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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.