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The value of design increases as the number of users increase. For Amazon, getting a 0.1% increase in revenue from changing the color of a button would be a bi
by dusklight 17y ago
The value of design increases as the number of users increase.
For Amazon, getting a 0.1% increase in revenue from changing the color of a button would be a big deal. If Amazon paid $50k just for that one color change they would still be millions of dollars ahead.
For a smaller business a 0.1% change would not be as significant.
- teej 17y agoI think the article misses something pretty important though - not every customer is created equal. Design on a micro scale (changing the color of a button) is a force multiplier at scale for sure. But design on a macro scale can have an effect on customer value. This is the whole idea behind luxury brands. If you have 5x less traction than a competitor but you can monetize yours 10x better, you're in a way better position. Aesthetic design can be a huge driver in higher value users.
- webwright 17y agoThe problem here is the definition of "design". For Amazon, A/B testing a button color could have a huge effect. However, being "prettier" might not do a damn thing. Heck, it might HURT them. The author, I think, is talking about graphic design. His point would obviously fall REALLY flat if he was talking about UX design.
- cakesy 17y agoA standard designer will not do that. No designer could look at the color of a button, and say, I can increase your business by 0.1% if you let me change the color. Well, plenty of people will say that, but they are talking shit. You need a lot of testing to discover that.