Working in an outcome-focused design agency

Donux prides itself on being an outcome-focused design agency, but what is it like working within this methodology?

Donux prides itself on being an outcome-focused design agency, but what is it like working within this methodology?

Giustino Borzacchiello
Giustino BorzacchielloJun 20, 2023

Welcome back to another team interview!

Today we wanted to pick the minds of Marco, Vincenzo and Hannah to understand more about outcome-focused design and what they like (or don’t) about this style of working.

Hi everyone! Have any of you worked in an outcome-focused design team before Donux?

Marco: No, never. It’s my first because Donux is my first job in the design industry.

Hannah: Me neither. I have experience working with other companies, but none of them were outcome focused.

Vincenzo: I actually have. Over the last 5 years I always worked with outcome-based companies, which has given me the chance to learn different ways of working with outcomes.

For Hannah and Marco, was there anything in particular that drew you towards this job?

Marco: I chose this type of work because I think that you can see better results if you work towards an outcome every week which leads to a bigger outcome. At the end you get a more steady and efficient result because it was built one step at a time.

Hannah: It’s similar for me too. I found myself working in a more outcome-focused manner, especially in my freelance work, and naturally gravitated towards a company that was doing the same.

After working in an outcome-focused team, what do you consider to be the main pros?

Vincenzo: I see three main ones:

  • it allows us to be aligned with big-named companies and be competitive in the marketplace,

  • it lets us grow while keeping costs low,

  • it forces us to go deeper into the problem and search for the real issues (not just following clients’ requests), which pushes us to grow as product designers.

Marco: I agree. For me, the biggest advantage is that you can achieve huge results by dividing them into smaller outcomes, which allows us to be more focused and productive.

Hannah: Definitely, it lets us build roadmaps that are focused on tackling real problems. This links into Vincenzo’s other points: the aim of outcome-focused design is to create better products and it happens in a way that benefits both the clients and the designers.

What are the cons with this way of working?

Marco: I think it’s the challenge of defining the right outcomes, because if you make some mistakes while planning your objectives, then the whole project will go in the wrong way.

Vincenzo: Absolutely. An extra challenge is that it is sometimes hard to prioritise all the outcomes for our various clients you are working with. We see this especially when major deadlines for various projects coincide, creating further trouble during planning.

Hannah: I think another big issue is when a client doesn’t perceive the advantages of this way of working or disagrees with it. It is quite a different methodology and not every client wants to adapt to this new point of view.

Vincenzo: That’s definitely an issue, especially when they consider us just as executors and not as part of the team, which is how we see and live our role.

Thanks so much for your time and your answers!

Do you have any questions for the team or about outcome-focused planning? Get in touch 🖋️

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