Business Thinking for Designers

Four perspectives of desirability
After 10 years of creating Strategy Maps for design teams, 
I’ve settled on a format that creates a clear viewpoint on how 
desirability factors influence adoption. 
I use only four perspectives in order to keep things simple 
for my business partners. And I’ve been able to align most 
desirability objectives within them without any problem. These 
perspectives, in order of importance:
• Credibility: To drive adoption, what are the things that 
need to be credible for the user?
• Impact: To meet a credibility objective, what are the things 
that must create impact?
• Usability: To meet an impact objective, what are the things 
that must be usable?