user journey experience

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How to create an effective user journey map

No matter what you’re working on, the key to customer satisfaction and business growth is understanding your users. A user journey map helps you uncover pain points, explore the touchpoints from their perspective, and learn how to improve your product.

Imagine you just launched a new ecommerce platform. Shoppers fill their carts with products, but they abandon their carts before checkout. With a user journey map, you can pinpoint where the customer experience is going wrong, and how to enable more successful checkouts.

Read on to find out:

• What is a user journey map, and how it captures user flows and customer touchpoints
• Benefits of user journey mapping to refine UX design and reach business goals
• How to make user journey maps in five steps, using FigJam’s user journey map template

What is a user journey map?

Think about the path a user takes to explore your product or website. How would you design the best way to get there? User journey maps (or user experience maps) help team members and stakeholders align on user needs throughout the design process, starting with user research. As you trace users' steps through your user flows, notice: Where do users get lost, backtrack, or drop off?

User journey maps help you flag pain points and churn, so your team can see where the user experience may be confusing or frustrating for your audience. Then you can use your map to identify key customer touchpoints and find opportunities for optimization.

How to read a user journey map

Most user journey maps are flowcharts or grids showing the user experience from end to end. Consider this real-life journey map example of a freelancing app from Figma's design community. The journey starts with a buyer persona needing freelance services, and a freelancer looking for a gig. Ideally, the journey ends with service delivery and payment—but customer pain points could interrupt the flow.

Start your user journey map with FigJam

5 key user journey map phases.

Take a look at another Figma community user journey template , which uses a simple grid. Columns capture the five key stages of the user journey: awareness, consideration, decision, purchase, and retention (see below). Rows show customer experiences across these stages—their thoughts, feelings, and pain points. These experiences are rated as good, neutral, and bad.

To see how this works, consider a practical example. Suppose a new pet parent wants to learn how to train their puppy and discovers your dog-training app. Here's how you might map out the five key user journey stages:

• Awareness. The user sees a puppy-training video on social media with a link to your product website. They're intrigued—a positive experience.
• Consideration. The user visits your product website to preview your app. If they can't find a video preview easily, this could be a neutral or negative experience.
• Decision. The user clicks on a link to the app store and reads reviews of your app and compares it to others. They might think your app reviews are good, but your price is high—a negative or neutral experience.
• Purchase. The user buys your app and completes the onboarding process. If this process is smooth, it's a positive experience. If not, the customer experience could turn negative at this point.
• Retention. The user receives follow-up emails featuring premium puppy-training services or special offers. Depending on their perception of these emails, the experience can range from good (helpful support) to bad (too much spam).

2 types of user journey maps—and when to use them

User journey maps are helpful across the product design and development process, especially at two crucial moments: during product development and for UX troubleshooting. These scenarios call for different user journey maps: current-state and future-state.

Current-state user journey maps

A current-state user journey map shows existing customer interactions with your product. It gives you a snapshot of what's happening, and pinpoints how to enhance the user experience.

Take the puppy training app, for example. A current-state customer journey map might reveal that users are abandoning their shopping carts before making in-app purchases. Look at it from your customers' point of view: Maybe they aren't convinced their credit cards will be secure or the shipping address workflow takes too long. These pain points show where you might tweak functionality to boost user experience and build customer loyalty.

Future-state user journey maps

A future-state user journey map is like a vision board : it shows the ideal customer journey, supported by exceptional customer experiences. Sketch out your best guesses about user behavior on an ideal journey, then put them to the test with usability testing. Once you've identified your north star, you can explore new product or site features that will optimize user experience.

How to make a user journey map in 5 steps

To start user journey mapping, follow this step-by-step guide.

Step 1: Define user personas and goals.

Gather user research and data like demographics, psychographics, and shopping behavior to create detailed customer personas representing your target audience.  In your dog-training app example, one key demographic may be parents. What’s their goal? It isn't necessarily "hire a puppy trainer"—it could be "teach kids how to interact with a puppy."

