How to research design goals?

To research design goals effectively, it's crucial to focus on the overarching objectives rather than getting lost in the processes or tools used.

Jehad Affoneh, Head of Design at VMware, emphasizes the importance of maintaining a clear understanding of the ultimate goal, which is to deliver exceptional user experiences that benefit both the business and its users. He stresses that while activities like building a design team or integrating design tools are important, they are merely means to an end and not the goals themselves. This perspective helps ensure that all design initiatives are aligned with the broader objective of advancing the business and its users 1 .

Here are some steps you can take:

1. Understand the End Goals: Clearly define the desired outcomes for both the users and the business.
2. Align Activities with Goals: Ensure that design activities, tools, and processes directly contribute to achieving the end goals.
3. Customer Research: Spend time with customers to understand their needs and how your design goals can meet those needs.
4. Evaluate Regularly: Regularly check if the current activities are still aligned with the ultimate goals and make adjustments as necessary.

This approach helps keep the focus on meaningful outcomes rather than getting sidetracked by the means to achieve them.