You might wonder: This book was published in 2009. The iPhone was a toddler. Figma didn't exist. Is it obsolete?
Most products obsess over End Goals. Goodwin insists you start with Life and Experience goals. If a financial app helps you transfer money (End Goal) but makes you feel anxious and out of control (Experience Goal), you will delete it.
Using ethnographic methods—like field studies and stakeholder interviews—to understand both the business needs and the user's context.
You might wonder: This book was published in 2009. The iPhone was a toddler. Figma didn't exist. Is it obsolete?
Most products obsess over End Goals. Goodwin insists you start with Life and Experience goals. If a financial app helps you transfer money (End Goal) but makes you feel anxious and out of control (Experience Goal), you will delete it. You might wonder: This book was published in 2009
Using ethnographic methods—like field studies and stakeholder interviews—to understand both the business needs and the user's context. You might wonder: This book was published in 2009