Step 2: Identify customer touch points.

Locate the points along the user journey where the user encounters or interacts with your product. In the dog training app example, touchpoints might include social media videos, app website, app store category search (e.g., pets), app reviews, app store checkout, in-app onboarding, and app customer support.

Step 3: Visualize journey phases.

Create a visual representation of user journey phases across key touchpoints with user flow diagrams , flowcharts , or storyboards .

Step 4: Capture user actions and responses.

For each journey stage, capture the user story: at this juncture, what are they doing, thinking, and feeling ? This could be simple, such as: "Potential customer feels frustrated when the product image takes too long to load."

Step 5: Validate and iterate.

Finally, show your map to real users. Get honest feedback about what works and what doesn’t with user testing , website metrics , or surveys . To use the dog-training app example, you might ask users: Are they interested in subscribing to premium how-to video content by a professional dog trainer? Apply user feedback to refine your map and ensure it reflects customer needs.

Jumpstart your user journey map with FigJam

Lead your team's user journey mapping effort with FigJam, the online collaborative whiteboard for brainstorming, designing, and idea-sharing. Choose a user journey map template from Figma's design community as your guide. With Figma's drag-and-drop design features, you can quickly produce your own professional, presentation-ready user journey map.

Pro tip: Use a service blueprint template to capture behind-the-scenes processes that support the user journey, bridging the gap between user experience and service delivery.

Ready to improve UX with user journey mapping?

Customer Journey Maps: How to Create Really Good Ones [Examples + Template]

Updated: April 17, 2024

Published: May 04, 2023

Did you know 70% of online shoppers abandoned their carts in 2022? Why would someone spend time adding products to their cart just to fall off the customer journey map at the last second?

The thing is — understanding your customer base can be very challenging. Even when you think you’ve got a good read on them, the journey from awareness to purchase for each customer will always be unpredictable, at least to some level.

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While it isn’t possible to predict every experience with 100% accuracy, customer journey mapping is a convenient tool for keeping track of critical milestones that every customer hits. In this post, I’ll explain everything you need to know about customer journey mapping — what it is, how to create one, and best practices.

Table of Contents

What is the customer journey?

What is a customer journey map, benefits of customer journey mapping, customer journey stages.

• What’s included in a customer journey map?

The Customer Journey Mapping Process

Steps for creating a customer journey map.

• Types of Customer Journey Maps

Customer Journey Mapping Best Practices

• Customer Journey Design
• Customer Journey Map Examples

Free Customer Journey Map Templates

Free Customer Journey Template

Outline your company's customer journey and experience with these 7 free templates.

• Buyer's Journey Template
• Future State Template
• Day-in-the-Life Template

You're all set!

Click this link to access this resource at any time.

The customer journey is the series of interactions a customer has with a brand, product, or business as they become aware of a pain point and make a purchase decision. While the buyer’s journey refers to the general process of arriving at a purchase, the customer journey refers to a buyer's purchasing experience with a specific company or service.

Customer Journey vs. Buyer Journey

Many businesses that I’ve worked with were confused about the differences between the customer’s journey and the buyer’s journey. The buyer’s journey is the entire buying experience from pre-purchase to post-purchase. It covers the path from customer awareness to becoming a product or service user.

In other words, buyers don’t wake up and decide to buy on a whim. They go through a process of considering, evaluating, and purchasing a new product or service.

The customer journey refers to your brand’s place within the buyer’s journey. These are the customer touchpoints where you will meet your customers as they go through the stages of the buyer’s journey. When you create a customer journey map, you’re taking control of every touchpoint at every stage of the journey instead of leaving it up to chance.

For example, at HubSpot, our customer’s journey is divided into three stages — pre-purchase/sales, onboarding/migration, and normal use/renewal.

