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[MUSIC]

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[SOUND] We've made educated assumptive
guesses as to who will be using our

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product.

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But we need to be sure that we're
working towards the right goal.

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Just like we wouldn't start stacking
bricks and trying to build a house without

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having a plan, you should also
consider the goals that you have for

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your product before getting
started on building it.

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Your users aren't typing
a URL into the browser for

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no reason, they have goals in mind.

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When people use an app or
website, they have certain goals.

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These could include looking for sales,
or buying some stylish new pants,

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learning to code, or filing their taxes,
connecting with friends or,

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in our case,
catching a ride with a ride-sharing app.

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It's up to you, as a UX designer,
to help them meet their needs.

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It's best to talk to current users,
if possible, or

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people who you think would use
your product, to help make

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sure that you're thinking on the right
track and anticipating the correct needs.

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They will probably suggest ideas
you haven't thought of, so

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it's important to listen to
potential users early and

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often to ensure that your product
helps them reach their goals.

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Make sure that you understand why they
would want to buy or use your product.

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Your product needs to meet your
user's goals, or they won't use it.

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By diagnosing their goals before any
kind of information architecture,

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wireframing, or production,
we can make sure that the heart and

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soul of the product is shaped
around helping our users and

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creating an enjoyable experience
as they use our product.

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It's all too easy to get lost in
picking the right font in a design or

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the right words to say, while neglecting
the things the user cares about most.

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Which is why it's important
to lay a solid foundation for

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the product before any structural or
design decisions are made.

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Every choice along the way should
support the user accomplishing the goal.

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Let's look at the goals for
each of our personas.

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What goals does our businessman have?

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He wants to get to
the airport efficiently.

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Social Sara wants to get home safely and
affordably after a night out on the town.

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Why is the third persona,
the one that you created, using the app?

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What are their goals?