User Journey Mapping

Despite the increasing availability of website data and the best intentions, many companies continue to offer a poor User Experience for their customers by functioning with an internal focus. Plotting out a user’s journey through a User Journey Map, highlights key opportunities for improving the relationship between the users and the brand.

Banner image that represents user journey mapping

What is a User Journey Map?

A User Journey map is a diagram or illustration of the overall story or experience from an individual users perspective of their relationship with a product or service. They are most often used as part of both UX research and UX design stages, either understanding a current user journey or mapping a new user journey. They are a great tool for focusing on the longer term relationships with customers, building on a user’s perception, consistency and trust.

The benefits

  • Look at the wider journey outside of the website journey itself
  • Illustrate complex interactions between people and brands in understandable diagrams
  • Begin to map, plan and edit content to guide users through the User Journey
  • Find sticking points and difficulties where user’s may struggle
  • User journey mapping works best if it’s based on actual user research and it’s best used in the research and strategy phase of a project. A detailed User Journey Map should include user interaction, 3rd party systems, and non-customers who are critical to the user completing their journey. Without them you risk annoying customers, leaving them confused and lost which ultimately affects your bottom line.

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