Characteristics of a Core Task

My definition of a core task is a task that a large number of end users would expect to be able to perform with a specific device, web page, or system.

A core task hence does not have to be a task that your users are already performing in your product. A core task can be a task that your users would like to perform, but where no solutions—or at least no adequate solutions—are yet available. A core task is hence any task that users expect to be able to perform with your product. It is important to emphasize that core tasks are defined by the users.

Here are some examples of wrong-headed thinking:

• When a company chooses to put stock information on its front page, it is in most cases not because a large number of users see viewing that information as a core task. It is more likely because the management sees it as the most important information to push to the users.
• When a web page initially wants to ask users 10 to 20 questions before proceeding to the actual content, it is most likely not because the users think it is essential.
• When a mobile device manufacturer chooses to force users to sign up for an account with its application store before even being able to make a phone call, it is not because the users see creating an account as a core task. It is more likely because the manufacturer wants to boost the amount of registered users on their application store.

However, when you choose to push irrelevant information and force users through tasks that they feel have no value, you will lose visitors to your web page, you will lose customers on your Internet store, you will get unsatisfied customers for your devices, and you will negatively impact the brand of your company.

Core Tasks Vary by Product

Core tasks are defined as the most desired functionalities of your web page, device, or system—in other words, the tasks that the end users would like to use in your product.

The core tasks will hence vary for different types of products, and here are few examples:

• A car key, such as in Figure 5-1, performs three core tasks: unlocking the doors, locking the doors, and starting the engine.

Figure 5-1. Car key

• For a TV remote control, you would probably see functions like powering on, powering off, and channel changing as core tasks. Also, adjusting volume and muting the TV would fall under core tasks. (Initial setting up of the TV channels is also a core task, even though it may be performed only one time).
• For a social community web page, core tasks may be changing your own status, seeing the status of your friends, inviting friends to events, sharing photos, and viewing photos.

Core Tasks Are Not Solutions

Core tasks are not solutions, features, or applications. They are tasks that the end user has a wish to accomplish. A core task is hence never a button, a menu, a touch screen, a Bluetooth chip, or a specific interaction flow. These things are merely solutions to help the user in solving a core task.

In the case of the remote control, you would hence not define the volume keys as a core task. The keys are nothing more than your specific solution to allow the users to accomplish core tasks (adjusting the volume, muting, etc.).

By seeing core tasks as what they are—tasks—you will realize how much innovation can be made around them.

Core Tasks Differ for Different Groups

Core tasks may vary depending on the individual user, or at least for different groups of target users. So for every new group of users that you choose to target, you will need to identify the core tasks again. And for every new target user group you will hence also need to look for new user experience innovations that are relevant to these users.

Core Tasks Link Back to User Needs

User needs often indirectly link back to the fundamental needs of human beings (food, safety, health, etc.), and hence these needs change slowly over time. User needs for a specific product are often defined as concrete wishes or desires, such as, “I need the product to provide safety for my family.” The underlying fundamental human need (in this case, safety) is often quite visible, even when applied to specific products.

Core tasks also link back to the fundamental human needs, but core tasks will change when new technologies or applications are added to a product and when the users have learned the new skills required to master the new technology or application.