What do you do if your graphic design project isn't meeting performance metrics?

1 Define your metrics

Before you can measure the performance of your graphic design project, you need to define what metrics you are using and why. Metrics are quantitative indicators that show how well your design is meeting its objectives, such as conversions, engagement, retention, or satisfaction. Depending on the type of project, you may use different metrics, such as click-through rate, bounce rate, time on page, or net promoter score. You should align your metrics with your project's purpose, audience, and context, and make sure they are relevant, specific, and measurable.

2 Collect and analyze data

Once you have defined your metrics, you need to collect and analyze data to see how your design is performing. You can use various tools and methods to gather data, such as analytics platforms, surveys, feedback forms, or user testing. You should collect data from different sources and perspectives, such as users, clients, or experts, and compare it with your benchmarks or competitors. You should also look for patterns, trends, and outliers that can reveal the strengths and weaknesses of your design.

3 Identify the problem areas

Based on your data analysis, you should identify the problem areas that are affecting your performance metrics. For example, if your design has a low conversion rate, you may have a problem with your call to action, value proposition, or layout. If your design has a high bounce rate, you may have a problem with your loading speed, readability, or relevance. You should prioritize the most critical and urgent problems and try to understand their causes and effects.

4 Generate and test solutions

After you have identified the problem areas, you need to generate and test solutions to improve your performance metrics. You can use various techniques to generate solutions, such as brainstorming, sketching, prototyping, or wireframing. You should aim for simple, clear, and effective solutions that address the core issues and meet the users' needs and expectations. You should also test your solutions with real users and data, using methods such as A/B testing, usability testing, or feedback loops. You should evaluate your solutions based on their impact on your performance metrics and their feasibility and scalability.

5 Implement and monitor changes

Finally, you need to implement and monitor the changes that you have made to your graphic design project. You should communicate your changes to your clients or stakeholders and explain how they will improve your performance metrics. You should also monitor the results of your changes over time and see if they are achieving the desired outcomes. You should use the same metrics and tools that you used before and compare the before and after data. You should also be ready to make further adjustments or iterations if needed.

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?