“(…) I (and many others) have been told to “create a good user experience.” We’ve heard this in creative briefs, project kick-off meetings and critiques. It may have been a bullet point in a PowerPoint presentation or uttered by someone trying to sell a client or company on the value of their services. But there’s a fundamental problem with stating that your goal is to “create a good user experience.” It’s not specific, directly measurable, actionable, relevant or trackable. Thus, it will create disagreement and disorganization, sending many projects into chaos. However, we can avoid this by using S.M.A.R.T. goal-setting criteria when defining user and business goals.”
Or how old skool insights can be revived.