A Canvas for your Design Metrics
A starter kit for setting KPIs to your design team, and start implementing a lean data-driven leadership model
Your KPIs are what connects your design work to business. They are able to align each team effort across the whole company towards the same strategic objective.
Many designers dismiss strategic objectives. But strategy often reflects the ambition of the whole company. You want to be aligned with this.
When your creative actions are aligned with strategy, you get freedom of creativity. You are finally able to implement design actions (user interface improvements, new product ideas, new services etc).
Do your actions, however, have clearly defined goals? Are these goals attached to the strategic objectives?
Here's how to avoid this common pitfall:
We want to be the pioneer same-day delivery company in the Nordics, totally operated with drones.
We need more big companies downloading our brochures and more small companies contacting us for a quote.
In this example, you can see the difference. The strategy objectives are an ambition, it involves several efforts to get there. The goals are things that need to happen so that ambition is fulfilled.
Start by creating a clear distinction between objectives and goals.
Measuring design work
Most people concerned with numbers are far from the design hands-on work. They are managers and C-level people concerned with what they get (output), not with what you do (input). They are concerned with revenue, leads, traffic, downloads etc.
As a designer, you need to bridge the gaps. You need to track the input actions that generate revenue. And attach it to the business metric that tracks the output: revenue itself. Do this, and you will get a seat at the strategy table.
How do we go forward?
A big MEASUREMENT leap: measure what you have to do, and then the results THAT your actions bring.
Number of whitepapers published related to how big companies should react post-Covid; number of Covid-19 issues discussed in the whitepapers.
ADJUST YOUR ACTIONS ACCORDING TO PERFORMANCE
Number of whitepapers downloaded by big companies,
Number of meetings booked after downloads,
Number of deals closed with big companies.
Now you may adjust your actions according to business performance, while keeping teams aligned and productive.
Lastly, your targets. Targets are easy: they are the numbers you need to hit within a given period of time.
The tricky part is that leaders often mistake targets for simply KPIs. Now you know better and can tell that there's little help to managers repeating that "we need more revenue", but not really managing the situation with numbers.
On the upcoming 6 months:
1000 Leads from whitepaper downloads
$500K in revenue with big businesses
How to get started?
Now you are able to use this canvas to keep your creative actions on track. You may create a fancy dashboard, an automated or manual Google Sheet or even just a time-to-time report for stakeholders.
The important thing is that whatever you do, you will know exactly how to keep on track and aligned with your organization, other teams, your own team and your own actions.
You will also be able to track the input and see how it affects the output.
Download the Essential Experience Canvas
Use this canvas for solo work or workshops, whenever you need to create solutions for customers. This value proposition canvas will help you to:
Create services people love, by tapping onto their needs and emotions
Create alignment between customer and business needs
Go straight to the creation of concrete outcomes that tackle these needs.
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