Gerry McGovern’s article “What Really Matters: Focusing on Top Tasks” explores how prioritizing a small set of key customer tasks can improve user experience and simplify digital platforms. He introduces the Top Tasks Management model, which involves identifying and refining a limited number of essential tasks that are most relevant to users. This approach helps organizations focus their digital efforts on what matters most, while deprioritizing secondary or less impactful tasks.
The article outlines a process for implementing this model, starting with gathering potential customer tasks from various data sources, including feedback, analytics, and industry research. These tasks are then refined with stakeholder input before being ranked through customer voting. The final ranked list guides decision-making, ensuring that digital content and interfaces are structured around the most critical user needs. McGovern presents this as a structured method for improving usability and efficiency in digital experiences.
