How to measure design impact without client data
Ever been in this situation? You know your design work made a real difference to your client’s business, but they won’t share the data to prove it.
It’s frustrating.
And it makes building compelling case studies challenging.
But here’s the thing – there is a way to demonstrate impact without access to your client’s metrics.
Here’s how we would do it.
First change your mindset
Stop thinking about what you delivered (websites, branding, collateral) and start thinking about what changed because of your work.
What improved for your client’s business?
How did it affect their customers?
What difference did it make to their operations?
Three ways to measure impact
1. Economic impact
Most clients focus solely on revenue, but economic impact is much broader. It includes all the ways design influences business performance and operational efficiency:
- revenue changes (before/after comparisons)
- cost savings from operational efficiencies
- customer retention improvements
- market share growth.
2. Social impact
This is about how people interact with your work:
- customer satisfaction scores
- increased user engagement
- time spent with product/service
- better accessibility
- changes in behaviour
- positive user feedback.
3. Environmental impact
Think broader than just the natural environment, include; social and cultural environment, accessibility and inclusiveness, workplace, public space, ethics.
- brand recognition improvements
- behavioural change
- surveys & polls
- engagement metrics
- website analytics call-to-action (cta) conversion tracking
- employee feedback & pulse surveys.
We used to just show pretty pictures in our portfolio. Now we include the business problems we solved. It’s completely changed how clients see our value – even without specific ROI data.
#ilovemeasuring, Brisbane
Capturing impact without client data
Start with these three approaches:
-
Set baseline metrics for social, environmental and economic impact at project start.
- Document the current state.
- Identify what success looks like.
- Take screenshots or recordings.
- Gather initial user feedback.
-
Use industry benchmarks
- Research similar projects.
- Find published case studies.
- Document industry standards.
- Look at competitor performance.
-
Track qualitative indicators
- Collect user testimonials.
- Document process improvements.
- Note operational changes.
- Record behaviour shifts.
Building your impact portfolio
Create case studies that show:
- the impact you delivered
- your research insights
- strategic approach
- design solution
- measurable outcomes
- client testimonials.
Even without specific client data, you can demonstrate impact through:
- before/after comparisons
- user journey improvements
- process efficiencies
- accessibility gains
- brand perception shifts.
So what?
When you shift from showing what you did to demonstrating the impact you made, client conversations change. The discussion moves from cost to value. And that positions you as a strategic partner rather than just a creative supplier.
We’ve researched design impact and how it’s practised then built this into a succinct but targeted half day workshop. It’s based on your business, your needs and your current or prospective clients. Not sure? Email Greg for a chat.
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Greg Branson
Design Business Council – business advice for creatives
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About Greg Branson
Greg’s passion is the research and development of methods that improve design management and the role of design in business.
His longevity is in his ability to change and adapt. Greg’s career as a traditionally-trained photographer; became an academic, teaching photography to design students; co-founded and ran Mackay Branson design (for over 25 years) until, recognising an area that he loved – design management – was not an area traditionally covered in design education, he founded Design Business Council. Since then he has worked alongside hundreds and Australian creatives helping them manage their business better.
Greg has sat on the AGDA Victoria and National councils, on a number of University and TAFE Advisory Boards and helped rewrite the VCE Visual Communication curriculum.
Outside of DBC, he is a passionate analogue photographer who spends an inordinate amount of time in his darkroom. You can follow his work on instagram @gregurbanfilm
Always happy to chat, he can be contacted here.
