UX designers will always hero the needs of your customers (users). Let’s call this, “desirability”… or “the stuff I want to build because my users will love it”.
But as any business owner, manager or project manager knows, you simply can’t always use ‘desirability’ as the sole driver in your decision making because you’ll go broke.
Instead, ‘desirability’ must be offset against two other main factors that are equally important, they are;
- viability (does this make sense in a broader business context?)
- and feasibility (can this be done? Time, Cost)
This relationship between Desirability + Feasibility + Viability is crucial for any business builder to understand before you hire a UX designer.
Once you have gathered your insights (research) for your target audience, the job of assessing overall feasibility and viability must be viewed in through the frame of what the business needs (its commercial priorities) and what it’s capable of delivering (resources, time + cost).
Just because you can build it, doesn’t mean you should (viability).
And even if it’s on point (desirable + viable), you need to assess whether or not you actually can (feasible).
The most successful digital products deliver a result for both the customers of a business and for the company itself. They do this by threading the needle on all three factors simultaneously.
The UX designer that you hire, along with the research and insights you’ve developed, will give you the ‘desirability’, but it takes a balanced mind to bring the feasibility and viability that is required to make it a massive success for your business.
Remember, if it doesn’t build your bottom line, how else do you define success?