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Essential Business Skills for Designers -Part 1
In today’s rapidly evolving design landscape, a common refrain among design leaders is that “designers must have business skills.” While this advice is echoed widely, it often lacks actionable clarity, leaving many designers wondering which skills truly matter? In this article, I aim to demystify this guidance by outlining the specific business skills that can empower designers to drive impact and thrive in an ever-changing industry. In this article, I will discuss two key topics, time-to-value and the prioritization model.
1. Time to Value
Time to Value (TTV) refers to the amount of time it takes for a customer to realize the value or benefits of a product, service, or solution after its purchase or implementation. In other words, it’s the period between when a customer adopts a solution and when they achieve their desired outcomes.
Types of TTV
- Immediate TTV: Instant benefits seen right after the initial setup (e.g., intuitive software with plug-and-play functionality).
- Short-Term TTV: Value is realized after a short learning or implementation period (e.g., streamlined processes).
- Long-Term TTV: Benefits unfold over time as customers achieve strategic goals (e.g., large-scale software systems).
