Ep 271| 3 Secrets for Matching Biz & User Goals

How to match the user needs and the business goal. Particularly if you are a product designer solving a very big problem. Particularly if you are going for the recruitment and most importantly you are building a project in your portfolio. How to match this, how to know the step by step process? Because many, many times you may be hearing this word but not lot of people have really documented or given a clear cut instructions how to do it. In this podcast you're going to see that because ultimately this podcast is going to make you do a live activity. Also at the end also with that you can able to go and approach a recruiter and start getting hired. That much of important we are going to see that much of important information we are going to see in this podcast. If you want a live demo of it, I would highly recommend to go to my YouTube channel. The link is given below in the description and go and watch it out. But in this podcast I'm going to give you the nuggets of what is real importance of matching the user goal with the business need. Let's jump in. Welcome to Design for Change podcast. Thank you for staying tuning. Here we are in the day 8 of learning skills very intensively and I'm also really happy. A lot of overwhelming support and engagement is happening in our podcast. It's getting ranked high. Lot of times when you search in the keyword in Spotify or Apple you can find Design for Change coming up in. Thank you so much for the support guys and also make sure you spread this word to your friends because it is absolutely free of cost and Apple is already approaching for monetization and Spotify soon India gets monetized. It will be done. Okay, so now it's available free of cost. Please take an advantage and utilize it properly. 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Okay, so now we'll start this very important information called how to match the user goals with the business needs. Okay. Or maybe the vice versa. Very nice. So first of all, let me tell you what are the importance of this. See, it directly increases the product success in a higher level. It improves the long term customer loyalty. Because when customer subscribes your products or buy your product, he should be becoming a lifetime customer for you. Right? Ultimately, if that is not happening, you're not going to earn lot of profits and your business will not grow. Ultimately, if the business is not growing, business will automatically shut down very, very faster. Also it helps you plan your resource much better. It optimizes your time as well as it maximizes your budget as well. Because while you're putting user needs and the business goals in first, you will be redirected what to do exactly on what time, on what priority. Like let's say your user goal or your business goal could be bringing a lot of users. That's your goal. Your goal is not making the user engage in your application or engage in your website or engage in your physical product. Your ultimate goal of the business is to make people come into your platform. For that you need to drive a different objective, you need to drive a different design thinking, you need to drive a different project. Right? Let's say your user goal could be coming and making them as a member by signing up for their free newsletter. That could be the user goal. Okay, that could be the business goal. The user need is getting information. The business goal is making them sign up for their newsletter. Later they can be converted them as a paying customers as well. So the objective is very different now compared to the earlier case what I told. So the work, the activities, the design thinking, the process, everything becomes very, very different. So you need to be very careful while you are seeing and understanding the business. Jagdish, how do I get it? You have to talk to your business owners. You have to talk to your people who are giving this exact need and output for you. You have to talk to your CEO or if you have to talk to your team lead, if you have to talk to your client, if you have to talk to your core teammate to understand what is the real business goal. The only strategy how you can able to do it is ask, question and listen. If you still want a clarity, ask even more deeper questions and listen. Make sure it is open ended as well as giving you lot of qualitative insight and engaging with them. Because ultimately if you are not doing this step properly, you will get in a big trouble. Okay, so this is the importance why we are having this. There are many misconceptions what what people say is design should always prioritize user first. Yeah, it's fine but ultimately the business should also be met. It's not like first, second we have to rank it here. We should know if both are matching. Only we can able to rank among the competitors and anybody. This is most most important. And second misconception what people say is it's a either or situation. Either the business gets profit or sometimes the user has to get adjusted. Or if the user gets a comfortability then the business has to take this loss. No, it's not like that. If you do a proper design thinking, methodology and approach, you can able to make a win win situation. Guys, this is a misconception a lot of people have. But you can do it. It's highly possible by asking right questions, doing a right research and bringing the right insight to them. Okay Jagdish, now