🎙️ Pod Shots

This week we’re back covering Mind The Product with an episode with Javier Vargas, UX director at Google, recorded live at the Mind the Product Roadshow in Berlin. Javier discusses critical user journeys, how to measure them and integrating them into product management along with his extensive experience in the world of products and design.

⚒️ Measuring critical user journeys

Mind The Product

🎧️ Listen to the full episode here

📆 Published: July 11th, 2024

🕒 Estimated Reading Time: 2 minutes. Time saved: 27 minutes🔥

👋 Introduction to Critical User Journeys

Background

Critical User Journeys (CUJs) were developed at Google nearly a decade ago. They emerged from a need to improve user experiences when UX was still nascent at the company. A famous anecdote that sparked this movement involved Larry Page struggling to help a friend set up an Android phone, highlighting the complexity of basic user tasks.

What Are CUJs?

CUJs focus on identifying and measuring the key goals and tasks that users aim to accomplish with a product. They provide a framework for ensuring that user needs are at the forefront of product development and decision-making.

Key Takeaways for Founders and Product Managers:

  • Define and Prioritise: Understand what tasks are critical for users and align your product development to enhance these experiences.

  • Stay User-Centric: Keep the user's goals and motivations at the heart of your product strategies.

  • Consistency Across Teams: Ensure all teams are aligned in their understanding and use of CUJs.

🎯 Defining Goals and Tasks

Setting Effective Goals

A critical user journey's goal should reflect what the user aims to achieve, not just the features they want to use. For instance, with Google Photos, the goal could be "to share memories with family and friends," rather than simply using the "share" feature.

Measuring Success

  • Qualitative and Quantitative Methods: Use both types of research to measure user satisfaction with achieving their goals. Surveys can help assess user satisfaction, while task completion rates can be tracked via logs or observed through qualitative methods.

Key Takeaways for Founders and Product Managers:

  • Clarify User Goals: Ensure goals are broad enough to capture the user's true motivations but specific enough to be actionable.

  • Measure Holistically: Use a combination of qualitative and quantitative data to get a complete picture of user success.

  • Iterate Based on Feedback: Continuously refine goals and tasks based on user feedback and research findings.

🧩 The Role of Tasks in CUJs

Breaking Down Tasks

Tasks are the specific actions users take to achieve their goals. For example, to "share a photo," tasks might include finding the photo, selecting the share option, and choosing a sharing method.

Evaluating Task Efficiency

  • Flow Analysis: Analyse user flows to identify optimal paths and deviations. Understand why users might abandon tasks or choose alternative paths.

  • Benchmarking and Logs: Use these tools to observe and measure how users complete tasks and where they encounter difficulties.

Key Takeaways for Founders and Product Managers:

  • Detail Task Steps: Break down tasks into actionable steps that can be measured and optimised.

  • Monitor User Behaviour: Regularly review how users interact with your product to identify pain points and areas for improvement.

  • Optimise Task Flows: Strive to make task completion as seamless as possible.

🔄 Integrating CUJs into Product Development

CUJs and OKRs

CUJs can be seamlessly integrated with Objectives and Key Results (OKRs). They provide a user-focused perspective, ensuring that OKRs are not just business-driven but also aligned with improving user experiences.

Continuous Use in Development

CUJs should be used throughout the entire product lifecycle, from prioritisation to launch and beyond. They help teams focus on what matters most to users and align efforts accordingly.

Key Takeaways for Founders and Product Managers:

  • Align CUJs with OKRs: Use CUJs to ensure your OKRs reflect user-centred objectives.

  • Embed in Daily Routines: Make CUJs a regular part of team discussions, planning, and reviews.

  • Holistic Success Metrics: Measure success by looking at both user satisfaction and task completion rates.

🤝 Ensuring Cross-Functional Ownership

Shared Responsibility

For CUJs to succeed, they must be owned and used by the entire team, not just UX. This ensures that the user perspective is integrated into every aspect of product development.

Promoting Organisational Buy-In

Executives should emphasise the importance of CUJs by incorporating them into business reviews and strategy discussions, creating accountability and driving focus on user experience.

Key Takeaways for Founders and Product Managers:

  • Cross-Functional Collaboration: Engage all team members in defining and measuring CUJs.

  • Leadership Support: Gain executive support to ensure CUJs are prioritised and used effectively.

  • Team Accountability: Make CUJs a shared responsibility, encouraging input and collaboration from all functions.

📈 Practical Tips for Implementation

Starting with CUJs

To effectively implement CUJs, start by conducting cross-functional workshops to define and agree on the most critical user journeys. Use user insights and data to inform your CUJs.

Avoiding Common Pitfalls

One common mistake is treating CUJs as a UX-only project. Ensure CUJs are developed and implemented with input from all relevant teams, fostering a sense of ownership and shared purpose.

Key Takeaways for Founders and Product Managers:

  • Collaborative Definition: Involve all relevant teams in the CUJ definition process.

  • Avoid Silos: Ensure CUJs are integrated across all stages of product development.

  • Iterate and Improve: Regularly revisit and refine CUJs based on user feedback and changing needs.

🎤 Conclusion

Implementing and measuring Critical User Journeys can transform your product development process, ensuring that user needs are at the forefront. By integrating CUJs into your workflow, you create a user-centred culture that prioritises satisfaction and success.

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📅Timestamps:

  • 00:01:43 - Javier's Role and Background at Google

  • 00:02:36 - Transition from Psychology to UX Research

  • 00:03:33 - Challenges in Prioritisation

  • 00:04:48 - Integrating User Research into Product Development

  • 00:05:30 - Introduction to Critical User Journeys (CUJs)

  • 00:06:46 - Origin of CUJs at Google

  • 00:07:30 - Components of CUJs: Goals and Tasks

  • 00:08:34 - Defining User Goals

  • 00:09:57 - Measuring Goals and Tasks

  • 00:11:11 - Using Logs and Qualitative Methods for Measurement

  • 00:12:36 - Pendo Advertisement

  • 00:12:58 - Number of Goals and Tasks in CUJs

  • 00:14:00 - Writing Effective Tasks

  • 00:15:04 - CUJs vs. OKRs

  • 00:16:08 - User Definition in CUJs

  • 00:17:22 - CUJs in B2B Products

  • 00:18:04 - Keeping CUJs Front of Mind

  • 00:19:06 - Integrating CUJs into Product Development Lifecycle

  • 00:20:20 - Measuring Success in CUJs

  • 00:21:02 - Ownership of CUJs

  • 00:22:04 - Organizational vs. Team Level Ownership

  • 00:22:58 - Starting with CUJs: Best Practices