Powering Inclusive User Journeys with AI/ML
How you can elevate your user journey creation to design for all users
The post introduces the concept of Critical User Journeys (CUJs) as essential narratives that outline key interactions and experiences users have with a product or service. Whether called Jobs to Be Done, User Flows, or User Journeys, these narratives focus on pivotal moments in a user's interaction, aiding designers and developers in understanding user needs, motivations, and pain points. Systematizing these journeys involves using the dimensions of identity—a set of visible or hidden attributes defining how individuals think and interact with others.
In a previous post, I talked about scaling user journeys by using genAI to write with a permanent or inclusive user journey lens. This week, I wanted to share another method of scaling user journeys using the dimensions of identity or intersecting identities. 1
In this post I talk about:
Designing for
product inclusion & equityeveryoneSystematizing critical user journeys (with Dimensions of Identity)
Overview of critical users journeys - manual vs. AI-powered
Closing thoughts
Designing for everyone
Product inclusion and equity is the ongoing work of building belonging through our products, by designing for the most marginalized voices at every phase of product creation.
“Product inclusion and equity is the ongoing work of building belonging through our products, by centering the most marginalized voices at every phase of product creation” — Google Product Inclusion & Equity
‘Marginalized’ might actually be your core users:
1/7: Nearly 1 in 7 people, or 15% of the world's population, have a disability
1/5: People older than 50 by 2050*
700m: By 2050, there could be over 700 million people with disabling hearing loss
Systematize critical user journeys
First, let’s take the dimensions of identity, which are a set of visible or hidden identities which define who we are, how we think and interact with others.
As a low vision user, I am able to complete device set-up in under 30 seconds
As a Spanish speaking user…
As a non tech savvy user…
When documenting user journeys manually, the likelihood of unintentionally excluding certain users or features increases over time. Sometimes, users or features will fall through the cracks, which can lead to embarrassing news headlines or having to roll back a release.
What is a critical user journey?
As a user type I want to goal so I can task
Critical User Journeys (CUJs) are essential narratives that outline the key interactions and experiences a user has with a product or service. These are sometimes called Jobs to Be Done, User Flows or User Journeys. These journeys are critical because they focus on pivotal moments in a user's interaction, helping designers and developers understand the user's needs, motivations, and pain points. By mapping out these journeys, teams can identify areas for improvement, enhance user satisfaction, and ensure that the product aligns seamlessly with diverse user personas. CUJs often highlight specific scenarios, user goals, and the steps involved, providing valuable insights into the overall user experience and helping teams make informed decisions to create more user-centric and inclusive designs.
For this exercise, we are going to use the hypothetical Pawpaw app, a dogwalking app service.
What is a critical user journey?
As a dog owner, I want to use the Pawpaw app to find people near me to walk my dog by searching nearbyTaking the Dimensions of Identity below, write 10 different examples per identity (with 1 word answers)
Accessibility / Disability
Age
Culture
Gender
Geography / Locale / Place
Education / Literacy
Experience / Seniority / Technical Proficiency
Language + Localization
Physical Attributes
Religion
Sexual Orientation
Socioeconomic Status
…this will output a list which we will use in the next exercise
Prompt: Using this hypothetical product: Pawpaw is a dog walking mobile app is a two-sided marketplace that connects dog owners with professional dog walkers. The app provides a convenient and efficient way for busy dog owners to ensure their furry friends get the exercise and attention they need, even when their owners are unable to provide it themselves.
Step 2:
Prompt: Using the above product for reference, rewrite this critical user journey (CUJs) and write additional CUJs for each dimension:
"As a [blind] dog owner, I want to use the Pawpaw app to find people near me to walk my dog while I’m at work so I use the Pawpaw app to search for available dog walkers nearby.”
Replace [blind] with the following dimensions of identity:
Blind, deaf or hard of hearing, physically disabled, neurodivergent, non-verbal…Better prompt:
As I mentioned in a previous post, a better prompt structure includes more details about the product, users and features.
Pawpaw is a dog walking mobile app that connects dog owners with professional dog walkers. It is a two-sided marketplace, meaning that it benefits both dog owners and dog walkers.
For dog owners, Pawpaw is a convenient and efficient way to find and book dog walkers. They can create a profile for their dog, including their breed, size, and temperament. They can also specify their needs, such as how long they need the dog walker to walk their dog and whether they have any special requests. Pawpaw will then show them a list of available dog walkers in their area. Dog owners can read reviews of dog walkers and compare their prices before booking.
For dog walkers, Pawpaw is a great way to find new clients. They can create a profile that includes their experience, availability, and rates. They can also specify the types of dogs they are comfortable walking. When a dog owner books a dog walker through Pawpaw, the dog walker receives a notification. They can accept or decline the booking request.
Pawpaw also offers a number of features that make it a great choice for both dog owners and dog walkers. These features include:
GPS tracking: Dog owners can track their dog's walk in real time using the GPS tracking feature.
Live updates: Dog owners receive live updates about their dog's walk, including photos and videos.
Secure payments: Payments are processed securely through the app.
Insurance: Both dog owners and dog walkers are covered by insurance.
Pawpaw is a convenient, efficient, and affordable way to find and book dog walking services. It is a great option for both busy dog owners and professional dog walkers
Repeat with another dimension of identityWhat do you do with this information?
With potentially hundreds of users journeys, you can take this information and narrow this list to the top 5 categories prioritized by business metrics, user type, user goals.
Closing thoughts and a challenge
In the realm of user experience design, the journey toward product inclusion and equity is an ongoing commitment to building digital spaces that resonate with the diverse voices and identities that make up our global community. As we navigate the landscape of Critical User Journeys (CUJs) through the lens of dimensions of identity, we allow for the transformative power of inclusivity in shaping products that truly serve everyone. The systematic approach of using genAI tools to weave these dimensions into the design process from the beginning not only enhances accessibility but also fosters a sense of belonging for users across various spectrums of diversity.
In the spirit of Google's Product Inclusion & Equity initiative, the most marginalized voices are often at the core of our user groups, giving us the opportunity to push for more innovation and progress. By embracing these voices and centering them in our design thinking, we not only create better products but contribute to a more equitable and inclusive digital future.
Written with assistance from genAI tools (Bard and ChatGPT