Business goals vs user goals: designing in the tension

Check yourself · 7 questions · pass at 70%

1. 01

   What's wrong with 'user-centred design means the user always wins'?

   • If the business fails, the product stops existing and users lose it entirely
   • Nothing — it's the correct definition
   • It undervalues the role of visual design
   • It only applies to consumer products
2. 02

   A stakeholder asks you to reduce support tickets. Which reframing is the useful one?

   • Users resolve their problem without needing to ask
   • Users find the support contact form less easily
   • Users are directed to a chatbot before a human
   • Users receive faster replies from the support team
3. 03

   Why does translating a business goal into a user outcome open up more design options?

   • The business goal is usually stated as a solution, which closes off alternatives
   • User outcomes are easier to measure
   • It removes the need to consider business constraints
   • Stakeholders prefer outcome language
4. 04

   Sales wants a demo request form; users want to know whether the product fits them. What's the most accurate reading?

   • Two solutions to one shared goal — a well-matched customer
   • A genuine conflict requiring a trade-off decision
   • A case where the user goal should override the business goal
   • A sign that sales doesn't understand the users
5. 05

   Which of these represent genuine conflicts with no overlap? Select all that apply.

   Select all that apply

   • Advertising that interrupts the task
   • Requiring a phone call to cancel
   • Charging for something people need
   • Reducing form fields to increase signups
6. 06

   What's the difference between a metric and a goal?

   • A metric is a proxy for a goal, and every proxy can be gamed while the real thing gets worse
   • Metrics are quantitative; goals are qualitative
   • Metrics belong to the business; goals belong to the user
   • They're the same thing described at different altitudes
7. 07

   Why does understanding business metrics increase a designer's influence?

   • It earns you a place in the decisions; 'but the user' alone gets you fewer invitations
   • It allows you to set the roadmap directly
   • It replaces the need for user research
   • It demonstrates seniority to stakeholders

Revision · 8 cards

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