1. Use customer journey map templates.

Why make a customer journey map from scratch when you can use a template? Save yourself some time by downloading HubSpot’s free customer journey map templates .

This has templates that map out a buyer’s journey, a day in your customer’s life, lead nurturing, and more.

These templates can help sales, marketing, and customer support teams learn more about your company’s buyer persona. This will improve your product and customer experience.

2. Set clear objectives for the map.

Before you dive into your customer journey map, you need to ask yourself why you’re creating one in the first place.

What goals are you directing this map towards? Who is it for? What experience is it based upon?

If you don’t have one, I recommend creating a buyer persona . This persona is a fictitious customer with all the demographics and psychographics of your average customer. This persona reminds you to direct every aspect of your customer journey map toward the right audience.

3. Profile your personas and define their goals.

Next, you should conduct research. This is where it helps to have customer journey analytics ready.

Don’t have them? No worries. You can check out HubSpot’s Customer Journey Analytics tool to get started.

Questionnaires and user testing are great ways to obtain valuable customer feedback. The important thing is to only contact actual customers or prospects.

You want feedback from people interested in purchasing your products and services who have either interacted with your company or plan to do so.

Some examples of good questions to ask are:

• How did you hear about our company?
• What first attracted you to our website?
• What are the goals you want to achieve with our company? In other words, what problems are you trying to solve?
• How long have you/do you typically spend on our website?
• Have you ever made a purchase with us? If so, what was your deciding factor?
• Have you ever interacted with our website to make a purchase but decided not to? If so, what led you to this decision?
• On a scale of 1 to 10, how easily can you navigate our website?
• Did you ever require customer support? If so, how helpful was it, on a scale of 1 to 10?
• Can we further support you to make your process easier?

You can use this buyer persona tool to fill in the details you procure from customer feedback.

4. Highlight your target customer personas.

Once you’ve learned about the customer personas that interact with your business, I recommend narrowing your focus to one or two.

Remember, a customer journey map tracks the experience of a customer taking a particular path with your company. If you group too many personas into one journey, your map won’t accurately reflect that experience.

When creating your first map, it’s best to pick your most common customer persona and consider the route they would typically take when engaging with your business for the first time.

You can use a marketing dashboard to compare each and determine the best fit for your journey map. Don’t worry about the ones you leave out, as you can always go back and create a new map specific to those customer types.

5. List out all touchpoints.

Begin by listing the touchpoints on your website.

What is a touchpoint in a customer journey map?

A touchpoint in a customer journey map is an instance where your customer can form an opinion of your business. You can find touchpoints in places where your business comes in direct contact with a potential or existing customer.

For example, if I were to view a display ad, interact with an employee, reach a 404 error, or leave a Google review, all of those interactions would be considered a customer touchpoint.

Your brand exists beyond your website and marketing materials, so you must consider the different types of touchpoints in your customer journey map. These touchpoints can help uncover opportunities for improvement in the buying journey.

Based on your research, you should have a list of all the touchpoints your customers are currently using and the ones you believe they should be using if there’s no overlap.

This is essential in creating a customer journey map because it provides insight into your customers’ actions.

For instance, if they use fewer touchpoints than expected, does this mean they’re quickly getting turned away and leaving your site early? If they are using more than expected, does this mean your website is complicated and requires several steps to reach an end goal?

Whatever the case, understanding touchpoints help you understand the ease or difficulties of the customer journey.

Aside from your website, you must also look at how your customers might find you online. These channels might include:

• Social channels.
• Email marketing.
• Third-party review sites or mentions.

Run a quick Google search of your brand to see all the pages that mention you. Verify these by checking your Google Analytics to see where your traffic is coming from. Whittle your list down to those touchpoints that are the most common and will be most likely to see an action associated with it.

At HubSpot, we hosted workshops where employees from all over the company highlighted instances where our product, service, or brand impacted a customer. Those moments were recorded and logged as touchpoints. This showed us multiple areas of our customer journey where our communication was inconsistent.

