UX goals and objectives are a way of articulating a destination. In other words, where do you want to go? If you don’t know where you’re going, you probably won’t get there. This concept of beginning with the end in mind is actually the second of the “7 Habits of Highly Effective People”.
Taking the time to define UX goals and objectives is (or should be) the first step towards improving user experience. In any project, the objective is the most critical element. It’s the compass, DNA, and purpose all wrapped into one.
UX Goals and Objectives guide the process
Think of goals and objectives like magnetic North to a compass. Every decision and action should point towards the objective. Quite often in UX Design, things can get pretty complicated – that’s why we use so many flow charts and wire frames 🙂 Countless paths and if-this-then-that scenarios combine to create a digital maze that easily disorients nearly anyone. A list of objectives can act as a compass at any point in the user journeys. Regardless of where you are in designing a flow, you can always look to the objectives to make sure you are on track.
UX Goals and Objectives don’t waiver
It’s normal, and even preferred, to iterate on UX designs throughout the course of a project. I believe this natural iteration is critical to compiling the best possible solution. But sometimes, this iteration can over flow into “adjusting” the objectives. I consider this a major red flag.
When UX goals and objectives drive the evolution of UX designs, that’s a good thing. But when the UX designs cause you reevaluate the initial objectives, it’s time to hit the brakes.
A simple way to put this rule: If you start to doubt the objective, then you should doubt the whole project.
UX Goals and Objectives ARE the purpose
Simon Sinek delivered one of the most profound TED Talks I’ve ever watched. The concept he discusses is the massive importance of the question: “Why?”.
“The Why” lies at the heart of any successful initiative and movement:
Hardly limited to the world of UX design, we often confuse objectives with actions. The objective is where we are going. The actions are everything we do to get there. If you can’t explain why you are doing something, then you haven’t actually defined your UX goals and objectives.
Likewise, if done correctly, you can answer the “Why?” by simply pointing to your list of UX goals and objectives.
How to define your UX Goals and Objectives
If you are looking for a list of common goals or objectives, I’m sure Google will be more than happy to help. I wrote this article to hopefully empower people in the way they think about objectives. This article covers the foundational aspects of objectives to help you translate your vision and ideas into proper and effective goals or objectives for UX design.