Shifting Our Team Goals to be UX Outcomes: How the Figma PM team builds products and processes

Shifting Our Team Goals to be UX Outcomes: How the Figma PM team builds products and processes

Introduction

In the world of user experience (UX) design, teams often set goals based on the outputs they deliver, such as usability tests or wireframes. While outputs are important, they are not the ultimate measure of success. More experienced UX teams focus on outcomes - the results achieved because of their work. This article explores the concept of shifting team goals to be UX outcomes and how the Figma PM team builds products and processes with a similar approach.

The Value of UX Outcomes

When a UX team focuses on outcomes, they go beyond just improving business metrics. They concentrate on how their work can improve the lives of their users. This shift in perspective allows teams to connect the improvement in someone's life to the reason the product exists. For example, a UX outcome for a job board could be to make it easier for hiring managers to identify and screen highly-qualified candidates. By aligning their goals with user outcomes, teams can drive their roadmap and prioritize features that truly make a difference.

The Role of Research in Identifying UX Outcomes

Teams that spend significant time with their users have a better understanding of their current experiences and can identify opportunities for improvement. Mature research practices are crucial in uncovering the best UX outcomes. By stepping back and observing what frustrates users, teams can envision substantive life improvements that become their long-term objectives. Deep understanding comes from immersing oneself in the users' world and gathering insights that lead to impactful outcomes.

Crafting an Aspirational Story

Great experiences are often driven by engaging stories. By using UX outcomes as the seeds of their vision, teams can create an aspirational experience that inspires and motivates. An experience vision tells the story of what it's like for a user in the future. It becomes a powerful tool for communicating what the team will deliver and what they're planning in the long run. An uplifting story can rally the team around a common purpose and help them see the benefits of their work.

Measuring UX Outcomes

To effectively measure UX outcomes, teams need a clear understanding of what success looks like. Defining the UX outcome includes describing the evidence that will be observed when the outcome is realized. Just as a business goal needs measurable metrics, a thoughtful UX outcome requires a clear moment when everyone can see that the desired improvement has been achieved. Measuring outcomes not only helps track progress but also provides validation for the team's efforts.

Building Products and Processes at Figma

The Figma PM team follows a set of practices that align with the concept of UX outcomes. They prioritize cross-functional brainstorms, where ideas are refined through input from various team members. The team culture emphasizes trust, reflection, inclusion, and transparency, creating an environment conducive to driving product development. To ensure alignment on product direction, the team uses exercises like "Buy a Feature" prioritization, where everyone invests in different product ideas or focus areas. This approach provides a holistic view of the team's priorities and drives decision-making.

The team also shares personal updates and discusses hard problems during meetings. This extra layer of personal context builds trust and fosters collaboration. By sharing concerns and challenges, the team can address them head-on and prevent potential blockers. Additionally, the team embraces reflection as an integral part of their product development process. Regular retrospectives allow the team to critically analyze what went well, what could be improved, and recognize individual contributions. The "start, stop, continue" framework helps guide the reflection process and ensures actionable insights are derived from the retrospectives.

Actionable Advice

1. Shift your team goals from focusing on outputs to outcomes. Consider how your work can improve the lives of your users and align your roadmap accordingly.

2. Invest in a mature research practice to gain deep understanding of your users' current experiences. This will help identify opportunities for impactful UX outcomes.

3. Create an aspirational experience vision that tells a compelling story of what it's like for users in the future. Use this vision to rally your team and communicate the benefits of their work.

Conclusion

Shifting team goals to be UX outcomes allows teams to focus on the true impact of their work. By aligning with user needs and aspirations, teams can create meaningful experiences that improve lives. The Figma PM team exemplifies this approach through their emphasis on collaboration, personal context sharing, and intentional reflection. Incorporating these practices can help teams build better products and processes that prioritize user-centered design and deliver outstanding user experiences.