Step 1: Look at what each letter is measuring.
In any lens problem we always need three distances or lengths, one that is a fixed property of the lens itself, one for where the object sits, and one for where the image forms.
Step 2: Match $f$ to the lens property.
$f$ does not change when we move the object around, it is fixed for a given lens, so it stands for the focal length.
Step 3: Match $u$ and $v$ using where they are measured from.
By convention, $u$ is measured to the object before refraction happens, so it is the object distance, and $v$ is measured to where the image actually forms after refraction, so it is the image distance.
Step 4: Confirm against the formula. \[ \frac{1}{f} = \frac{1}{v} - \frac{1}{u} \] with $f$ = focal length, $v$ = image distance, $u$ = object distance is exactly the standard convention.
\[ \boxed{f = \text{focal length},\ v = \text{image distance},\ u = \text{object distance}} \]