelors of Art in Art and Design
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If you are already working with a client, they've had a reason to choose you. Anything a designer does must reinforce the value of that choice. I've found that the measure of quality is contexted in reliability in product quality and promptness in achieving project milestones. In my view, involving the client in the design process at key junctures reinforces value because it mitigates potential missteps and establishes prior knowledge should changes be required outside the scope of a contract, and it holds the designer accountable should deficiencies arise.

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How do you measure and demonstrate the value of your design work to your clients or employers?

1

2

3

4

5

6

1 Define the problem and the goal

2 Choose the right metrics and methods

3 Communicate the value with stories and visuals

4 Align the value with the business strategy

5 Involve the stakeholders throughout the process

6 Here’s what else to consider

Design

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How do you measure and demonstrate the value of your design work to your clients or employers?

1

2

3

4

5

6

1 Define the problem and the goal

2 Choose the right metrics and methods

3 Communicate the value with stories and visuals

4 Align the value with the business strategy

5 Involve the stakeholders throughout the process

6 Here’s what else to consider

Design

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