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Combining Your Goals With Your Users’ Goals

1:51 with Alena Holligan and Kaleigh Veca

You get the picture: your user has goals, and so do you. Are your goals the same? Your customer may want a new car, and you may want thousands of dollars. It’s important to see what the goals have in common: the customer trades thousands of dollars (what you want) for the car (what the customer wants).

Further Reading:

This UX Planet article talks about how both user and business goals can be combined.

Though it’s an older article, this does a great job of explaining how user goals and business goals can work together (or go against each other).

  • 0:00

    You get the picture.

  • 0:01

    Your user has goals, and so do you.

  • 0:04

    Are the goals the same?

  • 0:06

    Your customer may want a new shirt.

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    And you may want $20.

  • 0:10

    It's important to see what the goals have in common.

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    The customer trades $20, what you want, for the shirt, what the customer wants.

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    If your customer wants to buy a shirt, and you give them one for

  • 0:22

    free, that helps the customer, but it doesn't get you any money.

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    If you want your customer to give you money, and they give you $20

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    with nothing in return, that doesn't make a lot of sense for the customer.

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    Keep in mind that your goals should be win-win, they buy a cool shirt, and

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    you get your money.

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    Your user wouldn't want to be short-changed and

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    you probably don't want to be short-changed either.

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    It's important to strike a balance where you both benefit from the interaction.

  • 0:51

    At the end of the day, the user will do what the user wants, so

  • 0:55

    it's important to align your goals with theirs.

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    A good way to visualize and remember this is by drawing a Venn diagram.

  • 1:04

    A couple of videos ago we made a list of the businessman's goals.

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    In the previous video, we looked at some of our goals.

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    The middle part of the diagram should be what both of you want, and

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    by seeing how they overlap you can see what helps both of you.

  • 1:19

    The businessman wants a ride to the airport, and

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    we want customers to use our app to get rides to places they want to go.

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    He wants the vehicle to pick him up promptly, so

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    he doesn't have to worry about not making his flight on time.

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    We want our app to work as efficiently as possible, so

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    we can serve the largest number of people.

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    So we both want the same thing.

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    However, we have other users.

  • 1:43

    Take a moment to think about what Social Sara and your third persona

  • 1:46

    want to accomplish and how you can find ways to help them reach their goals.

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