UX Word of the Day: User Goal

Is there a technical term for that? Why yes, yes there is. 

UX has an enormous amount of jargon—so much so, that I have yet to find a comprehensive list.

So today, I’m starting my own list of UX design concepts in this new blog series called, “UX Word of the Day.”

User Goal

Why the user is visiting your website, app, system, etc. What they hope to achieve in doing so.

Everyone does something for a reason… No one visits a website out of the blue—no trigger, no end-game—and just “looks around.” Even on sites that seem like “time fillers.”

On Facebook, people want to find out what they missed or share something they saw on the Internet or something going on in their lives.

On YouTube, people want to be entertained, learn something, get ideas, or be inspired. Even if they’re just killing time or zoning out on the way home from work—people will at least have an emotional goal. To laugh. To feel better about themselves. To relax.

On your website, your audience wants to get information, compare prices, buy something, validate their decision, solve a problem, and so on.

At the start of every landing page project, ad campaign, email message, blog post—first ask, what is the user’s goal here?

Try This Exercise

Either by yourself, or with your team, make 2 side-by-side lists:

  • a list of YOUR user goals (what you want them to do)
  • a list of your audience’s user goals (what they actually want to do)

When you find the same goal in both columns, draw a line connecting the 2.

How many matches did you get?

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Author: Kristine Remer

June UX is led by Kristine Remer, a CX / UX research and strategy consultant in Minneapolis. She helps companies drive significant business outcomes by finding and solving customer problems. When she's not creating customer journey maps and user personas, Kristine is either kayaking or watching her kids play soccer.