Rosenverse

This video is only accessible to Gold members. Log in or register for a free Gold Trial Account to watch.

Log in Register

Most conference talks are accessible to Gold members, while community videos are generally available to all logged-in members.

Design ROI: Cover a Little, Get a Lot
Gold
Thursday, September 8, 2022 • DesignOps Summit 2022
Share the love for this talk
Design ROI: Cover a Little, Get a Lot
Speakers: Gonzalo Goyanes
Link:

Summary

In recent years, hundreds of articles have been published on the best way to measure, demonstrate and argue quantitatively "what is the Return on Investment of UX & Design?" In this talk, Gonzalo will explain how to make small measurements but with great impact – rather than trying to cover a huge universe of variables to measure design's ROI, which only makes us lose ourselves in theory. It will be based on a "fictional" environment but one similar to his (hundreds of designers and hundreds of digital products across 10 countries.) Takeaways How to demonstrate your value to management by translating your work into numbers and milestones How to implement a Global DesignOps that permeates your whole company    

Key Insights

  • Investing in design correlates with increased revenues and higher total shareholder returns, as shown in studies by McKinsey and Harvard Business Review.

  • Measuring design ROI in daily UX work requires aligning design goals with the company’s highest-level strategic objectives.

  • A simple profit formula—profit equals revenues minus costs—helps to categorize design goals into increasing revenues or reducing costs.

  • Separating design goals into what we want to achieve (business impact and experience) and what we need to achieve (investments in people, tools, process) simplifies ROI measurement.

  • Experience-related goals, like usability and customer satisfaction, are valuable and should be tracked separately rather than forcing translation into financial metrics.

  • Early involvement of design teams in business decision-making is more likely when the ROI strategy clearly links design actions to measurable business results.

  • Investments in design systems can be quantified through efficiency gains, such as reduced time to market and saved working hours.

  • Long-term investments like documentation and knowledge bases contribute to future cost savings and should be factored into ROI assessments.

  • Design ROI strategies must be tailored to organizational maturity: early-stage teams focus on quick wins, mature teams handle complex measurement aligned with company goals.

  • Maintaining a common language across organizational levels is key for design leaders to translate design success into business value comprehensible to leadership.

Notable Quotes

"Promote design means business growth — that’s been empirically demonstrated."

"We must transform the result of our success into the language of the highest level in the company."

"Profit is revenues minus costs — everything we do either helps increase revenues or reduce costs."

"Don’t spend too much time trying to translate experience goals into business metrics; show the value of experience separately."

"Documentation or knowledge base may not be a key for this year’s return, but it is for future return."

"When we launched Santander’s design system, we measured a three percent decrease in time to market as ROI."

"If you have a clear ROI strategy, you gain credibility and enter product creation earlier."

"There is no magic recipe; too many variables exist to define a direct relationship between design and financial parameters."

"The success of our ROI approach depends mainly on the moment and maturity you are in as a design team."

"Our aim as design leaders is not only growth but to be an essential part of the company’s strategy."

Ask the Rosenbot
Jennifer Kanyamibwa
Creating the Blueprint: Growing and Building Design Teams
2018 • DesignOps Summit 2018
Gold
Matt Duignan
Atomizing Research: Trend or Trap
2020 • Advancing Research 2020
Gold
Wendy Johansson
An Education on Design Education for Orgs
2021 • Design at Scale 2021
Gold
Sam Proulx
Mobile Accessibility and You
2022 • Design at Scale 2022
Gold
Benjamin Real
Maturity Models: A Core Tool for Creating a DesignOps Strategy
2021 • DesignOps Summit 2021
Gold
Saskia Liebenberg
Start Small for Big Impact (Videoconference)
2019 • DesignOps Community
Lija Hogan
Doing more with more: Lessons from the Front Lines of Democratization
2022 • Advancing Research 2022
Gold
Panel Discussion: Communicating the Value of DesignOps
2018 • DesignOps Summit 2018
Gold
Dan Willis
Theme 3: Intro
2024 • Enterprise Experience 2020
Gold
Andy Warr
Under My (Research) Umbrella: The Benefits and Challenges of Building a Unified Insights Function
2024 • Advancing Research 2024
Gold
Group Activity: Making Sense of DesignOps
2017 • DesignOps Summit 2017
Gold
Nathan Shedroff
Redefining Value: Bridging the Innovation Culture Divide
2015 • Enterprise UX 2015
Gold
Sam Proulx
Online Shopping: Designing an Accessible Experience
2023 • Advancing Research 2023
Gold
Megan Clegg
Space for Everyone: Reframing Accessibility Through a Wider Lens
2021 • Design at Scale 2021
Gold
Josh Clark
Sentient Design, AI, and the Radically Adaptive Experience (1st of 3 seminars)
2025 • Rosenfeld Community
Theresa Neil
Just Build Me a Dashboard! (Videoconference)
2019 • Enterprise Community

More Videos

Alex Hurworth

"The time for debate has passed; we need to act decisively and collaboratively."

Alex Hurworth Bonnie John Fahd Arshad Antoine Marin

Designing a Contact Tracing App for Universal Access

October 23, 2020

Laine Riley Prokay

"These brand new practitioners can bring fresh perspectives and new ways of thinking to hopefully see current problems in a new light."

Laine Riley Prokay Lisa Gordon

Carving a Path for Early Career DesignOps Practitioners

September 9, 2022

Eniola Oluwole

"We stopped talking about patterns and consistency and started talking about scalability and speed to connect with stakeholders."

Eniola Oluwole

Lessons From the DesignOps Journey of the World's Largest Travel Site

October 24, 2019

Nathan Shedroff

"If your budgets don’t connect to strategy goals, maybe those budget items shouldn’t exist."

Nathan Shedroff

Double Your Mileage: Use Your Research Strategically

March 31, 2020

Sam Proulx

"Mobile devices not only have built-in screen readers but also pitch-to-zoom and magnification settings out of the box."

Sam Proulx

Mobile Accessibility: Why Moving Accessibility Beyond the Desktop is Critical in a Mobile-first World

November 17, 2022

Feleesha Sterling

"If your design team cannot act quickly on findings, rapid research is not the method for you."

Feleesha Sterling

Building a Rapid Research Program (Videoconference)

May 18, 2023

Neil Barrie

"Bumble’s single feature of women making the first move addressed a huge cultural challenge and lifted the brand."

Neil Barrie

Widening the Aperture: The Case for Taking a Broader Lens to the Dialogue between Products and Culture

March 25, 2024

John Devanney

"We move here. We never actually become New Yorkers."

John Devanney

The Design Management Office

November 6, 2017

Katy Mogal

"If they don’t give you a seat at the table, bring a folding chair."

Katy Mogal

But Do Your Insights Scale?

March 12, 2021