Good UX = Good Business: Lessons from Joel Marsh’s VDP Framework
As a user experience designer, it’s easy to feel overwhelmed by the sheer breadth of the field. There are endless rules, methods, skills, and resources competing for attention. Recently, I listened to an episode by UX Podcast (Season 3, Episode 8). The hosts James Royal-Lawson and Per Axbom chat with Joel Marsh, author of UX for Business. This book emphasizes that UX design is about more than aesthetics and functionality; it’s a critical lever for company-wide strategy. Marsh breaks it down into practical, real-world frameworks designers can use, including:
- Understanding stakeholders and business models
- Identifying choices that could hinder long-term product success
- Designing digital solutions with both users and business value in mind
The VDP Framework: Making UX Impactful
A particularly noteworthy concept highlighted by Marsh and subsequently expanded upon in reflections on the book is the VDP framework — Value, Diagnosis, Probability.
Value is the first priority. It has to work. Diagnose problems to make it right. Go from a rough prototype to a reliable product or service. Probability improvements can then make your design a fine-tuned value machine that scales well.
UX for BUSINESS, JOEL MARSH
- Value: Does your design serve both user needs and business goals?
- Diagnosis: What’s at the root of the problem, and how do data and insights guide the solution?
- Probability: How can you increase design success using testing, feedback, and iteration?
One designer’s real-world example: by simplifying a complex checkout flow and making primary buttons more prominent, conversion rates improved by 15% — a tangible outcome driven by the VDP mindset.
Elevating Design Through Strategy
Joel Marsh emphasizes that UX designers need to speak the language of business — articulating problems and solutions in ways that resonate with decision-makers. His book provides frameworks and tools that help designers:
- Operate effectively with limited resources
- Steer clear of common pitfalls
- Influence broader company goals beyond product interfaces
Why This Episode (and Book) Is a Must-Read / Listen
Whether you’re building experiences from scratch or shaping product strategy at scale, this episode and Marsh’s book serve as essential reminders:
- UX isn’t just about the interface — it’s a lever for business growth.
- Balancing user empathy with company objectives is key.
- Strategic frameworks like VDP can guide decisions under uncertainty.