--- description: Before approving a new design direction, leaders should ask: what specific business metric will this improve, what is the baseline measurement, what does… image: https://www.leanlabs.com/hubfs/LL%20V4.1/LL%20Featured%20Image.png title: What questions should be asked before approving a new design direction? --- B2B Websites What questions should be asked before approving a new design direction? # What questions should be asked before approving a new design direction? Before approving a new design direction, leaders should ask: what specific business metric will this improve, what is the baseline measurement, what does success look like in 90 days, and can visitors accomplish their primary task faster with this design than the current one? Every approval decision should start with a documented problem and a measurable target. A standard strategic pre-approval process includes: auditing existing pages, determining content performance against KPIs, and gathering input from both customers and internal staff on what works and what does not. SMART goals (specific, measurable, achievable, relevant, timely) should be written before any design work begins. Additional critical questions: does the proposed design prioritize clarity, speed, and trust over visual novelty? Can the new design be maintained without developer involvement for routine updates? Has a style guide been created housing branding preferences (color palettes, typefaces, heading styles) with universal internal access? Will the design be validated through A/B testing and user research, or is approval based solely on stakeholder opinion? Companies that combine quantitative analytics with qualitative testing achieve higher conversion rates because they base design decisions on evidence rather than taste. ### Ask AI about Lean Labs [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/chatgpt.svg) ChatGPT ](https://chat.openai.com/) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/googlegemini%201.svg) Gemini ](https://www.google.com/search?udm=50) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/perplexity%201.svg) Perplexity ](https://www.perplexity.ai/search/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/claude%201.svg) Claude ](https://claude.ai/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/copilot.svg) Copilot ](https://copilot.microsoft.com/) Ask AI ```json { "@graph": [ { "@id": "https://www.leanlabs.com/#organization", "url": "https://www.leanlabs.com/", "logo": { "url": "https://www.leanlabs.com/favicon.ico", "@type": "ImageObject", "width": 60, "height": 60 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