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About A Smart BearYou redesign your entire website, customers and employees say it's better, but none of the metrics change… Does design even matter?
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A Smart Bear · Jason Cohen
articleprincipleSource excerpt
About A Smart BearYou redesign your entire website, customers and employees say it's better, but none of the metrics change… Does design even matter?
This is a limited feed-provided excerpt, not the full original work.
Apollo layer
Treat positive reactions to a redesign as qualitative evidence, not proof of business impact. Before investing heavily, define which customer behavior or business outcome the design should change and test whether design is actually the constraint.
A redesign can feel better without improving results. Clear hypotheses help founders distinguish valuable customer experience improvements from costly aesthetic work that does not address the business’s current bottleneck.
For your next design project, complete this sentence: “If this solves the real problem, we expect [specific users] to change [observable behavior], improving [metric] within [timeframe].”
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