In FULL SCALE***, Richardson says:
“Determine goals, milestones and priorities. These three tasks make people more productive. Productivity makes better use of your time. Time is directly related to growth. Growth is why we’re here. Therefore, growth is goals, milestones and priorities.”
Your goals might be too big and too abstract. For example:
"Reduce Integration related support tickets by 20%".
or
Increase conversion to paid by 30%
are desirable business goals but don’t map to a user in their journey.
So you need to map and align the user goals. Break the business goals into multiple user behaviours in your App. This might simply be a “BUY” or “PAY” button in the App but the following Pandora example breaks “activation” into 3 user behaviours that you would define as goals.
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