Difference between user goals and needs

Admittedly, I didn't fully comprehend the distinction between user goals and user needs when I first embarked on my UX journey. Now that I do, I realize that grasping this difference can be a crucial stepping stone for aspiring designers. It provides a solid foundation from which to begin their journey with.

Navigating the world of UX design can be challenging, it takes a while before you see the hole picture. But understanding user goals and needs is the foundation for all that is UX.

The short answer

People have goals when using a product or service. A goal could be to buy a train ticket. And then, their needs are everything necessary to accomplish their goal. Or reach that state.

Again the needs are necessary for users to reach their goals. Leets dig a bit deeper.

Goals

The two main types of goals that we usually talk about is user goals and business goals.

User goals

A user's goal represents the desired outcome or state they seek to achieve when interacting with a product or service. These goals can vary from person to person and can be derived from user personas, which are archetypes of target users created through research. For instance, in a train ticketing website, a primary user goal might be to purchase a train ticket, while a more refined goal might be to find the quickest and most affordable ticket option.

Business goals

The design needs to align with the company’s overall objectives. Knowing the business goals helps us to prioritize features.

Needs

As mentioned earlier, user needs are the fundamental requirements that must be met in order to achieve the state of the user's goal. These needs encompass a wide range of aspects, categorized primarily into functional (pragmatic) or emotional (hedonistic) dimensions.

Let's revisit the train ticket example. When a user intends to purchase a train ticket, they may desire to view all available departure times and fares. They may also need the ability to compare prices and select a preferred seat. Simultaneously, they may seek an intuitive interface that facilitates effortless navigation, and even experience a sense of pride in choosing train travel over air travel. These functional and emotional needs should be carefully considered when designing for the user's goal of purchasing a train ticket.

Product requirements

At the outset of a new design project, it's crucial to articulate the essential requirements that the product must fulfill. These requirements stem from the user needs identified during research, addressing the actions users must be able to take to achieve their goals.

Functional needs

Usability is a prime example of a functional need. If a user doesn't understand how to navigate the ticketing process, they won't be able to achieve their goal of purchasing a train ticket. Functional needs are grounded in practicality, addressing the effectiveness of users in attaining their desired outcomes.

Emotional needs

While usability is a concrete need that can hinder users from achieving their goals, emotional needs are more subtle and subjective. These needs often revolve around self-expression and the desire to connect with a product or brand on a deeper level. For instance, a user might choose an iPhone over an Android for its perceived status symbol, or they might derive pleasure from using a product that aligns with their personal values or preferences. While functional and emotional needs may appear distinct, they often exist on a spectrum, with many needs falling somewhere in between.

Design decisions

Humans have universal psychological needs, but each individual expresses them in a unique way. As designers, our goal is to create products that empower users and instill a sense of competence. However, the specific design decisions will depend on the target user group. For instance, a calculator intended for both engineers and children should cater to the different levels of technical proficiency and self-esteem among these two user groups. This necessitates empathy for users and a human-centered perspective that guides every design decision.

Summary

Users approach products with specific goals in mind, and it's our task as UX designers to understand those goals and create solutions that help them achieve them. This requires a deep understanding of user needs, which encompass both functional aspects (how to achieve the goal) and emotional aspects (the user's experience and motivations).

Gathering insights through user research is essential to uncover these needs and align them with the business goals. This information can then be translated into product specifications and user stories, ensuring that the design process is driven by user-centered principles.

By understanding and addressing both user needs and business goals, we can create products that are not only functional and effective but also emotionally engaging and rewarding for users. This approach not only enhances the user experience but also drives business success by contributing to increased satisfaction, loyalty, and ultimately, profitability.

The next step in this journey is to explore the motivations that drive users to achieve their goals. Understanding these motivations is crucial as different users may have distinct reasons for pursuing the same goal. We'll delve into this topic in more detail in the next article.

To gain a broader perspective, I encourage you to explore the user-centered design methodology known as design thinking. I'll be covering this topic in a future article to provide a comprehensive overview.