you're saying this is the thing how to do it? Very simple guys, I'll tell you three important things. First of all, do a lot of interviews with your stakeholders, with your business owners, with your users. Second, ask lot of questions, listen and document it properly. Bring the insights. Third, make an insight mapping and find out what is the value proposition which you can bring out. See ultimately if you're not doing these three steps, you won't be able to create a huge value. First is do the interview. See, there are multiple ways you can do interviews. You can hand out a questionnaire, you can talk to them live, you can observe them. That's a different thing. But I'm telling you, go and talk to those people and just listen to their feedback. Prepare a good questionnaire, validate it with some senior of your project or your mentors before you're doing it and do a rehearsing, do a dry run, do a test trial with many users and then go for the real time users and then collect the inputs from them. Once if you're able to do this research properly, you will get lot of insights. Once you're getting these insights, then you can find out which is common for the business, which is common for the user. Once if you're able to do it, then the third step is very important which is called creating a value proposition. Okay, so let me tell you the three steps guys. First is interview by asking questions and doing different method. Second is doing a deeper analysis by conducting the interview and getting the insights. Third is creating these insights into a value proposition. What is mean by value proposition? Jagdish? First of all you will have to rank this in a matrix case. Which is the most important need? Which is the second important need? Which is the third important need? Okay, you'll have to create a metrics for it. While you're creating a metrics for it, you should show before and after how much your product is going to improve. How much the business is going to earn more, how much the user is going to get benefited. Like let's say the usability goes high. That means instead of achieving in 10 steps, user is now going to achieve it in 5 steps. Instead of holding this application for the 1 hour in the hand and completing the task, now the user will be able to do it in just five minutes. That means 55 minutes is saved. That's like almost 10x of what your earlier project is. Right? So you have to bring this metrics. If your business is getting improved in profits, tell how much it can be increased. Like let's say 2.5x profits can be increased by implementing this small strategy, by implementing this call to action, by implementing this micro interaction, by implementing this small change in the ui. Very simple. If you are not able to create a value proposition, don't expect anything to do in your project. Guys, you are not a student. Just doing project after project, completing profile after profile, completing behance after behance. There is no point in doing it without mitigating it properly. Okay, so conduct the user research, conduct the interviews, gather the insights and then create a value proposition with a proper metrics with a proper priority. Once if you do this guys, I'm telling you the next step is very simple. Then you will know what to align, what to not align. Then you will have a clear activity for you right in front of you. Okay, so now let me give you an activity, guys. Take out a one project which you already did. One project which you already did. Select two users whom you can do this. Testing the question and answering with them. Okay? Prepare a questionnaire, get it validated from your mentor and create a matrix beforehand. Okay? Don't write what are the parameters in the matrix, just write 1, 2, 3 and keep a matrix empty based on the user need. What you're trying to create. Now understand the user perspective and then put the feature and then metricate it. Then rank it out. Then you see how your solution is really matching with the solute with this need of the business customers. And then bring out your ideas to the customer. Once if your idea is not clear, then go and reperfect it. This is the most important thing. If you are not meeting the business goal as well as the user goal, you need to reiterate, there is no shortcut here. You will have to reiterate from the beginning. Creating a solution which is more balanced, which is more optimal, which is more needed for the user as well as the business and then going for a retesting once. If you're going for the retesting then you can able to see. Hey user, see this is a feedback you gave earlier. This is the improvement we did See how it is okay, fine. The user says yes. Then ask why it is okay compared to the better. Write it down. If the user is saying no, it's not meeting, then ask why it is not meeting. Can you tell me specifically what has gone wrong? Can you tell me specifically how do you need this button to be redesigned? Can you tell me how are you understanding this UI when you see it for the first time? Tell me how this particular thing is helping you solve the problem or helping you make the transaction or helping you buy this product like never before? Were you able to choose our application over the competitors? Were you able to use this button over the others? Were you able to use this insight very clearly and make a decision while you purchase a product? Tell me how your application is now improved. Tell me how you