Design & Grow 🌱 | How Business Strategy Improves Design

Hi Reader 👋,

Ever wonder why some design solutions stick while others fall flat? After last week's exploration of library science principles, I've been thinking about how business strategy shapes the way we approach design challenges. Today, I'm sharing how MBA principles elevate my design process – and how you can use these insights in your own work.

The Business-Design Connection

Think about your favorite digital products. Behind their intuitive interfaces lies something powerful: strategic thinking. Just as library science taught us to organize information effectively, business strategy helps us create designs that don’t just look good – they solve real problems and drive results.

Through my journey from business analyst to UX designer, I apply three principles that elevate every design project:

User research becomes more impactful when you align it with business metrics. Instead of just asking “What do users want?”, we ask “What creates value for both users and the business?”
Design decisions carry more weight when backed by strategic reasoning. Rather than designing based on trends, we design based on clear business objectives and measurable outcomes.
Solutions become more sustainable when we consider the full business context – from resource constraints to growth plans.

From the Studio

behind-the-scenes look at current projects or case studies

Recently, I partnered with a physician looking to expand into Northern Michigan. We needed to identify what patients (future and current) need while also meeting business goals. What began as a responsive website design evolved into a comprehensive user-centered experience that bridges the gap between medical expertise and patient understanding.

Through user research, we discovered that patients needed more than just information – they needed clarity and confidence in their treatment journey. Our solution focused on three key areas:

Identified online appointment scheduling as the highest-priority feature through both interviews and surveys
Created streamlined task flows for critical actions like appointment scheduling and getting directions
Implemented a multi-step appointment scheduling process based on user feedback

The result? The research-driven design decisions gave us confidence in our approach. User testing validated our solutions, with participants completing key tasks like appointment scheduling with zero confusion. This project perfectly demonstrates how understanding user needs shapes strategic design decisions that set businesses up for growth.

Want to see the full design process and solutions? Check out the case study here or watch below.

Design Library

curated resources for continuous learning

🛠️ Design Systems in the Wild: Shopify’s Polaris - A masterclass in how design systems scale business operations. Their documentation on component evolution based on merchant needs is particularly insightful. Warning - this is design nerd heaven. Also, start with their Foundations section to understand their approach to scalable design. Access the Polaris

🎧 Worth Listening: “Product Positioning [The Knowledge Project Ep. #201] with April Dunford” - This episode is a great listen for UX and product designers, as April Dunford explains how to position products to stand out in competitive markets. Her insights can help you design experiences that truly connect with users and highlight a product’s unique value. Listen at The Knowledge Project

📚 Must Read: “Growth Through Design and Business Thinking” by yuj - This article explores how combining design and business thinking can drive growth and innovation. It’s a valuable read for UX designers looking to create user-centered solutions that also achieve business objectives. Read onMedium

Weekly Resource

featured resource from fwd design co

I'm developing a framework to help designers (and the design curious) integrate business thinking into their process. The free email course launches tomorrow! Join as a founding member to not only learn the framework but help shape our growing community of business-minded designers. Early members get exclusive access to our Discord community and the chance to influence future course content. Sign up to be part of something special from the beginning.

Join the Email Course

What business principles have influenced your design work? Reply and let me know – I read every response and love learning from this community.

Until next week,
Kristi 🌱