Communicating the Business Impact of Your Design Decisions

Designers tend to present what they made, not how they think. But your business stakeholders are listening for the rationale: what problem you’re solving, the metrics you’re influencing, and the evidence behind your decisions. We’ll cover how to make and defend design decisions in product and business terms, quantify research such as a usability test, and demonstrate impact when there’s no hard ROI (including side projects and portfolio work).

This talk is aimed at junior and mid-level designers, but relevant to anyone who needs to show impact.

Attendees will leave with:

• A way to frame any design decision in product and business terms
• How to make and defend a decision before there’s data
• How to turn research, like a usability test, into measures a PM cares about
• Ways to quantify impact without hard ROI

About the Speaker:

Ash Dzick is a design and product leader and founder of Top Set, an independent product and design strategy practice. She has led design teams at agencies and enterprises for more than a decade, has designed for AI since 2018, and chairs the UX Industrial Advisory Board at Milwaukee School of Engineering, where she has mentored design students since 2017.