Figure 6-1. Box 2 of the Lean UX Canvas: Business Outcomes
We covered the concept of outcomes in Chapter 3. Box 2 is where they make their first appearance on the Lean UX Canvas. Once you’ve got a business problem statement, you want to dig deeper into the core behavior changes you’re seeking as part of the initiative. Typically, the success criteria in a problem statement are high-level. Success criteria there tend to be key performance indicators or impact metrics—the things that are found on executive dashboards. These could be metrics like revenue, profit, cost of goods sold, and customer satisfaction. These are helpful at measuring the health of the business, but feature-level teams need to work at a lower level.
In this exercise we work together to uncover the leading indicators of those impact metrics. The question we’re trying to answer is what will people be doing differently if our solutions work? If we choose the right combination of code, copy, and design, what do we expect to happen? The answers to these questions are what we’re looking for in this assumption declaration exercise.
Every option in this brainstorm should start with a verb, and each answer should be something valuable that customers do in the system already, something that’s not valuable that we’d like them to do less of, or something new that we think will be valuable ...
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