The scoreboard, and what is not on it. The hard targets, how often each is actually
looked at, and the quiet signals that never reach a dashboard.
Landing Page Conversion Rate
The percentage of visitors who complete a desired action (e.g., form submission, download) on a landing page you've designed.
Target · Increase by 5-10% on average per campaign A landing page you designed for a new product launch converted at 12%, up from the previous campaign's 8% – that's a 50% lift, which is brilliant.
A/B Test Win Rate
The proportion of A/B tests where your design variant outperforms the control in terms of a key metric (e.g., click-through rate, conversion).
Target · 60% of tests show a statistically significant lift Out of 10 A/B tests you ran this quarter, 7 of your design variations led to a measurable improvement in conversion or engagement.
Design Handoff Accuracy
The number of issues or queries raised by developers during the implementation of your designs, indicating clarity and completeness of your design files.
Target · Fewer than 3 critical issues per project For the Q2 campaign, the development team only had one minor question about a specific font weight, meaning your Figma files were pretty much perfect.
Asset Delivery Timeliness
How often your design assets are delivered on or before the agreed deadline, crucial for keeping campaigns on schedule.
Target · 90%+ of assets delivered on time You consistently hit your deadlines, ensuring campaign managers aren't waiting on you to launch their ads or emails.
User Feedback Integration
How effectively you incorporate insights from user research, heatmaps, and session recordings into your design iterations.
- You can clearly articulate how specific design choices address identified user pain points. Your design reviews often reference user data. You'll proactively suggest design changes based on Hotjar findings.
Brand Consistency & Adherence
Your ability to create designs that are visually appealing, on-brand, and consistent with our established design system across all marketing materials.
- Your designs rarely require significant brand guideline corrections. Other teams (like Brand or Copy) trust your judgment on visual elements. Your work feels cohesive with our existing digital presence.
Collaboration & Communication
How well you work with copywriters, developers, and campaign managers, ensuring smooth workflows and clear understanding of design intent.
- You're seen as easy to work with. Developers find your annotations clear. Campaign managers feel their feedback is heard and actioned. You proactively share progress and flag potential roadblocks early.
Proactive Problem Solving
Your initiative in identifying potential UI/UX issues in existing marketing assets and proposing solutions, rather than just waiting for requests.
- You'll come to your manager with suggestions for improving an underperforming landing page. You spot inconsistencies in our email templates and offer to fix them. You're thinking ahead, not just reacting.
