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Creating User Experiences

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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).

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    You get the picture. 0:00
    Your user has goals, and so do you. 0:01
    Are the goals the same? 0:04
    Your customer may want a new shirt. 0:06
    And you may want $20. 0:08
    It's important to see what the goals have in common. 0:10
    The customer trades $20, what you want, for the shirt, what the customer wants. 0:13
    If your customer wants to buy a shirt, and you give them one for 0:19
    free, that helps the customer, but it doesn't get you any money. 0:22
    If you want your customer to give you money, and they give you $20 0:27
    with nothing in return, that doesn't make a lot of sense for the customer. 0:30
    Keep in mind that your goals should be win-win, they buy a cool shirt, and 0:35
    you get your money. 0:39
    Your user wouldn't want to be short-changed and 0:41
    you probably don't want to be short-changed either. 0:43
    It's important to strike a balance where you both benefit from the interaction. 0:46
    At the end of the day, the user will do what the user wants, so 0:51
    it's important to align your goals with theirs. 0:55
    A good way to visualize and remember this is by drawing a Venn diagram. 0:58
    A couple of videos ago we made a list of the businessman's goals. 1:04
    In the previous video, we looked at some of our goals. 1:07
    The middle part of the diagram should be what both of you want, and 1:11
    by seeing how they overlap you can see what helps both of you. 1:15
    The businessman wants a ride to the airport, and 1:19
    we want customers to use our app to get rides to places they want to go. 1:22
    He wants the vehicle to pick him up promptly, so 1:26
    he doesn't have to worry about not making his flight on time. 1:29
    We want our app to work as efficiently as possible, so 1:32
    we can serve the largest number of people. 1:35
    So we both want the same thing. 1:38
    However, we have other users. 1:40
    Take a moment to think about what Social Sara and your third persona 1:43
    want to accomplish and how you can find ways to help them reach their goals. 1:46

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