In order to craft a plan for how to get somewhere, requires a fundamental knowledge of where you are going and the purpose behind the journey. A user-centred vision or a mission statement is essential to be seamlessly integrated into the overarching strategy.

Once you know where you’re going and why, you need a way to measure progress. Goals, along with metrics and key performance indicators (KPIs), should directly connect UX improvements with business goals.

Each goal requires a plan, and each goal can be broken down into various objectives. These objectives outline the specific actions or steps to be taken over time in order to achieve the goal. They might address identified issues in the user experience, explore new ideas and opportunities, or involve additional user research and knowledge acquisition.