Goal
In product discovery, goal is used in two primary ways: to refer to what a product team is trying to achieve, and to refer to customer goals that teams need to understand through interviews.
How are team goals used in product discovery?
When referring to what teams should achieve, the term has largely evolved to "outcome" in modern product practice. Teams often start with vague goals like "make the user experience better," but they need to translate these into measurable outcomes with quantitative metrics.
This shift reflects the need for clear, measurable targets that can guide decision-making and experimentation. Without a quantitative measure, teams can't know if they're making progress.
What are customer goals in product discovery?
In customer interviews, goals refer to what customers are trying to accomplish. Understanding customer goals—alongside their needs and context—helps teams discover opportunities.
By learning about customer goals through story-based interviewing, teams can identify unmet needs and pain points that, if addressed, might drive the team's desired outcomes.
Learn more: Drop Feature-Based Product Roadmaps
Related terms:
- Desired Outcome
- Opportunity
- Interviewing
- Continuous Discovery
Last Updated: October 25, 2025