Why do we have to spend time and energy on design

Article Description: recently, through a variety of channels and forms of contact with a number of designers, they come from different companies, doing very different products, but when I asked similar to the "design of the meaning" of such a question, their answer is not satisfactory. The most common answer is: it's better than it used to be, it looks good, or it's a business unit's demand.

Recently, through a variety of channels and forms of contact with a number of designers, they come from different companies, doing very different products, but when I asked similar to the "design of the meaning" of such a question, their answer is not satisfactory. The most common answer is: it's better than it used to be, it looks good, or it's a business unit's demand.

Why do we have to spend time and energy on design?

One might say this is to promote usability and the user experience. That's right, but then what? What can be brought about by the availability and the improvement of the user experience? Does it have commercial value? Not necessarily. You know, no one can prove that they have a certain connection with the company's business performance at the moment. Not that we make very high usability and user experience products, the company's business objectives must be achieved, users will be uninvited, squeeze the head to pay for our products or services. Usability and user experience are really the goals of design, but they are definitely not the most important goals and meaning. If we don't argue, the most important part of all our efforts in design is to meet the business needs of the company and help the company achieve its business goals.

To meet business objectives as the primary consideration, should be the basic principle of all designers work. Only works for the company in the business to bring practical use, the designer's work is valuable, this is the company's organizational form in the economy for everyone's innate requirements. Do you want to make changes to a feature as a designer? No problem, does this contribute to the growth of our business indicators? If not, why not do it to improve the design of business data? After all, anyone who does something in a company has a cost, and a designer can only blame himself if he or she does not understand the cost and benefit of doing something and then is assigned to do other work.

But it is important to emphasize that business goals are the most significant goals, but this certainly does not mean that we can do things without a baseline. For designers, the next thing to consider is the design of the user experience goals. Whether it's making a new design or perfecting an existing design, consider what the impact is on the user. The goal setting naturally balances the potential damage to the user experience of the first goal, making us try to improve the user experience while considering business goals, at least without hurting their feelings.

In the concrete work, I advocate all things are put into the data, take the historical data as the aid, with the forecast data as the goal. Before making the design changes, we first carefully assess the current situation through historical data, such as the current conversion rate, page stay time, task completion time and various business data, find out the possible space for improvement, then set a feasible goal, the new design on-line observation data changes. In this way, you really know that your changes are still not good, the interview users may not express clearly, but their behavior is that the data will not lie. In my opinion, this is the most effective way for designers to accumulate experience and also the most helpful working method for the company.