The question I got most from my CIO at USAA:
"How does this design work connect to our strategy?"
I'd fumble through explanations, trying to draw lines between UX improvements and business objectives. It never landed.
Then I found Strategy Maps.
What It Is
A one-page visualization showing how objectives connect to each other—and ultimately to business outcomes.
Arrows show cause-and-effect: this enables that, which drives this, which produces that result.
For design teams, organize around four perspectives: Credibility, Impact, Usability, Detectability.
Why It Works
Makes invisible connections visible. Design work feels disconnected from business outcomes because the connections aren't obvious. The map makes them explicit.
Answers "so what?" When someone asks why you're investing in a design system, point to the map. "Design system enables faster shipping, which enables more experiments, which improves conversion."
Survives leadership changes. New VP questions design priorities? Show them the map. The logic is documented.
How to Build One
- Start with business objectives at the top. What does leadership want?
- Identify user outcomes that drive those.
- Identify design objectives that drive those.
- Identify enabling investments at the bottom.
- Draw the connections.
Each objective should connect upward to something it enables. If it doesn't connect, question whether it's strategic.
Common Mistakes
- Too many objectives. Aim for 3-5 per perspective.
- No measurable outcomes. Each objective needs a metric.
- Missing connections. Orphaned objectives aren't strategic.
- Set and forget. Review quarterly. Priorities shift.
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