All language subtitles for 05 - Create goal statements.en

Welcome back.

Let's work on merging the insights from
empathy maps, personas, user stories,

and user journey maps to come up
with a focus scope for your designs.

To focus the scope of your designs, we'll
create a goal statement, which is one or

two sentences that describe the product
and its benefits for the user.

In other words, the goal statement
provides the ideal solution for

the design.

So, at this point in the design process,
we're transitioning from

the problem the user is facing to the
solution we can provide as UX designers.

The problem is defined in
the problem statement and

the solution is listed
in the goal statement.

Goal statements cover who the product
will serve, what the product will do,

and why the product
solves the user's need.

To answer the who, what, and why,

you should lean on the user
research you've already conducted.

The easiest way to find out the who,
what, and why

is to refer back to
your problem statement.

Let's think back to the problem
statement formula we introduced earlier.

User name is a "user characteristics,"
who needs "user need," because "insight."

Now, imagine we're designing
an app that helps people find and

schedule dog walkers.

A problem statement we might create would
be: Drew is a pet owner in a small town

who needs to find and schedule a dog
walker, because they work the night shift.

Now let's connect the dots.

Remember, we're transitioning the problem
that our user Drew is facing to

the solution we want to focus
on to meet their needs.

The first part of the problem statement,
Drew is a pet owner in a small town,

describes the user that
our design will serve.

This informs the who
of our goal statement.

The second part of the problem statement,
find and

schedule a dog walker, describes that need
or problem that our user Drew is facing.

The problem will guide the solution
that we need our product to provide, or

as we're calling the what.

And the third part of the problem
statement, because they work the night

shift, describes an insight about our
user that might inform our design.

In this case, our dog walker
app helps people find care for

their animals when they're at work or
otherwise busy.

So how do we actually turn this
information into a goal statement?

Remember, the goal statement should
be just one or two sentences.

It needs to describe both the product and
its benefits for the user.

Our goal statement might be:
Help users with pets find and

schedule dog walkers quickly and easily.

If you didn't create a problem statement,
fear not.

You can also pull the who, what,
and why into your goal statement

from various other parts of your
research and ideation process.

For example, the who can come from
the persona, the what could come from

the user story, and the why can come from
the empathy map and user journey maps.

Okay, so we've made the transition
from the problem the user

is facing to the solution we
can provide as UX designers.

Our solution is outlined
in the goal statement, but

what will the user experience
look like in our solution?

Well, up next, we'll create a storyboard,
which helps us explore a user's

experience with a product in order
to come up with an ideal flow.

See you there.