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Your audience will use your product for something specific, like buying a shirt, filing their taxes online, or getting a ride. It’s up to you to help them meet their needs!
Further Reading
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Designing for Goals, by Brian McKenna, addresses the importance of identifying User Goals.
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[MUSIC]
0:00
[SOUND] We've made educated assumptive
guesses as to who will be using our
0:04
product.
0:08
But we need to be sure that we're
working towards the right goal.
0:09
Just like we wouldn't start stacking
bricks and trying to build a house without
0:13
having a plan, you should also
consider the goals that you have for
0:17
your product before getting
started on building it.
0:20
Your users aren't typing
a URL into the browser for
0:23
no reason, they have goals in mind.
0:27
When people use an app or
website, they have certain goals.
0:30
These could include looking for sales,
or buying some stylish new pants,
0:34
learning to code, or filing their taxes,
connecting with friends or,
0:39
in our case,
catching a ride with a ride-sharing app.
0:43
It's up to you, as a UX designer,
to help them meet their needs.
0:47
It's best to talk to current users,
if possible, or
0:52
people who you think would use
your product, to help make
0:55
sure that you're thinking on the right
track and anticipating the correct needs.
0:58
They will probably suggest ideas
you haven't thought of, so
1:03
it's important to listen to
potential users early and
1:06
often to ensure that your product
helps them reach their goals.
1:09
Make sure that you understand why they
would want to buy or use your product.
1:14
Your product needs to meet your
user's goals, or they won't use it.
1:19
By diagnosing their goals before any
kind of information architecture,
1:23
wireframing, or production,
we can make sure that the heart and
1:27
soul of the product is shaped
around helping our users and
1:31
creating an enjoyable experience
as they use our product.
1:34
It's all too easy to get lost in
picking the right font in a design or
1:39
the right words to say, while neglecting
the things the user cares about most.
1:43
Which is why it's important
to lay a solid foundation for
1:48
the product before any structural or
design decisions are made.
1:50
Every choice along the way should
support the user accomplishing the goal.
1:55
Let's look at the goals for
each of our personas.
2:00
What goals does our businessman have?
2:03
He wants to get to
the airport efficiently.
2:06
Social Sara wants to get home safely and
affordably after a night out on the town.
2:09
Why is the third persona,
the one that you created, using the app?
2:14
What are their goals?
2:19
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