Designmålet

Designmålet is a term used in Scandinavian design contexts to denote the design goal or objective of a project. It states the intended outcome from user, business, and technical perspectives and serves as a reference point for decisions throughout the design process.

It is typically defined early in a project, often in a design brief, and focuses on the desired end state rather than listing specific features or constraints. The Designmålet guides prioritization, trade-offs, and evaluation criteria as the work progresses.

Components commonly addressed include user needs, business objectives, usability, accessibility, sustainability, visual identity, performance, cost, and timeline. The design goal should be Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) where possible, providing clear criteria for success and methods for verification.

The process to establish a Designmålet usually involves stakeholder and user inputs, research and analysis, drafting the goal in collaboration with product strategy, and obtaining formal sign-off. It should be revisited if the project scope changes, if evidence suggests a different direction, or if success metrics indicate misalignment.

Role and impact: During development and evaluation, teams compare outcomes against the Designmålet to determine success or the need for iteration. A clearly stated Designmålet helps align cross-functional teams, justify decisions, and communicate the intended value to users and sponsors.