User Goals Vs. Business Goals

May 24, 2022 Design 3 Min

What drives users to use your digital ecosystem in a specific way and what drives the organization behind it, may look different in terms of goals and needs. Yet the business benefits when users reach their goals, and the user benefits from business goals that help them realize greater success. So what might these goals look like and how can they align?

User Goals

Your users are just like you—humans with individual goals and needs. Users generally want to do their job faster and better, be more productive, and streamline their work. These are people who also have career goals and personal goals, and sometimes they just want to wrap up a little earlier to spend time with their family.

In a work environment, different user groups can also have different work-specific goals. For example, a sales team will likely have goals pertaining to licenses sold or average contract value, while a customer service team may have goals for efficiency and satisfaction. Each user within those teams will be focused on their own individual performance and the resources required to achieve their goals.

Business Goals

The business’ goals, on the other hand, are far more high-level than the typical user’s goals. The business is focused on long-term achievement and performance of the company. Business goals may focus on a social mission, the bottom line, employee work output, customer retention, and more.

Starbucks’ stated business goals are ethical sourcing, environmental stewardship, and community involvement. Apple’s business goals are to leverage the ability to design and develop, enhance and expand, and be responsible to the environment. Business goals are more strategic and overarching.

Bringing User and Business Goals Together

The business benefits when users achieve their goals. Users are happier, more engaged, and more productive—which equates to employees more committed to help the business succeed. So how do we align user and business goals so that everyone is moving in the same direction?

For starters, make sure that the actions you reward your employees for help in the pursuit of your company’s goals, match with the pursuit of theirs. How does your digital platform’s UX design helps achieve your users’ goals? Are they able to complete their work faster? With less steps involved? In our last post, we talked about designing an effective user experience for platforms. Since user goal achievement helps advance business goals, it makes sense that you want systems to make those goals easier to obtain. A sales team that can seamlessly enter and manage their leads in the system will have more capacity to obtain additional leads. A customer service team that can quickly access customer accounts and provide resolution will be able to attend to the next customer much faster. Identify critical processes that your digital platform and ecosystem may be making harder, and fix those gaps early.

By structuring your user journey and reward structures to inspire individual user goals that align with overarching business goals, and then creating UX design that makes those goals easier to achieve, you’ll be ahead of the game from the start.

Ruthless Evaluation

Businesses fall short when they don’t aggressively and ruthlessly evaluate their digital ecosystems and infrastructure. It can be easy to approach strategy from a place of bias and history—but what worked in the past isn’t necessarily going to set you up for success in this rapidly changing digital age. It’s important to take a step back and objectively assess what is working and what isn’t, and then dig into the root cause. If you’d like a digital strategy checkup, don’t hesitate to reach out to Motiv for help. We’ll help you plan a seamless digital experience to help both the business and the users achieve their goals.


mariya besedina
Mariya Besedina

Mariya and the team equip prominent brands with bespoke digital solutions that accelerate business growth and propel brands to a global stage.

Ready to get started and transform your business through the power of data?