”Most business models have focussed on self-interest instead of user experience.” - Tim Cook.
What makes WhatsApp the best messaging application?
Why is YouTube the most popular video streaming app?
Why is Instagram preferred for sharing pictures?
The answer to all of these questions is UX or user experience.
User experience encapsulates how the user feels and interacts with the product. If your product is easy to use, can be learned easily, and offers what the user needs, it can be classified under good user experience delivering the product.
An example of this is shifting the screen on the phone by swiping on it rather than tapping. The better the user experience, the better the customer retention will be.
As you know of user experience, I must highlight that setting user experience goals is supercritical. If you have succeeded in getting the users to your website, that’s great, but UX is about keeping them on the website for long. As per stats, 74% of visitors will likely return to a site with good mobile UX.
Let’s read ahead and learn about important user experience goals and how to set them!
What are UX Goals?
UX goals are motives that a brand needs to set before developing a product, whether it is a physical one or a digital one. Setting user experience goals helps brands in several ways, such as
- Promise better usability
- Customer satisfaction
- Intended and demanded product functionality
- Delightful product using experience
- Boosts customer retention
- Provides competitive edge
User experience goals should aim to make a product easier and more enjoyable for users to use.
User Experience Examples!
Here are some practical examples of user experience based on which user experience goals can be set!
- Making the onboarding process easier: Google Pay excels at this. While it has not raised any security issues so far, Google Pay automatically finds the user's bank account with the phone number registered with the bank. This streamlines the onboarding process by eliminating the hassle of entering card details.
- Easy functions accessibility: There are countless examples of this, but here is the one from the top of my mind. Motorola has introduced an awesome feature in its phones, Shake to flashlight. When the user needs the flashlight, they can just shake the phone.
- Making the product usable for all users: The Android operating system allows users to place their favorite or most used apps on a single screen or wherever they want. This offers convenience by saving time searching for the app on the app screen.
These are just a few examples of user experience. Looking at these examples, it is easy to say that UX design, features, and other UX elements play a critical role in setting user experience goals.
Let’s read ahead and find out what UX goals are critical for brand and service-based businesses to aim for!
Learn about the role of attitudinal research in setting UX goals!
Top Primary User Experience Goals!
”There are three responses to a piece of design– yes, no, and WOW! Wow is the one to aim for.” - Milton Glaser.
These words by Milton Glaser are truly moving. Businesses need to analyze user experience goals closely to succeed in the market.
Here, I have discussed some primary UX goals that businesses need to aim for!
Always keep the user the priority.
Whether it is a software product or a hardware product, keeping the user's needs and requirements is the major priority. Whenever a user visits a website, it is not imperative to target them with a subscription offer.
Rather than pushing full-screen pop-ups, let them explore the site. In site exploration, focus on providing value for their time rather than forced conversion attempts. Intrusive pop-ups can deflect a majority of traffic from your website. As per stats, 73% of people disapproved of pop-up ads just because they forced them to leave sites before ever clicking anything.
Therefore, always focus on what the user needs to see or is looking for. A small pop-up on the bottom left or right of the screen is enough to propose your offer while keeping the user on the page. This helps boost user satisfaction, which can be measured with the Net Promoter Score or user feedback surveys.
Make it easy to use
The next big thing in product design is the ease of use. Your product should be easy to use. While you can think of creating a how-to guide for your app or website, it is not always helpful unless it is a complex product.
The user may not have the time to go through your how-to guide before using the app. An example of this can be a food delivery app. The user would not read the guide while being hungry. If the app is easy to use, they may order food immediately or just get rid of the app.
Keep the user interface simple with all the critical aspects available on the screen. Further, ensure a smooth onboarding and payment process. You can provide a quick tour of the app on the first use. Here, you can highlight the app's basic features.
Keep all kinds of users in mind.
A great way to boost your user base organically is to build an app for all types of users. I am not talking about the target audience here but people with abilities. Ensure you keep some aspects, like the design's color palette, metadata structure, etc., in mind while developing the app.
Moreover, do keep the Web Content Accessibility Guidelines (WCAG) in mind, as they are designed to keep you compliant. The perfect example of such a WCAG-compliant application is WhatsApp. WhatsApp has aced the user experience by being suitable for everyone.
WhatsApp can work with assistive readers and voice-to-text technologies, offer voice inputs, and has transcript reading features. All these features make it fit for all types of users.
Make it attractive
The next UX goal that you need to focus on is improving the app's inviting feature. I have witnessed several apps where all the crucial functions of the app are cluttered on one screen. Yes, it is true that you need to reduce the work for the users, but not at the cost of pushing them away.