can able to now Make a choice, make a transaction and how your processor is getting delivered. So your business could be anything, your product could be anything. But the user objective and business objective needs to be matched. Your questioning should already been aligned to this. If you're asking questions like this and then if you're getting the answers from the user like this way, I'm sure guys, whatever you're building is definitely meaningful. If you're not doing this, you're wasting ultimately a lot of time. You are still a student, you are not becoming a professional. Okay, look at your projects. Everything will look like a student level project, right? But if you apply like this, you will have a much more clarity in what you're doing. Okay guys, fine. So now let me give a scientific background of it. The moment when you do this process, the moment when you try to find out this balance neurologically, what happens? Your prefrontal cortex and your amygdala gets into a balance. The moment when you prioritize the need and the moment when you prioritize the business need and user need. Your complex decision making will become much easy. This is most needed for the user, for the designer. Because many designer has a big time problem prioritizing. That is the reason I'm asking you to do these three steps. And once you're able to do these three steps, you will know which to balance automatically. Your decision making becomes easy. Your cognitive load reduces your emotional resonance towards the business and the user empathy will match once. If you do this automatically, you'll see a huge profitability and the customer retention, the product success goes high. Let me give you some stat guys. Businesses who focus on this have improved their profit by 32%. It's a real time stat. People have used this alignment for the business goal and user needs have increased their customer retention by 1.6%, 1.6 times more. And people who do this have double their likelihood of success when they meet the business need and the customer requirement. See, I've given you a statistics also. I've given you a neuroscience background also. Now you can able to try this AI tools also guys, to do it you can use a tool called Miro. Inside Miro there is something called Miro Assist. You can put all of your user insights, research and whatever information you got from your study and ask Miro to summarize and find out a need between the business need as well as the user need. It will exactly split you. You don't have to even copy paste into ChatGPT or other AI tools. You can do it inbuilt in Miro. Okay, try it out. It's very easy. And there is another tool called Airtable the Moment. If you put all of your insights into it, Airtable views and compares your business goal and user insights and provide a metrics provided that data is already there. What happens is these tools will enable you to see the picture very clearly. You're not just swimming with data and sentences and information. You're also able to see the differences and metrics around it. Okay, so try it out guys. These tools are very helpful for you. Okay, so the importance is very clear now you're able to balance the business needs, user needs for a long term success and also your customer is getting satisfied. So I would highly request you to go and do the activity what we have given and try to balance it out. And also write in this podcast below or the description YouTube wherever you're seeing this, what is your top three takeaways, what is the project you're going to now take and who are the user you're going to interview and tell me what is the results you want. I will make sure I'll follow up with you for the each comment whatever you're doing because I really respect guys people who type in the YouTuber podcast. I reply them each and everything, each and every people same day or maybe one day late. And I'll make sure I'm also following if you want you can able to pin your work. Also I'll see how you have improved and how your work is now getting better compared to the earlier project what you did. Because once I see your project and give you feedback then you will know what mistakes you're doing and then how we can able to improve. Because in this day and age people are not lacking knowledge, people are lacking guidance and mentoring. So that is why I'm asking you to write down in the podcast or description and I will be able to follow it that way. Okay, thank you so much guys for listening. But last but not the least you if you wanted to know the full equation because user needs and business needs is one part if you want to know the full equation to build your exact project from the ground up, find the right recruiters, get 3x of your paycheck in just less than 90 days. I have a free webinar for you. You can click the link below to claim that free gift. You can attend Sunday webinar at 11am to watch me live to know the strategies how using my six step formula and the AI codecs which we have recently developed and help you level up your game faster. Some of the people who have used this have taken result in just 30 days, 45 days, 60 days, even 90 days, people have gone their salaries into 2x3x more. You want to know how come and attend there and also make sure to subscribe to my podcast channel or you or Spotify or Apple, wherever you're listening and give me a best star rating and get notified. Thank you so much. See you in another episode. Bye bye. Dump.