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User Journey

Understanding the user journey

A Beginner’s Guide to User Journeys: Understanding Every Step.

Embarking on the journey of creating seamless digital experiences? Welcome! Let’s unravel the magic behind user journeys—a roadmap that guides users from the first hello to mission accomplished.

1. What is a User Journey?

Imagine using an app or a website. Your journey begins the moment you discover it, and it continues until you achieve your goal. A user journey is like a story with different chapters, and each chapter is a step you take.

2. Discovery Phase: Where It All Begins

How do users find a product?
Let’s say you’re planning a trip. You might discover a travel app through a friend’s recommendation, a Google search, or maybe an ad on social media. Each discovery method is like finding a different path to the same adventure.

Example: Jane discovers a recipe app through a friend’s suggestion. She realizes it’s just what she needs to simplify her cooking routine.

3. Entry Points: Opening the Door

Where and how do users enter a website or app?
Think of it as entering a house through different doors. If you’re shopping online, your entry points could be the homepage, a specific product page, or maybe a link from an email.

Example: Mark enters an e-commerce site through an email link that offers a special discount on a product he’s been eyeing.

4. First Impressions: Making a Good Start

What are users’ initial thoughts and feelings?
First impressions are like meeting someone for the first time. When you download an app, the initial screens, colors, and messages shape your feelings about it.

Example: Sarah downloads a fitness app. The friendly onboarding screens make her feel excited and motivated to start her fitness journey.

5. Task Flow: Navigating the Roadmap

What tasks do users want to accomplish?
Imagine using a to-do list app. Your tasks might include adding new items, checking off completed tasks, and maybe setting reminders. The app’s job is to make these tasks easy and intuitive.

Example: Tom uses a task management app to organize his work. He easily adds new tasks, assigns them to colleagues, and tracks their progress.

6. Pain Points: Where Things Get Tricky

Where do users face difficulties?
Pain points are like road bumps. They can be anything from a complicated checkout process on an online store to a confusing form on a website.

Example: Emma tries to subscribe to a newsletter but finds the form too long and confusing, leading to frustration.

7. Touchpoints and Channels: Multiple Stops on the Journey

Where do users interact with the product?
Imagine a journey with stops at different stations. In the digital world, these stations are touchpoints—like using a mobile app, visiting a website, or contacting customer support.

Example: Alex interacts with a brand through their website, mobile app, and social media, creating a seamless experience.

8. Emotional Journey: Stirring Feelings

What emotions do users experience?
Design isn’t just about looks; it’s about feelings. A meditation app, for example, aims to make users feel calm and relaxed.

Example: Jake uses a meditation app with soothing visuals and sounds, creating a peaceful emotional experience.

9. Decision-Making Process: Choosing the Right Path

What influences users’ decisions?
When shopping online, users make decisions based on product information, reviews, and a straightforward checkout process.

Example: Lisa decides to purchase a gadget after reading positive reviews, clear product details, and a hassle-free checkout experience.

10. Post-Interaction Phase: What Happens Next?

What happens after users complete their tasks?
The journey doesn’t end when you click ‘Submit’ or ‘Buy.’ You might receive a confirmation email or suggestions for what to do next.

Example: After booking a flight, Michael receives a confirmation email with his itinerary and suggestions for local activities.

Conclusion: Navigating the UX Landscape

Understanding the user journey is like holding a compass to create digital experiences that users love. Every tap, click, and interaction shapes the user’s story. So, let’s embrace the journey, learn from each step, and continue crafting experiences that users enjoy.

Reference Links for Further Exploration:

  1. Nielsen Norman Group – Usability 101
  2. UX Design Institute – The Basics of User Experience Design
  3. Smashing Magazine – A Comprehensive Guide To User Experience (UX) Research