Make sure that you keep minimum elements on the screen to make it inviting for the users to try the app. An example of such an app is Duolingo. The application has only three steps before you can start learning a new language. With a clean, uncluttered interface, the signing-in process becomes super smooth, which increases customer retention.
Don’t make the users work hard.
Do you know that 24% of the users abandon the checkout process just because the site prompts them to create an account? Well, it is true, and there are several other reasons, including slow checkout delivery, complicated processes, etc.
All these aspects are potential roadblocks that increase the checkout time and can actually make things hard for the users. Therefore, aim to keep the checkout process and accessibility to other functionalities of the app or website easy.
Make things clear and visible.
When you have an eCommerce website, it can be somehow difficult to present everything to the user on a single screen. And if you build multiple pages, they can be difficult to reach as the navigation may take more time. Some of the pages could also be hidden from the users. This is where your goal has to be set.
You have to devise methods to allow users to access the required pages. There are several ways to unhide certain things on your website. For example, you can add a search bar like Amazon and Alibaba.
Furthermore, you can include dropdown with flyout menus that can take users to the respective pages. Try to keep all the critical pages 2-3 clicks away from the homepage.
How Do You Set User Experience Goals And Metrics For Your Product?
Now that you know about the ideal UX goals and objectives, it is time to plan how to set certain user experience goals. Here is a detailed process for finding and setting UX goals.
Define your product vision.
The number one thing when setting specific goals is to define your product vision. This includes clearly documenting what problem you are going to solve and who you are going to solve it for.
This question can help you get a clear vision of your product features and functionalities. Ultimately, it will help you set clear UX goals.
Identify your user needs.
Once you have a clear product vision, it is time to identify your user's needs. This is critical as a market-fit product can attract high revenue and users. As per stats, 43% of startups fail due to the absence of a market-fit product.
Therefore, you must conduct comprehensive user research before building a product or service and setting a goal. You can handle user research via surveys, interviews, focus groups, etc.
Learn about conducting effective UX research here!
Set SMART UX goals
After careful analysis of user needs and clarity about your vision, you need to set the UX goals. Make sure that the UX goals are measurable & specific. For instance, you must have a concrete idea about how much engagement or sales you need to achieve in how much time.
Based on the user needs analysis, your goals should be SMART (specific, measurable, achievable, relevant, and time-bound).
Choose your UX metrics.
UX metrics serve as valuable indicators for assessing your objectives. These parameters come in various forms, including quantitative, behavioral, qualitative, and attitudinal metrics.
For instance, quantitative metrics might encompass the Net Promoter Score, while qualitative metrics could involve tracking the number of sessions per user.
UX metrics can help you comprehend the efficiency, effectiveness, loyalty, and satisfaction of the customers. Based on this, you can boost your performance and further enhance the product.
Prioritize and improve
Based on the UX metrics, you can prioritize your UX goals and improve your products to make them more attractive.
How to Measure UX Goals?
More important than setting user goals is measuring them. I have witnessed several business owners who set user goals but aren’t able to measure them effectively.
So, here are some key performance indicators that can help measure UX goals effectively.
- User satisfaction scores, such as Net Promoter Score and Customer Satisfaction Score.
- Task success rates include the tasks successfully completed by the users, such as completing a purchase, filling out a survey, etc.
- User engagement metrics, including the frequency of app usage, time spent on the app, etc.
- Error rates
- Conversions, such as purchases, sign-ins, and subscriptions.
Final Words
Well, after going through this blog, you must know that setting UX goals is necessary. However, there are some technicalities that affect the goal-setting process. First of all, you need to have a clear vision of your product. Further, specific KPIs are needed to measure the goal.
To ensure that you do not miss out on anything critical, you have to conduct comprehensive user research to understand user needs and preferences. One of the best ways to do this is via user surveys and interviews.
To save you the hassle of creating personalized surveys, Qwary has pre-made surveys that you can use for your user research process and UX goal-setting. Check out their attractive inventory of research resources for UX goals.
FAQs
What gives an insight into how effectively the user experience is meeting strategic goals?
There are certain key performance indicators that provide insight into how effectively the user experience is meeting strategic goals. Some of these KPIs are user success scores, user engagement metrics, conversion rates, etc.
How do usability goals differ from user experience goals?
Usability goals are a subset of user experience goals. While usability goals focus on improving the usage of an app or website, user experience goals are aligned toward making the users happy and satisfied with the product.
What are user experience goals?
User experience goals are motives that a business sets to achieve with its products and services. It can be improving user satisfaction rates, conversion rates, reducing errors, etc.
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