The setting of business goals demands a lot of work and is usually one of the key things that defines the further development of a company.
It’s important to separate short and long term goals. The latter should be planned for 3-5 years in advance and answer the question of why a company exists as they are closely connected to the business vision.
According to Paul Boag in Smashing magazine, we could debate whether business goals successfully cooperate with user experience. However, they usually do. When there are disagreements, the business goals should always win.
Let’s take a look at an example of designing a contact form. We are faced with a dilemma whether it is worth it to add one or two more fields in the form to get quality demographic information.
We ask ourselves whether these additional fields will create such a big obstacle that users will not be willing to give their personal information or will do so with resistance. If we estimate that users will still submit their information regardless of the worse user experience, then the worse user experience is more appropriate for achieving the goal.