Because it’s so hard to measure the business value of good design, it naturally gets less attention from managers. It’s easier to watch things like visitors to a website, sales per day, rent and other costs.
Recently we got a chance to see how much it matters when we rolled out a redesign for our Freedback service. Here are some of the changes we made:
(Hold your mouse over the image to toggle
between the new and old versions)
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To be honest, when we rolled out the new software we hoped to get lots of emails thanking us for the new interface. Didn’t happen. We did get a few phone calls, mostly from people reporting bugs, and by the way did we change something?
After squashing a few bugs all was well with the world. We never did get much customer reaction, so we watched our graphs to see if we could see any change in how people used the software.
Number of forms created
Thoughts and Conclusions
My wife knows much more than I do about graphing data (she’s an astronomer), and was nice enough to plot a graph using the raw data that better showed the results we were seeing.
This graph is showing daily Freedback revenue before and after the change (note the y-axis doesn’t start at zero).
I hope this data is useful to other entrepreneurs wondering if they should invest in design, questions or comments welcome. I’ll keep posting graphs and results from tests we’re running – if you’re interested you can subscribe to our feed.