The proof is in the pudding — you can see us literally mapping these touch points out with sticky notes in the image below.

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Outline your company's customer journey and experience with these 7 free customer journey map templates.

Service Hub provides everything you need to delight and retain customers while supporting the success of your whole front office

A comprehensive guide to effective customer journey mapping

A brand's user experience shapes its target audience's entire perception of your organization. Maximize audience engagement with customer journey mapping.

Discover key challenges today's marketing teams are facing, as well as opportunities for businesses in 2024.

Incorporating customer journey mapping into your web design process helps elevate consumer engagement to drive loyalty and sales.

Many in-house teams and web designers strive to better serve users by optimizing their customer experience (CX). Considering how your customers use your platform or service helps you see your website from a user perspective, letting you shape your design to better meet their needs. To achieve this, web designers can look to customer journey mapping.

A particularly handy tool for user experience (UX) design , this process helps teams understand who their users are and how to fulfill their expectations, guiding development decisions for improved audience engagement. Learn more about customer journey mapping and how you can implement it to enhance your CX.

User journey mapping: an overview

User journey mapping, also known as customer journey mapping (CJM), maps a website visitor's experience from their perspective. Presented through a visual diagram, the customer journey map charts the user’s path as they seek information or solutions, starting at the homepage and tracking their routes across other menus and links.

To create a customer journey map, you begin by researching who users are, what they want from your site, and how positive or negative their experiences have been. 

There are two main purposes for mapping your customers’ journey.

1. Improve customer experience

This is the ultimate goal of CJM. Site navigation can be especially tricky to assess because you’re already familiar with the layout. A fresh perspective on your site often uncovers overlooked details such as navigation issues or broken links.

By conducting research on UX trends and visually mapping your results, you’ll identify any parts of your design that confuse or frustrate visitors. This process also reveals areas that work well, which you can repurpose elsewhere in the design.

2. Maintains ease-of-use as your site grows

A customer journey map can make even a simple site more straightforward to navigate. When your website or business grows, you may need to add content and features to accommodate the expansion. Implementing customer journey mapping ensures your website's fundamental flow remains intuitive and that new material and features are easily discoverable and usable.

Primary user journey map types

There are various ways to approach customer journey mapping based on the specific insights you’re seeking. The end result of each map will look similar, but the focus of each is different — which changes the information it offers. Here are three standard types of maps to get you started.

Current state

The current state map is the most common type. It evaluates your website’s present state to better understand visitors’ current experiences, helping identify improvement opportunities for its existing design.

Future state

A future state map explores a hypothetical "ideal" website, considering the visitor’s experience if every site component were optimized. This map is helpful when planning a total redesign or a specific change. When you collect user research and translate the results into your map, you can present a visual outline to your client or company for a straightforward explanation.

Persona-based

A persona-based map lays out the journey of a single designated type of user, or persona (which we will define below). This type of diagram is useful when optimizing your website for a specific sector of your audience with particular needs.

Learn best practices for integrating the workflows between design and development in this free webinar.

The 5-step customer journey mapping process

Once you’ve set clear goals for your map’s achievements, you can select the appropriate diagram type. To begin visualizing your user journey, follow this five-step process.

1. Define the map’s scope

Your map may focus on just one customer interaction or outcome, such as finding the newsletter sign-up sheet or making a payment, or it could cover the entire website’s navigation. A focused scope helps you troubleshoot a problem area or ensure an especially critical element functions properly. Alternatively, a larger-scope map provides a big-picture perspective of how the site works as a whole. Creating a comprehensive map is more complex, but high-level mapping helps comprehend the entire user experience from beginning to end.

2. Determine your user personas

A persona describes a particular type of visitor using your site. When imagining and defining these users, you can assign a name to each and include details about who they are, what they’re looking for, and why.

Focus on users who contribute most to your business goals, consulting your marketing or sales teams for insights. To define your customer personas, explore current user behavior through surveys, online reviews, and email list responsiveness.

