Your audience will use your product for something specific, like to buy a shirt, to file their taxes online, or to get a ride. It’s up to you to help them meet their needs!
Designing for Goals, by Brian McKenna, addresses the importance of identifying User Goals.
[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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