Today design matters more than ever, yet it is often assumed to be about the aesthetic or creating an unassailable feeling in the product’s user rather than problem solving. Despite the advancement in technologies that allow us to test our designs on users, new user experiences typically get brought to market without the benefit of consumer validation.

In order for executives to meet increasing customer expectations and business demands, it’s necessary to take a new approach to design. The next frontier in UX design has evidence that it solves problems for the user and delivers measurable financial performance. We call this approach evidence-based experience design.

Evidence-based design:

  1. Solves problems
  2. Does no harm
  3. Is measurable
  4. Is an experiment
  5. Is iterative
  6. Is research
  7. Listens
  8. Enables user control
  9. Is statically confident
  10. Is curious

Evidence-based experience design repositions “good design” as something that actually delivers measurable performance, in the short- and long-term. It deeply values the understanding of user problems and, therefore, focuses on elegant design solutions that deliver the precise amount of aesthetic design necessary to address the problem.

More than a solution, evidence-based experience design is a confident and continuous practice and operating system for designing with closer proximity to the truth of the problem the users—our customers—most need solved.

About the Authors

Matty Wishnow

Managing Director – Experience Design and Optimization, Accenture Interactive​

Ryan Garner

Managing Director – Experience Design and Optimization, Accenture Interactive


The physics of ROI: From projects to problems
Experimentation is how you do things
From personalization to personal experience design

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