What exactly is user journey mapping? Well, it’s an important part of the UX design process that helps you visualize your customers’ interactions with your product or service from start to finish, as well as identify any potential problems or pain points along the way. Plus, mapping out your user journeys can help give you insight into new features that could be added to your existing product or service in order to increase user engagement and improve the overall customer experience, which may result in better sales, repeat customers, and other measurable benefits to your business down the road.
What is user journey mapping?
Often associated with UX designers, user journey mapping involves documenting a product or business through various phases. A primary benefit of user journey mapping is learning how to develop an intuitive product by considering what steps consumers go through to accomplish their goals. In addition, user journey mapping allows users to recognize which parts of your business are not easily accessible or are difficult to find.
What is user journey mapping NOT, or in other words, what’s the dark side of user journey mapping
While user journey mapping can help you identify what’s great about your customers’ experiences, it can also shine a light on potential problems that could cause your users to have a negative experience. If you were designing something from scratch, a process like user journey mapping would be essential.
An example from Google Analytics showing user journeys mapped out
In Google Analytics, you can see a visualization of your users’ pathways through your website. This feature is helpful in identifying high-traffic landing pages but can also help you understand your marketing campaigns by showing you where most people are finding out about them. This feature helps identify overall traffic patterns as well as trends on specific landing pages.
So why does it matter if you use user journey mapping?
When you’re trying to create an experience that works for your customers, you need to look at your business through their eyes. You can do that by mapping out what they see on every step of their journey with your product or service—and finding ways to make it easier and better. user journey mapping helps us identify choke points in our existing customer journeys, so we can improve them; it also helps us create new products or services.
Final thoughts about user journey mapping
UI/UX design is a critical component to today’s products. It shapes how your audience interacts with your product, and—in doing so—defines success or failure. When crafting product experiences that are both useful and delightful, it’s important to remember that users don’t know what they want; they know what they like. That’s why user journey mapping can be an invaluable tool for defining, designing, and refining your product experience. By taking a holistic view of your target customer’s journey through your product, you can create more efficient flows for them as well as understand what aspects of their experience you should prioritize when implementing new features.
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