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Critical User Journeys (CUJ) focus on functional needs, such as whether users have enough information to accomplish a goal.
“I want to know how much I'm going to have to pay.”
Experience Outcomes (XO) focus on emotional needs (e.g. trust) and whether users feel like their needs are met.
“I trust this company will charge me the right amount.”
Traditionally, User Journeys have been used to create empathy and inform design. Assigning priority and identifying which user journeys are most critical turns User Journeys into a prioritization tool. In the same vein, User Experience Maps have traditionally been used to visualize a User Journey, highlighting the progression of emotions as a way to create empathy with product teams. Measuring the fulfillment of emotional needs turns qualitative insight regarding users’ emotions into a success metric for a product. In investigating the value of considering customers’ emotions, Magids et. al found that fully emotionally connected customers are 52% more valuable than those who are just highly satisfied .
In addition, many metrics-driven companies can have difficulty interpreting qualitative insights. Morris et. al conducted foundational research to understand what mattered most to their customers. The team then developed Customer Experience Outcomes (CXOs) derived from user needs and success criteria. These were later measured via survey feedback . This example conveys how investing in CUJs and CXOs can help increase user engagement and drive strategic decision-making. While instrumented quantitative metrics are great for knowing what customers are doing, CUJs and XOs help highlight why they’re doing it. Embedding user needs into how product teams make decisions ensures that teams focus on the biggest influence on their bottom line - what users care about. Through group activities and discussion, participants in this workshop will get first-hand experience on how to articulate and utilize Critical User Journeys and Experience Outcomes to bring this focus to their teams.
See workshop proposal for references.