Design helps answer important business questions. Here are a few examples:

1️⃣ What is our Serviceable Available Market (SAM) and Serviceable Obtainable Market (SOM)?

📏 Measurement Method: Total Available Market (TAM), SAM, and SOM ❓ Design Question: Who are our market segments and what distinguishes them? 👩‍🎨 Role of Design: Conduct market research and define market segments 🎁 Deliverables: User research findings mapped to market segments; development of a concise question screener to identify a user's market segment 💎 Expected Outcome: Ability to filter users based on market segments for research or product development; prioritisation of market segments based on criteria such as willingness to pay, share of current customers, etc.

2️⃣ How is our brand positioned, and what is our customer-facing value proposition?

📏 Measurement Method: Customer Acquisition Cost (CAC) ❓ Design Question: Why do customers use our product and what motivates them? 👩‍🎨 Role of Design: Conduct customer interviews 🎁 Deliverables: Identification of "jobs to be done" for each segment (Job Map); creation of customer journey maps for each segment, highlighting key moments 💎 Expected Outcome: Ability to tailor the value proposition to each segment by addressing emotional and social needs at different stages of the customer journey.

3️⃣ How can we increase the conversion rate along the sales funnel?

📏 Measurement Method: Conversion Rate (CVR) ❓ Design Question: How do customers accomplish their tasks, and what does success look like to them? 👩‍🎨 Role of Design: Conduct shadowing sessions and perform usability analysis 🎁 Deliverables: A list of experience breakdowns and a comprehensive overview of system connections 💎 Expected Outcome: Insight into where and how to improve the current user experience to save money, optimise resources, and retain customers.