Jared Spool has a popular list of 5 things that execs care about. They are:

  • ↑ REVENUE: Increasing revenues
  • ↓ COSTS: Decreasing costs
  • ↑ NEW: Increasing new business/marketshare
  • ↑ EXISTING: Increasing revenue from existing customers
  • ↑ VALUE: Increasing shareholder value

The Designer Fund uses a 2 x 2 matrix that addresses a similar logic:

Save MoneyMake Money
Direct ImpactSales & Marketing
Support & Service
Dev & IT
HR & Ops
Sales
Conversion
Growth
New Value
Indirect ImpactMaintenance
Build & Errors
Training Time
Collaboration
Internal Tools
Process
Retention
Satisfaction
NPS
Brand Perception
Usability
Engagement

Which one is more correct? It doesn’t matter. They’re both correct because they’re asking the right kind of questions for the necessary impact of design. —JM


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