# Why Stakeholders Should Value Product Designers' Expertise
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Chapter 1: The Importance of User-Centric Design
In a recent Twitter post, Rob DiMarzo articulated a sentiment that resonates deeply with product designers: “It’s called USER experience design, not STAKEHOLDER experience design.” This statement encapsulates the frustration designers often feel when higher-ups—like CEOs, CTOs, or Product Managers—impose their opinions on design processes.
This article delves into why product teams should prioritize user data over stakeholder opinions. The objective is to equip designers with the ability to convey their feelings and experiences when company culture emphasizes stakeholder preferences over empirical data.
Understanding Stakeholder Opinions
In product design, our primary goal is to understand and meet user needs, ensuring they derive value from the solutions we create. When stakeholders demand design modifications based solely on personal preference, they often disregard user data and insights.
For instance, during a design review, a stakeholder might request, “Please change the flow.” When pressed for reasoning, their response might simply be, “I don’t like it.” While stakeholders can suggest changes if backed by valid reasoning, they should communicate these clearly. Meanwhile, designers must strive for empathy and engage in constructive dialogue with stakeholders. Both parties ultimately share the goal of the product’s success.
Measuring Product Success
In sports, winning and losing are measured by a scoreboard, but evaluating a product’s success is more nuanced. While rising revenue might suggest growth, it’s essential to look deeper. If a company gains 10% new users but has a 9% churn rate, it indicates that many users find little value in the product.
Establishing clear Key Performance Indicators (KPIs) and agreeing on success metrics helps align everyone’s objectives. For instance, tracking daily active users provides a straightforward way to gauge success. This method shifts the focus from subjective opinions to measurable results.
The Designer's Perspective
Before placing blame solely on stakeholders, designers should reflect on their own communication strategies. Are you clear on the product's goals? Understanding company objectives and success metrics is vital for articulating design decisions effectively. If these concepts are unclear, seeking clarification from the product manager is essential.
Essential Terms for Designers
With the evolving role of designers—now often referred to as product designers—it’s crucial to grasp basic product management terminology, including KPIs, ROI, CAC, and LTV. Familiarity with these concepts allows designers to explain how their decisions contribute to business objectives.
For a comprehensive understanding of the business side of design, consider reading articles that provide insights into the SaaS business model.
Why Stakeholders Should Refrain from Imposing Opinions
When stakeholders impose changes without proper justification, it signals a lack of trust in the designer’s abilities. A scenario where a stakeholder requests significant alterations without valid reasoning can undermine a designer’s confidence and motivation.
Moreover, when stakeholders dictate design changes, they inadvertently reduce designers to mere executors of tasks rather than allowing them to leverage their problem-solving skills. This dynamic can slow the product development process as designers await approvals and rework designs based on stakeholder whims.
The Risk of Losing Talent
One significant consequence of disregarding designer input is the potential loss of skilled professionals. When talented designers feel their contributions are undervalued, they may seek opportunities elsewhere, leaving behind less experienced team members.
Designers who perceive that stakeholders prioritize their preferences over user needs may disengage, affecting the overall quality of the product. This environment fosters a culture where designers feel compelled to meet stakeholder expectations rather than prioritizing user experience.
Conclusion
The intent of this article is to highlight the importance of respecting product designers' insights. By fostering an understanding of business principles, designers can communicate effectively with stakeholders.
Ultimately, when stakeholders acknowledge the value of designers’ expertise and consider user needs, the entire team can work more effectively, resulting in better products and enhanced user satisfaction. Thank you for taking the time to read this. I hope it sheds light on why stakeholders should value the opinions of product designers. Feel free to share this with colleagues, and if you have any questions, don’t hesitate to ask.
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