UX : Making Sense of Business

The User centred approach to solve a design problem, always keeps user or the segments in mind. However the design problem being solved is always refer to a larger business problem for the product to be successful in the market. So it is always important to keep in mind the business context of the product and the company or business entity who is releasing it to the market, in order to come out with a successful UX for it.

Understanding business context of the client is to understand the business model followed by the client, which is mainly :

  • The complete business offering
  • Customer orientation and service innovation for customer relationship
  • Business Infrastructure
  • Revenue Streams
  • Productivity and Cost control structures

If we refer to any standard business model frameworks such as “Business Model Canvas”, a template that is popularly used for developing and investigating every important aspect of the organisation. The framework in such a template outlines investigations for areas such as key partners, key activities, key resources, value propositions, customer relationship, channels, customer services, cost structure and revenue streams, which always helps to understand and identify the core goals, strengths and priorities of the business that provides the context in which the UX has to be seen.

In a business model we refer to UX when we plan strategy for “Value Proposition”. In the typical Business model Canvas, value proposition involves areas like

  • Newness
  • Performance
  • Customization
  • “Getting the Job Done”
  • Design
  • Brand/ Status
  • Price
  • Cost Reduction
  • Risk Reduction
  • Price
  • Accessibility
  • Convenience/ Usability


From a product manager’s standpoint, the successful UX meant for a business must balance between the needs of the users and the feasibility of implementation of the UX solution within the business context.


Customer needs + Business context +Technological feasibility = Successful UX making the successful product.


The better side of this standpoint is that it limits the craving from the pure designer’s mind set to do a “blue sky thinking based solution that is not practically viable for the business to grow.