The first field is completed with the outcome you’ve determined is your measure of success. This is the business outcome you’d like to achieve. The second field describes exactly which of your target users you believe you should focus on first. The third field speaks to the end goal, benefit, or the emotional state those customers will get if we design and implement our feature well. The final field speaks to the way we believe we should improve our product or the new features we’d like to build.
