After having lunch with one of my founder friends today, I was reminded about how important it is — make or break — to know what you’re final goal is when you’re designing, and how much it can make or break your company.
I often discuss the fact that UX is not a matter of opinion. Typically I am referring to testing and results, but this is also true in a more subtle way: the problems you have chosen to attack in the first place. Are they really problems? Or are they just opinions?
When you start a new UX project — before you design anything — you need to understand your goals. Two of them, to be specific. Everything you make is based on these two goals and nothing is more important to your success as a UX designer:
User goals and business goals.
If you are a digital professional of any kind, it is only a matter of time before you’re in a meeting and somebody says, “Our goal in this project is to increase [any statistic] by 25%.” When that happens, stop everything and start talking about a new goal.
