Vanity metrics are not your legacy

Designers, we’re wired to solve problems.
In a world obsessed with ROI and speed, “good design” doesn’t cut it if we’re solving the wrong problem ... or worse, if no one can see the impact.
The harsh truth?

If we don’t measure our impact, we can’t prove our value. And if we can’t prove our value, we’ll always be seen as a cost center, not a strategic partner.

Too many brilliant designers get sidelined - not for lack of talent, but because we’re tracking noise, not impact. Whether it's a top-down metric mandate, a missed chance to influence, or simply never being taught how to speak the language of business - we lose our seat before we even get to speak.

We’re problem-solvers, for sure.
But the world doesn’t need more solutions.
It needs better problems.
Problems worth solving.
And the wisdom to know the difference.

So let’s flip the script. In this piece we’ll explore:

1. Why we keep measuring the wrong things

2. So, what should we be measuring?

3. But… How? A step-by-step framework for you

1. Why we keep measuring the wrong things

Because it’s easier ... aaand vanity metrics feel good.
They fill slides. They get applause.
They’re instant dopamine hits for teams and stakeholders.
✨ 10 features shipped
✨ Time spent on X.
✨ 1M downloads
✨ Website traffic up 300%
✨ 999 wireframes created (you see those in case studies a lot

As most managers reward speed + outputs, too often, we measure what’s convenient ... not what counts.
Great for the ego. Useless for impact.

They don't tell us:

• Did we reduce harm

• Did we make someone's life genuinely better

• Did we amplify bias or reduced it

• Did we design for inclusion

If all we do is track output, we miss the bigger story:

• How are we shifting systems?

• What legacy are we leaving behind?

• How are we mitigating business risks?

What’s the cost of chasing the wrong metrics?

• Designers lose influence and get branded as “pixel pushers”

• Ethical and inclusive work falls off the roadmap

• Innovation stalls and strategy becomes guesswork

• Speed wins over substance

• Long-term trust and impact erode

Speed without direction? 🚀 That’s just crash-landing faster.

2. So, what should we be measuring?

Let’s look beyond the obvious.
Let’s design metrics that reflect what we actually care about.

Ethics: are we designing with accountability

Example: An AI-powered hiring tool.

• ❌ “Number of companies using our cool AI tool.”

• ✅ “Reduction in biased outcomes by 40%.”

How to Measure It:

• Audit algorithms for bias using tools like IBM’s AI Fairness 360.

• Track user trust scores via surveys (e.g., “Do you trust this tool to make fair decisions?”).

• Surface what hides in the shadows.

Actionable Framework:

• Step 1: Identify ethical risks in your design (e.g., bias, privacy, transparency).

• Step 2: Define metrics that mitigate those risks (e.g., “% reduction in biased outcomes”).

• Step 3: Report results transparently to stakeholders.

Inclusion: are we designing with and for the margins?

Inclusivity isn’t one-size-fits-all. Start by asking:

• Who are we excluding? (e.g., marginalized users, underrepresented employees, diverse stakeholders).

• What barriers are we removing? (e.g., accessibility, cultural bias, systemic inequities).

• What does success look like? (e.g., equitable access, belonging, empowerment).

For a digital product, inclusivity might mean ensuring accessibility for users with disabilities. For a team, it might mean creating a culture where everyone feels heard and valued.

Example: A healthcare app.

• ❌ “Number of app downloads.”

• ✅ “XX% of users with disabilities who complete key workflows.”

How to Measure It:

• Conduct accessibility audits

• Track diversity in user testing panels (e.g., “% of testers from underrepresented groups”).

• Focus on outcomes that reflect empowerment, belonging, and systemic change

Actionable Framework:

• Step 1: Map who’s excluded.

• Step 2: Redesign with them, not for them.

• Step 3: Celebrate access instead of adoption. Tailor metrics to your context. Inclusivity looks different for products, teams, and communities.

Sustainability: are we reducing harm by design?

Let’s be clear: sustainability isn’t just physical.
Digital ≠ clean.

Your Figma file has a footprint.
Your SaaS product burns energy.
Every click, every load, every second online — it all adds up.

Digital products are responsible for 3.7% of global CO₂ emissions.
(Source: The Shift Project)

But design can change that.

Small design decisions, like reducing data transfers or streamlining user flows, can have a huge impact.

Actionable Framework:

1. Audit the footprint
Use tools like Website Carbon Calculator to estimate your product’s energy use. Well that's for websites, maybe time to build one for products too...

2. Set a baseline
Track metrics like:

• Energy consumption per user session

• Data transfer size (smaller = greener)

3. Redesign for efficiency
Compress media. Streamline user flows to reduce server requests.

Example: A fintech app cut homepage load time from 5s to 1.5s.
Result? 18% less energy per session.
And they’re now tracking that quarterly as a core metric.

💡pro tip: measure outcomes, not outputs.

Output is noise. Outcome is proof.

Outcomes are the measurable changes your design creates in the world. They answer: “So what?”

Examples of outcome-driven metrics

Vanity metric: “Our AI tool has 100K users.” 
Meaningful outcome: “Reduced bias in AI recommendations by 40%.”

Vanity metric: “Ran 5 user workshops.” 
Meaningful outcome: “Improved accessibility adoption by 25%.”

3. But… How? A step-by-step framework for you

Step 1: Start with the why

What are you really trying to shift?
Go deep — not just “we need more users.” Ask:

• Why does this problem matter?

• Who benefits?

• Who's harmed if we get it wrong?

Use the 5 Whys method until you hit a root cause worth solving.

Step 2: Translate values into outcomes

Pick one value - ethics, inclusion, sustainability.
Turn it into a measurable question.
(“Are we reducing exclusion?” → Track it.)

💡 Example:
Value → Inclusion
Metric → "% of underrepresented users who reported feeling heard during research"

Remember ... Your metrics should reflect what your organisation (or project) truly cares about.

For example, let’s check out how Patagonia has aligned metrics to value

• Value: Environmental stewardship.

• Metric: “Percentage of products made from recycled materials.”

• Outcome: 68% of Patagonia’s 2022 line used recycled materials, reducing virgin plastic waste by 12M pounds.

Step 3: Iterate relentlessly

Metrics aren’t monuments. They’re mirrors.
Do a quarterly “impact reflection.”

Ask:

• Are we still aligned with what matters?

• Are this metrics showing stakeholders impact on ROI

• Are we measuring harm and healing ... not just hype?

For example, If your AI tools speed up design but ignore ethics, you’re only telling half the story.

💡pro tip: schedule quarterly “metric audits” to ensure alignment with wider business goals and strategy.

Closing wave …

Designers who thrive in the next decade won’t just make things beautiful.
They’ll make things meaningful, by shifting from vanity to values.

Design is more than output. It’s influence.
It’s how systems speak.
And if we don’t shape that voice with values, someone else will shape it for us ... and not always for good.

“If we don’t prove our value, we’ll be replaced by whatever’s faster, louder, cheaper. But when we design with clarity, courage, and care - we shift the system itself.”

So… what are you measuring? And who is it really serving?