For example, if you’re creating a website for a store that sells artisanal coffee-making tools, your personas could be:

• The gift giver. This user only knows a little about coffee but wants to select an impressive gift for someone else. They’ll need help with purchase decisions, so they might interact with an FAQ or chat feature before visiting the products page. They may also leave your site if overwhelmed by options, so it’s important to offer helpful information proactively. This will keep them engaged and more likely convert them to paying customers.
• The coffee nerd. This person is knowledgeable and always seeks the highest-quality tools, so easily accessible product details and customer reviews are important to them. To support their user experience and encourage them to purchase, ensure these elements are easily discoverable.
• The tourist. This user is on vacation and looking for a cute brick-and-mortar shop to visit. They aren't interested in your online store, but an appealing photo of your physical store with easily accessible hours and location information may convince them to come by in person.

These three types of users have very different needs and goals when visiting your website. To capture all of their business, create a map for each of them to ensure you accommodate their specific wants and circumstances.

3. Give the personas context

User context is the “when” and “how” of each persona visiting your site. A user will have a different experience loading your site on a mobile device than on a laptop. Additionally, someone in no rush may use your website differently than someone looking more urgently with a specific purpose.

Figure out when, how, and in what mindset your personas most commonly visit your site to map their experience accurately. This context has very concrete impacts on your finished design. If visitors tend to look for one specific page whenever in a hurry (like contact or location information), placing those details on the front page or prominently linking to it will smooth the user experience for those users.

Here’s an example of how to place a persona in context.

Persona: Jo is an apartment hunter in her early 20s and is still in college. She's looking for off-campus housing for herself and some roommates. The collective group values location and cost more than apartment features.

Context : Jo is in a hurry and trying to visit as many apartments as possible. She’s looking at property rental websites that clearly state apartment addresses in each listing.

Method : Jo is browsing the sites on her iPhone.

4. List persona touchpoints

Touchpoints mark when the user makes a purchase decision or interacts with your user interface (UI) . They include visitors' actions to move toward their goals and consider each associated emotion. The first touchpoint is how they reach your website — such as tapping a social media ad, clicking on a search result, or entering your URL directly.

First, list each action the visitor took and their corresponding emotional reactions. Subsequent touchpoints include instances when they navigate a menu, click a button, scroll through a gallery, or fill out a form. When you diagram the route through your site in an A-to-Z path, you can place yourself in the persona's mind to understand their reactions and choices.

A met expectation — for example, when clicking a "shop" button takes them to a product gallery — will result in a positive emotional reaction. An unmet expectation — when the “shop" link leads to an error page — will provoke an adverse reaction.

5. Map the customer journey

Illustrate the user journey by mapping these touchpoints on a visual timeline. This creates a narrative of users’ reactions across your entire service blueprint. To represent your users’ emotional states at each touchpoint, graph their correspondences like this:

The map helps you understand the customer experience as a whole. 

For example, based on the diagram above, touchpoint 3 is the largest navigation challenge on the website. The graph also shows that the user's mood eventually rebounds after the initial setback. Improving the problem element in touchpoint 3 will have the biggest impact on elevating the overall user experience.

Customer journey mapping best practices

Now that you understand the mapping process, here are some best practices to implement when charting your customer journey. 

• Set a clear objective for your map: Define your CX map’s primary goal, such as improving the purchase experience or increasing conversions for a specific product.
• Solicit customer feedback: Engage directly with customers through surveys or interviews so you can implement data-driven changes. Ask users about their journey pain points and invite both positive and negative feedback on the overall navigation.
• Specify customer journey maps for each persona: To specifically serve each customer persona, consider charting separate paths for each based on their behaviors and interests. This approach is more customer-centric, as not all user types interact with your website the same way.
• Reevaluate your map after company or website changes: As your business scales, your website must evolve — and so will your customer’s path. Review your map when making both large and small website adjustments to ensure you don’t introduce new user challenges. Navigational disruptions can frustrate visitors, causing would-be customers to leave your site and seek competitors .

