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So your Business Objectives and User Objectives Don’t Meet. Now What?

It’s no secret that pretty much every website or digital product is created in order to achieve some business objective, and great UX can be used to achieve that (unhappy users do not convert).

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Published by Tech in Asia
on 26 Sep 2016

So your business objectives and user objectives don’t meet. Now what?

By Rémy Rey-De Barros

After being interviewed on this matter by whatuserdo, I thought I will expand on my point. It’s no secret that pretty much every website or digital product is created in order to achieve some business objective, and great UX can be used to achieve that (unhappy users do not convert).

In the ideal world, the dilemma of business objectives vs. user objectives should not arise – it is in the interest of the business to provide an excellent user experience and fully meet user objectives, so that they convert, return, become brand advocates and do not get attracted by competitors.

However, in the real world, it is more complicated – there are plenty of features that go against user objectives to sustain a business.

Online advertising or asking users to sign up before they can use a feature are examples of such – nobody likes it, however, that is how business objectives are met. It is not easy to change a business model, and it is often unrealistic to ask businesses to do so, especially when there is evidence that users are motivated to respond to them, and there are not many alternatives out there. But maybe it would hurt the business in the long run? Is there a compromise?

The best tool for solving the business vs. user objectives dilemma is to look at the issue objectively, without too deep a focus on creating the perfect user experience or too narrow a focus on short-term business objectives. By how much does it hurt user experience? Does it affect the business in the long term? Could anything mitigate the effect? Is it a deal breaker?

Alternatives and compromises that would satisfy both sides are often available, but not without a full understanding of the issue and both the short-term and long-term implications of it.

When looking at the bigger picture, there is less conflict between business and user objectives

Although business objectives should ultimately win, that does not by any means imply disregarding user objectives. Even when users cannot easily substitute your product with that of a competitor’s, not understanding and meeting their needs goes against business objectives.

Users might not give up and leave when the user journey is slightly annoying. However, they are likely to get a negative impression of your company and subconsciously associate it with frustration or inefficiency, which is always harmful to your business.

Always keep in mind the Halo effect: if customers have a negative impression of one thing associated with your company or brand, they are likely to have a more negative perception of the company as a whole, which is exactly what potential competitors need. When taking long-term business goals into account, there is less of user vs. business objectives dichotomy – a way of making users happy but still meeting your business objectives needs to be found.

Look objectively and compromise

When looking objectively, it is often easy to see a clear deal breaker. Let’s say UX-wise, it would be better if users could download your client’s white papers without filling out a form (we all hate wasting time filling out forms when we just want to get something quickly and go). But from the business perspective, if the business model relies on monetising its database, not having a form would obviously become a deal breaker.

It might be unreasonable to suggest changing the business model in order to meet the user goal of getting everything effortlessly, at the same time it is still a problem that most of the users would get annoyed while trying to access the white papers. However, as long as it is known what users want and what is not easily changeable, an expert UX designer would look for compromises and ways to mitigate the issue.

Maybe it is possible to offer something extra as additional reward for filling out the form, for example a free guide or something similar, which would serve as an additional motivator or a pleasant surprise to undo the negative effects of having to fill out a form. Since it is known that users want to get the document here and now, making the form as short and simple as possible would help as well – there is a difference between a long, boring-looking form and a short “just a couple of questions” form.

Informing users in advance that they would have to fill out a form would help as well, since clicking on “Click here to download” and getting a form instead of a promised download link would make users feel deceived, which would increase the level of frustration significantly (it is a bad practice to have misleading links anyway).

There are probably better and more creative compromises, as long as both user needs and business requirements are fully understood, it is always possible to find middle ground.

It is also worth understanding the extent of the issue and its implications by carrying out A/B testing for two versions – one being more focused on users’ needs, and another more focused on business needs, as well as some qualitative user testing to see the extent to which a proposed version that focuses less on user needs damages the user experience. The more you know, the better decisions you make.

It is okay not to offer a 100 percent perfect user experience, as long as you know what you are doing, when it is an informed, well thought out and researched decision, and not just one following short-term business goals and hoping for the best.

There is a difference between going against some user objectives because of not knowing about them, and doing so as a well-calculated move, always clearly observing the effects of it and being willing to change when needed. Creating a great UX while working within business constraints is a challenge that makes working as a UX designer far more exciting.

Last Modified Date: 29 Mar 2018