Business Thinking for Designers

partners work, despite initial aversions you might have to their 
processes.
Develop ratings, rubrics, and scorecards
Journey Maps and Service Blueprints are examples of 
powerful visualization tools that designers have at their 
disposal. Both communicate comprehensive and detailed 
analyses of the interactions customers have with companies 

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Put it all together
and the processes organizations use to deliver those 
interactions. And yet, I’ve seen many business partners 
struggle to know what to do with the information these tools 
provide.
In my experience, many design concepts or research insights 
are often appreciated, but misunderstood by technical and 
business partners. As a result, organizations can struggle to 
incorporate important context into prioritization and decision-
making activities.
One of my favorite ways to provide clear, accessible 
context is to establish a rating scale with rubrics. If you 
recall from Chapter 4, desirability factors like usability or 
credibility influence adoption, and rating scales successfully 
communicate how they’re being addressed.