There is constant discussion in the tech circles around the world on the UX and UI of a product or a website. UX design refers to the term, User Experience Design whereas UI refers to User Interface Design. Simply put the User Experience Design, is the process of enhancing customer satisfaction by making the product easy to use. User Interface Design, on the other hand, is the look and feel, the presentation and interactivity of a product.
Both elements are crucial to a product and work closely together. A great product experience starts with UX followed by UI.
While some elements of design are subjective, there are several elements which are quantifiable. Being a great UX/UI designer goes beyond creative talent, and depends on the quality of deliverables, ability to set proper expectations, willingness to help others on the team and continuous learning.
As with any other area of work the UX/UI personnel too require OKRs to help align their work with the strategic initiatives of the Company.
Why OKRs for Design Teams:
Goals are a transparent agreement on workload and priorities. Shared goals with cross functional teams help to keep track of a work in progress and avoid duplication. Additionally, defined goals help designers get credit for work.
For a product designer, most of the OKRs and their measurables fall into the following types:
1. Milestones and Deliverables: This involves finishing something tangible such as implementing new design, documenting design specification, etc
2. Phases of Work: Moving towards a product completion such as from research to wireframes, to first drafts to final versions
3. Metrics for Engagement, Activation, Research, and Usage: These could be absolute or relative numbers or percentages to help in the improvement of the product.
4. Special Projects: Refers to any one time projects that need to be completed in certain time frame
5. Hiring: Recruiting new people to the team
6. Training: Increasing the knowledge base.
Sample OKRs for UX/UI Teams
Objective – Research, analyze and understand what our users and non users really think?
Key Result 1: Conduct 30 web-based user testing sessions on old and new users
Key Result 2: Achieve a Net Promoter Score (NPS)* of 9.0(* NPS is an index that measures the willingness of customers to recommend a Company’s products or service to others. It is used as a proxy to gauge customer satisfaction and brand loyalty)
Objective – Design product as per client’s requirements
Key Result 1:Create a design brief in the first quarter of ____(year) to match atleast 90% of customer requirement
Key Result 2: Modify draft after discussion with customer and get an approval at the end of the first quarter
Key Result 3: Launch Beta version of the product by 3rd quarter
Objective – Create a design prototype by the end of Q2
Key Result 1: Prepare checklist of requirements
Key Result 2: Ensure the tools being used for creation are advanced (Compare with market leaders)
Key Result 3: Give weekly reports to get constant feedback and incorporate changes if any
Key Result 4: Maintain log of all steps including modifications if any
Objective – Redesign and relaunch the landing page by the end of Q3
Key Result 1: Run tests at the end of every week on existing landing page to understand and resolve issues
Key Result 2: Maintain a record of results at the end of each week
Key Result 3: Present final redesign to project manager for approval one week before deadline
Key Result 4: User test page prototypes to be tested by atleast 10 people
Objective – Successfully launch version X of our product
Key Result 1: Get _____(number) of signups with demo of version X
Key Result 2: Achieve sign up to trial ratio of over 25% as compared to previous version
Key Result 3: Achieve trial to paid ratio of over 50% as compared to previous version
Objective – Improve performance of design team
Key Result 1: Conduct quarterly training sessions to optimize performance of the team
Key Result 2: Install new /update design software to reduce design time
Key Result 3: Maintain a record of all bottlenecks causing delay in delivery time
Objective – Support marketing and sales with design deliverables
Key Result 1: Provide 10 infographic slide sets
Key Result 2: Provide 10 product and support PDF documents
Key Result 3: Provide atleast 1 demonstrative session onsite before launch
Objective – Promote the design team as a model one
Key Result 1: Apply for 5 external design competitions
Key Result 2: Publish 2 open source UX/UI papers
Key Result 3: Conduct a monthly designer meetup and maintain minutes of the same