Planning design activities

Setting goals

We frequently get goals from product and the rest of the organization that could be interpreted as “business results”. And successful designers seem to be talking a lot about improving conversion etc. But this feels like half the story, as we are optimizing small interactions, rather than making meaningful changes and improvements to the experience - so real user behavior change. Jared Spool’s article on UX outcomes offers a solution to this. Just ask If we do a fantastic job delivering this project, how will that improve the user’s life?.