May 5th / 42 min

Author Joshua Seiden: Measuring work and rethinking goal setting

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Joshua Seiden

Joshua Seiden

Author, designer & consultant
About The Episode

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Love it or hate it, the agile approach to software development seems to be here to stay. 

Often, it’s hard to get good design practice to fit within an agile framework, so our next guest, Joshua Seiden—co-author of Lean UX and Outcomes Over Output—may be particularly helpful to those of you who are struggling.

We chat with Joshua about how to fit user research into a sprint, and how he advocates for setting outcomes to guide the work of your team. We also talk about how design teams should think about measuring their work.

You’ll hear:

  • Why it’s important to set goals as outcomes, and not focus on output.
  • How design leaders are uniquely well-equipped to lead the conversation about measuring impact, because of their close relationship with the customer.
  • What mistakes designers make when working in an agile environment, and why going faster isn’t always better.



Joshua Seiden is a designer, strategy consultant, coach, and author who has worked with clients including Johnson & Johnson, T. Rowe Price, JP Morgan Chase, SAP, American Express, Fidelity, Hearst, PayPal, Taproot Foundation, and 3M. He helps clients launch new products and services, and helps them create more agile, entrepreneurial organizations. He’s the co-author of Sense & Respond (Harvard Business Review Press, 2017) which was nominated for Thinkers50 distinction in Innovation, and which Eric Ries, founder of the Lean Startup movement called “a crucial framework for the modern world of business.”

Meet Your Hosts

Aarron Walter
VP of Design Education

Aarron Walter is Director of Product on the COVID Response team at Resolve to Save Lives. Previously, he was VP of Design Education at InVision, and founded the UX practice at Mailchimp where he helped grow the product from a few thousand users to more than 10 million. He’s the author of a number of books, the latest of which is a second edition of Designing for Emotion. Aarron’s design guidance has helped the White House, the US Department of State, and dozens of major corporations, startups, and venture capital firms.

You can find Aarron on Twitter and LinkedIn.

Eli Woolery
Director of Design Education

Eli is the Director of Design Education at InVision. His design career spans both physical and digital products, and he has worked with companies ranging from startups (his own and others) to Fortune 500 companies.

In addition to his background in product and industrial design, he has been a professional photographer and filmmaker. He teaches the senior capstone class Implementation to undergraduate Product Designers at Stanford University. You can find Eli on Twitter and Medium.

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