Goals

Identifying clear goals will help choose the right metrics to help you measure progress.

You may not realize that different members of your team have different ideas about the goals of your project. This process provides an opportunity to build consensus about where you're headed.

A common pitfall is to define your goals in terms of your existing metrics - "well, our goal is to increase traffic to our site."

Yes, everyone wants to do that, but how will the user experience help? Are you interested in increasing the engagement of existing users or in attracting new users?