Journey Studio

Customer User Journeys

Here you can learn about Customer User Journeys and why they are important.

What is a Customer User Journey?

A Customer User Journey is a set of steps a user takes to accomplish a a high level goal. A well-written CUJ has four components. It's designed to help you focus on who the user is and what it takes for them to be successful at their job.

The 4 components of a CUJ

Job to be Done

is a theory of innovation that is based on the economic principle that people buy products and services to get “jobs” done, i.e., to help them accomplish tasks, achieve goals and objectives, resolve and avoid problems, and to make progress in their lives.

User Persona/Role

Who is the user trying to complete the CUJ? User personas or profiles are great ways of matching CUJs with user roles.

Goal

What the user ultimately wants to accomplish to fulfill a higher level need. This is not time bound and can happen across products.

Task

A specific step to completing the "goal." Often times they are shorter in duration and have a clear end state. Think of things that are easily checked off a to-do list.

Context

Important factors of the situation that might influence how they complete the CUJ. Common things to note are the device in use (laptop vs. tablet vs. mobile) and environmental factors (noisy vs. quiet place, Internet vs. no Internet, etc.)

Why do we need Customer User Journeys?

Companies that scale or have many users it becomes harder to stay focused on what matters most. Over the past years, as teams invested in user centric methods, we refined the best practices, applying lessons learned along the way. CUJs are our way of making sure we're always learning from users. We should prioritize what matters most to people, then dream up new, interesting ways of helping users. CUJs can help you do this. CUJs can help keep your product magical.

Customer User Journey Framework

Job to be Done

Title: Customer engagement

Goal

Title: I want to connect with my customers

Persona

User whom are we solving for

Tasks and context

Task Goal

Task Activities

Challenges

Empathy rating