Outcomes and altitudes

An “outcome” is the observable change you want the people you’re designing for to achieve.

In other words, desired results articulated from the customer’s perspective.

⚖️ These outcomes should share a similar weight in priority, whether it’s a small shift in behavior or a lasting emotional or attitudinal change.

🚫 It’s not “buy the workshop manual,” because the outcome is, well, they now have the manual. Very low on the ladder.

💪🏼 An outcome at a higher altitude may be “feel empowered to level up my career.”

“Live a healthier lifestyle” at a lower altitude might be “lose 15lbs.”

When outcome altitudes are misaligned, the creative process becomes muddled between designing for short-term results or long-term impact.

Determine at which rung of the aspirational ladder your outcomes sit.

And shimmy your other ideas up and down the same ladder.

Which ones land on the same rung?

🪜💡💭