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Creating User Experiences

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Structuring Experiences Around Specific Goals

2:32 with Alena Holligan and Kaleigh Veca

We’ve talked about goals, but how can we measure something like “Learn more about how to save the polar bears”? By creating measurable, quantifiable goals, we’re able to see if we’re reaching our goals and performing like we think we are.

New Terms:

  • KPI (Key Performance Indicator)—A metric used to gauge a product’s success. By looking at how users perform certain tasks, we can assess how the product is actually being used.

  • Quantifiable—Able to be explained objectively through numbers. Quantifiable goals for products could be the number of form submissions or the overall time spent using the product.

  • Qualifiable—Able to be explained through its subjective qualities. Something qualitative in a product could be something like ease of use or customer satisfaction.

Further Reading:

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    We've talked about goals, but how can we measure something like 0:00
    learn more about how to save the polar bears, or change the world? 0:03
    These are abstract ideas that are qualitative, 0:08
    qualities that are descriptive, subjective, or difficult to measure. 0:12
    However, we can reframe the goals by making them quantitative 0:16
    by making goals that are based on facts, data, and measurable outcomes. 0:20
    This will allow us to track the impact our product is making. 0:25
    Maybe we measure what people learned about polar bears 0:30
    by measuring the amount of downloads our PDF gets. 0:32
    Changing the world can be quantified too. 0:36
    Maybe for us, we could define that goal as getting half a million dollars 0:39
    in online donations for our non-profit organization. 0:43
    By creating measurable, quantifiable goals, we're able to see 0:47
    if we are reaching our goals and performing as we think we should. 0:52
    Key performance indicators, or KPIs for short, are a fancy name for 0:56
    these quantifiable goals. 1:00
    By attaching these goals to an action such as download a brochure about polar bears, 1:03
    you can measure your goals more easily than you could with a subjective goal like 1:08
    teach people about polar bears. 1:12
    Look at your product's Google analytics when possible 1:15
    to see how users are currently interacting with your product. 1:18
    There may be things you notice, 1:21
    like your current product isn't working the way you had hoped. 1:23
    You can spot underperforming areas you may want to improve. 1:26
    Maybe people aren't reserving as many tables on your restaurant's website as you 1:30
    had hoped, so you realize you should make it easier to reserve tables. 1:34
    You can measure that goal by seeing if the number of table reservations improves 1:38
    as you update the site. 1:43
    Things like buttons, forms and downloads are some of the best ways 1:45
    to measure whether or not your goals are being reached. 1:49
    Go ahead and write the goal or goals of each user on their persona, and 1:52
    on their empathy maps. 1:56
    Our mission as UX designers is to help them reach those goals 1:58
    through the use of our products. 2:02
    You might be saying to yourself, they all wanna ride with this app, that's easy. 2:04
    But have you considered the type of ride they want? 2:08
    The business may want a ride quickly so he can make his flight on time. 2:11
    And the college friends might care more about making it back to their apartment 2:16
    as a group, so it's cheaper per person. 2:19
    They may all have the same or similar goals, but 2:22
    they may have different expectations about how to reach that goal, 2:25
    which we as UX designers, should plan around. 2:29

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