Founder and partner of truematter, a user experience strategy firm, Dean has created user-centered digital products for 25 years. He oversees truematter’s UX practice, leading strategic engagements for regional organizations as well as the Fortune 100.

Dean specializes in defining, designing, and building complex digital products. His expertise includes UX strategy & Design, user research, user testing, and building UX-focused teams. He regularly speaks, writes, and teaches on these subjects.

Dean is also an avid ultra marathoner, reader, and adventure traveler.

The Fundamental Anatomy of Digital Product Goals

If you want to make outstanding digital products, you must understand your users deeply. Their needs, tasks, and behavior drive everything about interactive experiences. But of course, every product starts with an idea. And ideas are developed by organizations with goals and motivations.

Most companies are pretty good at identifying internal goals. The trouble is, after ascending this particular Olympus, they go no further. If you simply list goals in a vacuum and expect them to come to fruition, you are wishing, nothing more. Successful digital products are well planned and connected to something real.

In this talk, digital product leaders and teams will gain a more complete understanding of the power of well-conceived digital product goals, which must always:

* Have a clear context.
* Be prioritized.
* Connect to real users.
* Predict a successful future state.
* Be concretely measurable.

This approach forms a direct line connecting strategy and real-world use to measurable results. You will be astounded by the difference it makes.