goal statement
Creating a well-defined goal statement is a pivotal step in the UX Design Docs process. A goal statement sets the foundation for a focused and purposeful design endeavor.
The goal statement provides clarity and direction, precisely describing:
- what the project aims to achieve,
- the actions users will take,
- the target audience,
- the positive impact on users, and
- the criteria by which this success will be measured.
All of this information enable a goal statement to encapsulate the purpose for all the stakeholders to see.
A goal statement serves as a reminder of why the project exists and it helps to ensure a shared vision among the design team, stakeholders, and clients. When the members of a team keep the goal statement front and center, the goal statement may aid in fostering a cohesive and aligned approach.
A well-crafted goal statement is fundamental to a user-centric design; because, the text can address who the target market is and the text can address user experience that is the focus of the design process.
Each Goal Statement Should Include
Typically, a goal statement includes the following information:
Project Aims
What is the objective of the project?
Target Audience
Identify the users who will benefit from the project.
Actions Available For User
Describe the actions that are expected of the users.
What Is the Positive Impact
Given the previous information, ask: how will the actions help the user?
Measurable Goals
Finally, just to be very explicit, write out the specific metrics by which success of the project will be measured.
Goal Statement Example: Landing Webpage Optimization
| Project (What) | Our landing webpage... |
| Perform Specific Actions | will enable users learn a concept... |
| Describe Who the Action will Affect | and the new information will enable the user to solve a problem... |
| Describe How the Action will Positively Affect Users | by giving the user an interactive multimedia tutorial experience... |
| Measure Effectiveness | and we will measure effectiveness by tracking the click flow, inquiries, and whether or not a product is purchased. |
Goal Statement Example: Taking a Virtual Museum Tour
| Project (What) | Our virtual museum tour... |
| Perform Specific Actions | offers an interactive online museum experience that allows users to virtually explore the exhibits... |
| Describe Who the Action will Affect | where users will "tour" the virtual museum and experience the virtual art... |
| Describe How the Action will Positively Affect Users | enthusiasts, students, and curious minds find an educational and enjoyable experience... |
| Measure Effectiveness | measured by satisfaction rating from users after their virtual museum tour and sales from the virtual museum shop. |