NoviceBusiness goals are mentioned but in a vague way, and not necessarily clear how it connects to the design.
CompetentIt’s clear how the design is connected to driving at least one business goal, and would create value for the business. Some market constraints have been considered.
ProficientThe design is contextualized in a well-developed understanding of the market and business environment. Metrics have been identified to evaluate the success of the design.
ExpertDesign decisions are business driven without sacrificing customer-centered decision-making. All planned work is connected clearly to measurable results.