Goals First, Then Tactics

When I kick off a client project, two of my first questions are:

• What are your project goals?
• What are your project tactics?

Most of the time, my clients define their goals as tactics. For example, “I want a beautiful site with a great user experience.” While this is a useful thing to identify, it’s not a goal. It’s a tactic.

What purpose does a beautiful site serve? Does beauty drive revenue? Why improve the user experience? Doex UX cultivate positive emotions towards your business?

Nica Lorber
July 06, 2015