In the product development world, there is often a perceived tension between the needs of the user and the requirements of the business. However, for a product to be truly successful, this relationship must not be a fight; it must be a balance.
To move from a "pixel pusher" to a strategic partner, a designer must learn to look through two distinct lenses simultaneously:
1. The UX Lens: Advocating for the Human
The UX lens is focused on the immediate and long-term experience of the person using the product.
- Core Focus: User needs, ease of use, clarity, and reduced friction.
- The North Star Question: "Is this good for the users?".
- The Goal: Building long-term trust through consistent value delivery.
2. The Business Lens: Driving the Needle
The business lens is focused on the sustainability and growth of the product within the market.
- Core Focus: Growth, revenue, user retention, and specific performance metrics.
- The North Star Question: "Does this move the needle?".
3. The Common Trap: Forced Choice
The biggest mistake a team can make is choosing one lens over the other.
- UX without business goals fails to scale because it lacks a sustainable model.
- Business goals without UX fail to sustain because they eventually alienate the user base.
4. The Sweet Spot: Value Alignment
Great products are found in the sweet spot where User Value and Business Value align. When users win consistently, business metrics like retention and revenue naturally follow.
Conclusion: The Designer as a Translator
Strong UX designers don't argue with stakeholders; they translate. They have the unique ability to connect deep user problems to tangible business outcomes. This ability to serve both the user and the business is the true source of a designer’s influence.
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