Business Thinking for Designers

partners.

---

89 
Create conditions for design maturity
Create desirability objectives
After you establish your four perspectives, it’s time to capture 
two to three strategic objectives for each perspective. These 
objectives are where you clearly associate values like the 
environment, trust, society, ethics, diversity, or inclusion with 
the importance of usability, functionality, or aesthetics. 
The easiest way to express an objective is with a phrase 
that combines a verb and a specific noun. For example, 
“improve trust,” “increase inclusion,” or “reduce errors.” Once 

---

90 
Create conditions for design maturity
you’ve captured your team’s goals, align each to the specific 
perspective with a simple chart like the one below. 
Figure 4-5: Desirability, strategic perspective, and objectives by Ryan 
Rumsey
As you add objectives, a more refined model of desirability 
emerges. But we’re not done yet. To integrate with the rest of 
the business, we need to link desirability to viability. We do this 
with two elements: arrows and conditional statements. I’ll show 
you how in the next section.

---

91 
Create conditions for design maturity