Optimize your user journey map with Webflow

A user journey map is only as effective as the improvements it promotes. When redesigning your website based on insights your map provides, explore Webflow’s vast resource bank to streamline your design processes. 

Webflow offers web design support with diverse guides , tutorials , and tools for straightforward web design. Visit Webflow today to learn how its site hosting , e-commerce , and collaboration resources support enhanced user experience for better engagement.

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User Journey Map Guide with Examples & FREE Templates

18 April, 2024

Senior UX Researcher

Customer journey mapping is also a popular workshop task to align user understanding within teams. If backed up by user data and research, they can be a high-level inventory that helps discover strategic oversights, knowledge gaps, and future opportunities.

Yet, if you ask two different people, you will likely get at least three different opinions as to what a user journey looks like and whether it is worth the hassle. Read on if you want to understand whether a UX journey map is what you currently need and how to create one.

You can get the templates here:

Click here to download a high-resolution PDF of the user journey map template. 

Click here to download a high-resolution PDF of this template.

What is user journey mapping?

Imagine your product is a supermarket and your user is the person wanting to refill their fridge. They need to: 

Decide what to buy, and in what supermarket will they be able to find and afford it

Remember to bring their coupons

Park there 

Find everything

Save the new coupons for the next shopping trip

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3 ways to understand customer journey maps

Now, there are at least three ways to look at the customer journey.

1. Workflow maps for usability optimization 

Some imagine a user journey map as a wireframe or detailed analysis of  specific flows in their app . This could be, for example, a sign-up flow or the flow for inviting others to a document. In our supermarket example, it’s a closer look at what they do inside your supermarket, maybe even only in the frozen section. Or you could define what you want them to do in the frozen aisle.

.css-61w915{margin-right:8px;margin-top:8px;max-height:30px;}@media screen and (min-width: 768px){.css-61w915{margin-right:38px;max-height:unset;}} The focus here is on getting the details of the execution right, not how it fits into the bigger picture of what the user needs.

It is more or less a wireframe from a user perspective. Such a product-focused understanding is not what we want to discuss in this article, though many examples for the best user journey maps you might come across are exactly this. There are good reasons to do such an analysis as well, since it helps you smooth out usability for the people who have already found their way into your supermarket because of your excellent ice cream selection. Workflow maps won’t help you notice that your lack of parking spots is one of the reasons why you are missing out on potential customers in the first place. By only looking at what they do inside the supermarket, you might also miss out on an opportunity for user retention: You could help them get their ice cream home before it melts.

2. Holistic user journey maps for strategic insights

With a more holistic view of what people experience when trying to achieve a goal, product makers gain strategic insights on how their product fits into the big picture and what could be in the future. Because this journey document covers so much ground, it is usually a linear simplification of what all the steps would look like if they were completed. Going back to our supermarket example, it would start from the moment the person starts planning to fill the fridge and ends when the fridge is full again — even if the supermarket building is only relevant in a few phases of this journey. Creating this version of a user journey map requires quite some time and research effort. But it can be an invaluable tool for product and business strategy. It is an inventory of user needs that can help you discover knowledge gaps and future opportunities.  Service blueprints   are the most comprehensive version of a user journey map  since they also lay out the behind-the-scenes of a service, usually called backstage. In our supermarket example, that could be:

the advertising efforts

logistics required to keep all shelves stocked

protocols the staffers follow when communicating with customers

3. Journey mapping workshops as an alignment method

In a user journey mapping workshop, stakeholders and team members share their knowledge and assumptions about the users. Some of these assumptions might need to be challenged — which is part of the process. The goal is not the perfect output, but rather to get everyone into one room and work out a common understanding of the users they are building products for. It forces everyone to organize their thoughts, spell out what they know and assumed was common knowledge — and ideally meet real users as part of the workshop. If done right, this establishes a more comprehensive understanding of what users go through and helps overcome the very superficial ideas one might have about the lives and needs of people outside their own social bubble.

