Measuring Customer Effort with Top Tasks

Being customer-centric, Gerry McGovern argues, comes down to reducing the time and effort people need to complete their top tasks: the small number of tasks that matter most to them.

In this talk from UX Brighton 2017, McGovern presents Top Tasks Management, a model that lets teams prove they are optimising the customer experience. Rather than focusing on what the organisation wants to say or sell, it measures the customer’s own activity: how quickly and reliably people can do what they came to do.

The talk is useful for UX designers, content teams and product managers who need evidence that their changes make a site or service easier to use, and a way to prioritise work around real user tasks.