As a UX designer, your journey from understanding user problems to devising innovative solutions is a dynamic and strategic process. An integral part of this journey involves merging insights from various research tools and shaping them into a focused scope. In this article, we’ll delve into the art of creating goal statements – powerful declarations that encapsulate your product’s purpose and benefits for users.
The Journey Begins: Insights and Scope
Before diving into goal statements, let’s reiterate the importance of combining insights from empathy maps, personas, user stories, and user journey maps. This amalgamation sets the stage for a well-defined focus – a necessary foundation for creating effective solutions.
Decoding the Goal Statement
At its core, a goal statement is a concise encapsulation of your product and the value it brings to users. It bridges the gap between the problem users face and the solution you’re crafting. In essence, the goal statement embodies the optimal solution to the design challenge. This statement revolves around who the product serves, what it does, and why it’s the remedy for the user’s need.
Building Your Goal Statement
- Revisit the Problem Statement: Begin by revisiting the problem statement you’ve crafted. This is the key to understanding the challenge users are encountering. The problem statement template provides valuable insights:
[User name]is a/an[user characteristics]who needs[user need]because[insight].Example: Sawyer is a construction business owner who needs to attend local trade conferences because they need to network to find more clients. - Transition from Problem to Goal: Transitioning from problem identification to goal definition is a pivotal step. This is where the essence of your solution takes shape. The goal statement needs to be specific and focused, addressing the problem highlighted in the problem statement.
- Structuring a Strong Goal Statement: A potent goal statement possesses specific attributes:
- Describes Action: Clearly states the action users can take or what the product will do.
- Defines Affected Users: Specifies who will be impacted by the action.
- Highlights Positive Impact: Articulates why the action positively addresses the user’s need.
- Measures Effectiveness: Outlines how success will be measured in tangible terms.
Crafting Your Goal Statement
Using the template below, you can create a robust goal statement that aligns with the problem you’re solving:
Our [product] will let users [perform specific actions] which will affect [describe who the action will affect] by [describe how the action will positively affect them]. We will measure effectiveness by [describe how you will measure the impact].
For instance, let’s create a goal statement based on the problem statement:
Problem Statement: Sawyer is a construction business owner who needs to attend local trade conferences because they need to network to find more clients.
Goal Statement: Our TradeConference app will let construction business owners expand their network, which will improve client connections at local trade shows. We will measure effectiveness by analyzing show attendance.
Guiding the Design Process
With your goal statement firmly in place, you’ve set a clear direction for your design journey. This statement acts as a beacon, illuminating the path to crafting user-centric solutions that directly address the identified problem.
Final Thoughts
Creating impactful goal statements is a skill that evolves with practice. As you become adept at aligning the user’s need with your solution, your goal statements will evolve into potent guides for product development. Through a meticulous blend of insights, empathy, and strategic thinking, you’re poised to design experiences that resonate deeply with users and truly make a difference.