There are many different frameworks used to measure how effective a design is, and each one has strengths depending on the project goals. Both quantitative and qualitative data can be used to refine and improve a product. Quantitative data includes things like engagement rates, click-throughs, or sales growth, while qualitative feedback can come from surveys, user interviews, or observation (P, 2024). Together, these give a fuller picture of how the design is working and how people feel about it.
A good example of this approach is the HEART framework, which includes metrics like happiness, engagement, adoption, retention and task success (Huang, 2019). These types of measurements are useful in projects like brand development or event marketing because they help track both user behavior and emotional reactions. If the data shows low engagement or poor retention, the team can make adjustments to improve the user experience or message clarity.
In the Café direct case study, the motives of the rebrand were to better express the messaging to the values of the company. Success in the project was primarily measured by business outcomes like sales growth, market share, and impact on farmers. Their redesign helped increase revenue and distribution while strengthening the brand’s message and values. Although this example focused more on business metrics, it still shows the value of aligning design decisions with clear goals.
By comparing these two methods, one focused on user experience and the other on business performance, we can see that measuring design effectiveness often requires both perspectives. This balanced approach helps make decisions based on data, improves long-term results, and keeps the design focused on real-world impact.
References
Cafédirect Case Study. (November 2020). DBA Design Effectiveness Awards.
Huang, K. (2019, January 13). 10 frameworks to help you measure success in design. Medium. Retrieved from https://uxdesign.cc/how-to-measure-success-in-design-f63f96a0c541.
P, M.-A. (2024, September 30). Key Design Metrics and KPIs to Measure Design Success. DEMA Marketing. https://demamarketing.com/blog/design-metrics-and-kpis-to-measure-design-success/
