The mysterious outcomes - uncovered.
First, what is an outcome?
It is often mixed up with output. Think outcomes, not outputs, is the most common phrase heard on this topic.
The descriptions you will find on the internet discuss the outcomes of a product or the impact of its use.
While this may be enough for some to grasp what an outcome is, for me, I needed a better explanation.
After many hours of research, I have come to a conclusive definition for an outcome.
An outcome is a benefit a user receives after using the product. For example, the outcome of driving a car is getting to work. The outcome of using Gmail is quick communication with friends and family.
But, as I thought about outcomes, I realized that not all outcomes are created equal. There are actually three categories we can organize outcomes into.
Functional Outcomes
A functional outcome is a direct benefit a person receives after using your product.
For example (Action → Outcome):
- Driving the car → Getting to work.
- Putting items in the shopping cart → Keeping track of things the user wants to buy.
- Searching Google → Finding the information.
Experiential Outcomes
An experiential outcome is an indirect benefit a person experiences after using your product.
For example (Action → Outcome):
- Driving the car → Getting to work faster and avoiding crowds.
- Items in shopping cart → Being able to buy everything at once.
- Searching Google → Learning in the comfort of your own home.
Symbolic Outcomes
A symbolic outcome is a benefit a person receives as a result of others seeing them using your product.
For example (Action → Outcome):
- Driving a Tesla → Being seen as someone who cares about the environment.
- Items in shopping cart → Others seeing you with the latest and greatest fashion.
- Searching Google → Knowledgeable in your area of interest.
Breaking down outcomes into these three categories can help you identify new features and products that you could build to satisfy your user’s needs and solve their problems.