Business Thinking for Designers

• Detectability: To meet a usability objective, what are the 
things that must be detectable?

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Create conditions for design maturity
I can’t stress this enough: The order of these perspectives is 
important. 
If you want your organization to prioritize factors like ethics or 
accessibility, you need to first emphasize these perspectives. 
I place credibility above all others because, ultimately, factors 
like trust, accuracy, and good intentions matter more than 
usability. If a customer doesn’t believe your product or service 
is credible, they’ll quickly take their business elsewhere.
This setup gives design teams an initial outlook on what 
desirability is: a detectable, usable, impactful, and credible 
customer experience. 
Pro tip
While I find these four perspectives on desirability to work 
quite well, you might want to consider your own. Here’s a 
design team activity to do that. I call this exercise Best Product 
Ever. Prompt team members to think of the best product they 
have right now and ask each to find four words describing why 
it’s the best. Use Post-its and affinity diagrams to converge 
on four perspectives that work for you and your business