context
I defined a measurement framework for the UI team to systematically collect and interpret feedback from both end users and clients. This framework supports the team in meeting KRs set by management, while also demonstrating how design measurement contributes to the company’s overarching objective of growth in the Nordic market.
challenge
Before this project, the design team had limited research practices in place. I had to design a system from the ground up, breaking it into realistic steps and achievable goals that could guide the team in both the short and long term.
approach
I anchored the framework in two known elements:
- Company Objective: grow and strengthen in the Nordics.
- UI Team KR: achieve a design satisfaction benchmark.
From there, I built a KPI tree to connect the team’s KR to strategic levers and ultimately to the company’s growth objective.
process
I selected an in-app CSAT survey as the primary tool, as it enables quick and targeted feedback with minimal effort from respondents. The next step was to clarify the type of insights needed. In Relesys’ context, design satisfaction can be measured from two perspectives:
- End users (frontline retail workers) — Does the design help them complete their tasks efficiently?
- Clients (retail brands) — Does the design effectively reflect their brand identity?
Both perspectives are critical, with the second being particularly strategic since tailored, on-brand design is one of Relesys’ key differentiators.
Based on these two perspectives, I defined CSAT questions, then mapped them back up the KPI tree to show how they connect to the company’s main objective. I also worked down the tree to specify which metrics to track and what initiatives the team should undertake to start collecting data.
The final layer of the KPI tree ideally focuses on “user frustrations” and “jobs to be done.” However, the design team had limited direct contact with clients, making this level difficult to capture initially. To bridge this gap, I proposed follow-up interviews with users who rate the design poorly. This qualitative input would provide context for the quantitative CSAT data and reveal unmet jobs to be done, allowing the team to iterate and refine the KPI tree over time.
result
The project delivered a structured, actionable KPI tree and survey framework that established the foundation for design measurement at Relesys. I then presented the framework to management, explaining its strategic importance and aligning on the first actionable steps for gradually integrating it into the company’s workflow