Designing with a theory of change

The gist of Path Design is operating with real theory of change — a theory of how the starting situation transforms into the resulting situation; a theory of how you actually get people from the common states that they arrive in to the desired state that your marketing implies is possible.

How do you actually think that that happens and how do you break the process down and evaluate resources through that process-lens?

There are a number of different design considerations at a UI level that become really apparent when you start looking at your product less as a product and more as sequences of steps in a process.

From: VPP Episode 2 (28.45)