Goals in Digital Development: How to Launch a Digital Product Without Failure

The Client Knows What They Want, but That’s Not Enough

When clients approach a development team, they’ve often already put significant thought into their vision. They have a clear mental image of the final product, and sometimes even clear goals and success metrics. These ideas typically translate into functional requirements, such as:

"The product should include a supplier account with X and Y capabilities."

"We need an app where users can apply for banking products."

At first glance, this "shopping list" of features might suggest the client has everything figured out, leading the development team to take the requirements at face value. So the team might follow these requirements literally. After all, isn’t the client the expert in their own business?

However, if the development team doesn’t engage in deeper discussions about these requests, their role risks being reduced to mere task execution: "Build what you’re told, exactly as specified." In such cases, the team becomes a group of passive performers rather than strategic partners. As a result, a product is created that "works according to the technical specifications," but does not necessarily help the business.

A truly high-performing development team doesn’t just complete tasks — it works to achieve product goals. To foster this mindset, we immerse the team in the product’s strategic vision from day one. By understanding the bigger picture and the hypotheses behind decisions, they don’t just build features — they generate ideas for improving the product. This is what separates a team of implementers from a team of creators.

Why Goals Matter More Than Feature Lists

Focus on the result, not on the tasks

Consider a banking service project. You could instruct the team: “Build a loan calculator.” Or, you could frame the goal: “Double the completion rate of application forms.”

The first approach limits the team to checking boxes, delivering a functional but uninspired solution. The second empowers them to ask critical questions: Should the calculator be embedded earlier in the user journey? Could automated pre-filling boost conversions? Suddenly, the team isn’t just coding; they’re problem-solving. The difference in engagement and impact is monumental.

Priorities are determined by goals

In every development cycle, there comes a point when it becomes clear: not everything will be completed on time. Without clear goals, tasks risk becoming arbitrary or worse, irrelevant. Chaos begins: what to postpone, and what to do right now? Someone decides this based on intuition, but this is poor validation. Goals and metrics are necessary to identify what truly matters. Without objective criteria, decisions default to gut feelings or competing opinions. Stakeholders push for their "must-have" features, but without alignment, "must-have" means different things to everyone.

Formalized goals change the game. They act as a filter, separating what truly drives success from what’s merely noise. It is easier to decide which tasks are critical for achieving success and which can be postponed or removed altogether.

Shared Goals = Shared Responsibility

When teams work without clear goals, responsibility falls solely on the client. The client dictates requirements; developers merely execute. But when goals are explicit and understood, the dynamic shifts. The team transitions from passive implementers to active partners. They propose solutions and challenge assumptions — because they’re invested in outcomes, not just deliverables. Responsibility for success is shared, and this is the key to a strong and motivated team and, subsequently, a successful product.

From Feature Requests to Strategic Goals

The foundation of effective goal-setting lies in the SMART framework – a goal should be Specific, Measurable, Achievable, Relevant, and Time-bound. SMART goals aren't always attainable. So, let's examine how vague requests can be reframed into actionable, results-driven goals.

Example 1.

Banking: From Basic Functionality to Active Engagement

Product: Mobile banking application

Client Request: "We need an app for users to manage accounts and loans."

Result: A typical “shopping list”. The dev team builds what was asked, but months later, analytics show: the app isn’t driving growth.

Goal-Driven Alternative: Increase the share of active users by 20% within six months.

With this clarity, the team prioritizes:

• Intuitive UI/UX design
• Automated payment reminders
• Reward systems (e.g., cashback for app usage)

Example 2.

Education: Completion Rates Over Feature Checklists

Product: Online learning platform

Client Request: "Build a platform with video lessons, tests, and certificates."

Result: Platform built as requested, but most learners drop out halfway.

Goal-Driven Solution: Achieve a 70% course completion rate.

This shifts focus to:

• Gamification elements (badges, progress tracking)
• Personalized email nudges
• Interactive support features

Example 3.

E-Commerce: Converting Browsers to Buyers

Product: Online store

Client Request: "Implement filters, shopping cart, and checkout."

Result: Requirements are met, but traffic doesn’t translate into sales.

Goal-Driven Approach: Boost conversion rates by 15%.

The team focuses on:

• User journey optimization
• Smart product recommendations
• Streamlined checkout process

How to Set Effective Goals: Tools and Frameworks 

Understanding why goals matter is just the beginning. Now let's explore how to craft them effectively using these proven tools:

Problem Understanding (PU) Framework

This is a basic but crucial tool. Helps clarify the roots of client requests and align on expectations before jumping to solutions:

• Clarifying the origin of their vision
• Identifying core needs behind feature requests
• Establishing common ground before proposing solutions

Impact Mapping

This tool links business goals and product functions. It helps to highlight which tasks are really important for achieving goals and which can be postponed. The influence map works great when the client already has a general understanding of what needs to be done.

Pro tip: Use it to identify priorities, spot redundancies, and avoid “solution jumping” (building before understanding).

Hypothesis Mapping

For ambiguous or innovative projects. Helps teams explore what users might need, test assumptions, and tie features to real value.

When direction is unclear, this approach:

• Structures assumptions about user needs
• Validates ideas through measurable experiments
• Shifts focus from features to real user value

Unlike impact mapping (business-focused), hypothesis mapping centers on user experience validation.

The Goal-Setting Playbook

Follow this step-by-step approach:

1. Anchor to Business Objectives

Identify the main business goal: revenue growth, customer retention, market expansion.

2. Quantify Success

Break broad objectives into KPIs. For example:

"Increase premium conversions by 30%"

"Reduce churn to under 5% monthly"

3. Build Your Impact Map

Link metrics to tasks via an impact map.

4. Generate Solutions 

Use a hypothesis map to find creative solutions:

• Test innovative approaches
• Validate with user feedback
• Iterate based on data

Remember: Goals aren't static. Revisit and refine them as you gather insights from real user behavior and market response.