The business process, or defining your use case

Before starting the technical implementation, you need to clearly define your use case. What problem are you trying to solve? For example, your marketing experts might struggle with writing great marketing copy, or you might spend too much money on product photography. You have many different frameworks for defining your business process. The Google favorite is critical user journeys. [1] In this framework, which was popularized by the YouTube product management team, we try not to identify every step our users might take but focus on the critical path that lies between our users and their business goals.

We begin by defining the goals of our users. For example, our user might want to create compelling marketing copy to impress their customers. The best goals are clearly defined and measurable. So, we don’t just want to create compelling marketing copy – we want to do it instantly, and with a tangible impact on click...