Week 7, Reading 2

Goal-oriented Design for the Web
by Scratch Media

* Understanding goals is a critical factor in the success of any design project.
* This article discusses techniques to help discover the designer’s own goals and gain an insight into what their target audience really wants.
* It aims to help the designer get a clear picture of their purpose, to understand the key goals of their target users and start to visualise a high-value solution that ensures everybody wins.

* Its contents include:
1. About goals: Why goals are important.
2. Your goals: Identifying your personal goals will help you to achieve them.
3. Your site's goals: Identify your web site's goals
4. Users' goals: The importance of understanding users' goals when designing web sites and applications, introducing personas as a design tool.
5. Win-win solutions: The best sites are consciously planned to deliver win-win solutions that deliver both users' goals and achieve the site's goals.
6. Personas: Why using personas in your design process helps avoid common mistakes and creates a better product.
7. The Site Persona and Dialogue Process: Two more powerful tools for modelling the interactions on your web site. Site personas represent the site's brand and goals. The Dialogue Process is a way of designing interactions as conversations between user personas and the site persona.