The art of user journey mapping

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Let me kick-off by saying: ‘designing a website and getting a website to perform are two different things’.

To many, producing a website that ‘looks nice’ is the main purpose. I’d argue that ‘looking nice’ is an element of the process. But not the only factor in your website’s success.

Still with me? Good. So today’s post is all about that process: taking website performance up a notch by user journey mapping.

 

How can your website motivate users to complete tasks?

Take e-commerce, for example. A user of a fashion retail website might want to:

  1. Research a product
  2. Send details to a friend
  3. Purchase the product

These different tasks, or ‘journeys’, don’t happen all at once. But each one has an impact on the user. So if the user can’t research with ease, then what will motivate them to buy products at the end of their journey?

Every outcome of every action has to be considered – and this takes some serious planning.

 

Walk a mile in your users’ shoes

Insightful UX team journey mapping

This process is often called ‘customer journey mapping’. In other ways, stepping through the customers (or users) journey from start (which may be offline with a leaflet or a phone call) to finish. There’s a lot of science behind understanding the user’s mindset as they go through these journeys.

But don’t worry, you can put away the lab coat and do this yourself. It can be a fun exercise because when you walk in someone else’s shoes, you’ll spot a new batch of problems and opportunities. Tasks you yourself assumed were easy to perform are not for a brand new user.

So, the next time you are about to update your website, don’t just think about the look. Take some time to map out what tasks you want users to achieve. When you get both working in harmony, your site will be more useful and engaging to your user.

 

To conclude

By re-shaping customer journeys, I think you’ll see improved web performance. Remember, don’t just do this once and forget about it. Your user habits change over time and there’s always room for improvement.

So stay on top of this and run the exercise every few weeks or months. Get other people in your business to do the same. Better still, get your customers to feedback on it.

You can also measure site performance more scientifically by using Google Analytics. This tool measures how your site is actually being used. More about that process later but if you can’t wait ’till then, contact us to find out more now.

Until the next time, good luck!

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