Goals are usually stated as questions and help to assess various aspects of interactive products.

1. Effectiveness — how well the product does what it is intended to do. "Is the product capable of allowing people to carry out their work efficiently?"
2. Efficiency — the way the product supports people carrying out their tasks. "How many steps are needed to perform a given task?"
3. Safety — protecting a person from dangerous conditions; preventing dangerous errors; boosting users' confidence. "What is the range of errors users can face? What are possible ways to recover?"
4. Utility — the extent to which the product provides the right kind of functionality
5. Learnability — how easy it is to learn to use the system. "Is it possible to learn to accomplish main tasks by just exploring the product on my own?"
6. Memorability — the ability to remember how the system works once learned. "What types of support does the product offer to help users remember how to use it?"
7. Satisfaction — how acceptable the product is once used. "What is the NPS? How does satisfaction change over time?"