Purpose
To define what success means for a design project from the perspective of business, users, and the design team. This ensures that all parties measure outcomes, not just outputs.
Table – Goals & Success Criteria
| Section | Field | Description | Sample Entry |
| Business Goals | Primary Business Goal | Core objective | “Increase SaaS demo sign-ups” |
| Supporting Goals | Secondary aims | “Improve investor perception, reduce churn risk” | |
| User Goals | Primary User Goal | What the user wants | “Understand value of product within 30s” |
| Supporting Goals | Additional needs | “Seamless onboarding, easy collaboration” | |
| Design Team Goals | Delivery Goal | What the team must ensure | “UI handoff-ready in 10 working days” |
| Quality Goal | Quality benchmarks | “WCAG AA compliance, 0 major QA flags” | |
| Success Metrics | Business Metric(s) | Quantitative outcome | “+20% demo bookings, bounce rate <40%” |
| User Metric(s) | UX indicators | “Avg. task completion time <2 mins” | |
| Team Metric(s) | Process indicators | “All screens approved in QA before dev sync” | |
| Risks & Watchouts | Key Risks | What may block success | “Overloaded dev sprints, unclear messaging” |
| Mitigation | How to avoid risks | “Lock content in alignment call before design” |
Usage Notes
- To be filled during the intake stage, after persona and interview notes.
- Should fit 1–2 pages max for clarity.
- Must be approved in the discovery alignment call before design begins.