Be clear about your business goals and objectives
“In my experience, most products suck for two reasons: A) there’s no (good) process behind them and B) team communication is too close to Klingon,” says experienced design consultant Csaba Hazi. To align the goals and metrics and help designers be more effective, you need to collaborate. Csaba insists on having a workshop in order to solve this problem and help designers think about business goals while developing a new product. “They might not have the right framework for it, or they are not involved in the process or they simply feel that it’s someone else’s responsibility (e.g. the product manager’s),” explains Csaba.
However, it is crucial for anyone who plans, designs or develops digital services to understand the underlying business goals. “I look at business goals as I look at UX,” Hazi insists. “UX is not something that’s one person’s responsibility; everybody is responsible for the experience the product creates in the user.” This means that every team member will have ownership of the product. “It results in a much happier and more efficient team and, not to forget, a far better product,” .
When you organize a meeting for UX designers to learn about business objectives, Hazi advises keeping it simple. Get together with the product leaders, stakeholders, designers and, possibly, developers, take post-its with you or simply write on the whiteboard. Hazi says it can be helpful to write down the most important questions.
Users – Who are the users? Who do you target?
User needs – What are the problems that you want to solve through the product?
Product goals – What do we want to achieve? Be specific (for example, get subscribers or increase the number of people successfully completing the onboarding process).