Hence, such a workshop helps create aha moments and gives the consequences of great and poor product decisions a face. So at the end of the day, it is one of many methods to evangelize user-centricity in an organization.

What are the benefits of user experience (UX) mapping?

We already discussed the benefits and shortcomings of workflow maps, but what are the reasons you should consider a UX journey map and/or a journey mapping workshop ?

1. Switching perspectives

Empathy:  Like any other UX method and user research output, user journey maps are supposed to foster empathy and help product makers put themselves into the shoes of a user. Awareness:  It creates awareness of why users do all the things they do. And it challenges product makers to resist the temptation of building something because it’s feasible, not because it’s needed that way.

2. Aligned understanding

Given the team is involved in creating the user experience map (either as a workshop, in expert interviews, observing the user research, or at least as a results presentation), it forces a conversation and offers a shared mental model and terminology — the foundation for a shared vision. 

3. Seeing the big picture

Imagine the vastly different perceptions Sales reps, Customer Support teams, C-level, and backend engineers might have since they all meet very different segments at very different stages of their journey. Day-to-day, it makes sense to be an expert in the stages of a user journey you are responsible for. A journey map helps to step back from this and see the bigger picture, where your work fits in, and where assumptions about the majority of users were wrong. It might even help define KPIs across teams that don’t cancel each other out.

4. Uncovering blind spots and opportunities

A user journey map gives you a structured and comprehensive overview of which user needs are already tackled by your product and which ones are either underserved or solved with other tools and touchpoints. Which moments of truth do not get enough attention yet? These are the opportunities and blind spots you can work on in the future.

When is customer journey mapping just a waste of time?

In all honesty, there are also moments when creating a user journey map or running a journey mapping workshop is destined to fail and should better be put on hold. It’s a lot of work, so don’t let this energy go to waste.  User journey maps only make sense when there is an intention to collaboratively work on and with them.  Here are some of the scenarios and indicators that it’s the wrong moment for a journey map:

No buy-in for the workshop: The requirements of a successful journey workshop are not met, e.g., there is not enough time (60 minutes over lunch won’t do the trick), only a few team members are willing to attend, and/or key stakeholders refuse to have their assumptions challenged.

Isolated creation: The whole creation process of the user journey map happens isolated from the team, e.g., it is outsourced to an agency or an intern. Nobody from the team observes or runs the user research, or is consulted for input or feedback on the first drafts. There is no event or presentation planned that walks the team through the output. Finally, a very detailed, 10-foot-long poster appears in a hallway, and none of the team members ever find time to read, process, or discuss it with each other.

UX theater: For one reason or another, there is no time/resources allocated to user research or reviewing existing insights whilst creating the map (usability tests with non-users do not count in this case, though). Such an approach, also known as, can do more harm than good since the resulting user journey may only reinforce wrong assumptions and wishful thinking about your users.

Unclear objectives: The user journey map is only created because it is on your UX design checklist, but the purpose is unclear. If you are unsure what you or your stakeholders want to achieve with this journey map, clarify expectations and desired output before investing more energy into this. E.g., there is a chance you were only meant to do a usability review of a bumpy app workflow.

Lack of follow-through: Creating a user journey map is just the start. Without a plan to implement changes based on insights gathered, the map is merely a paper exercise. This lack of action can result from limited resources, lack of authority, or inertia. It's vital to establish a process for turning insights from the map into design improvements or strategy adjustments. This includes assigning tasks, setting deadlines, and defining success metrics to ensure the map drives real change and doesn't end up forgotten.

Overcomplication: Sometimes, to capture every nuance and detail of the user experience, teams can create an overly complex user journey map. This can make the map difficult to understand and use, particularly for team members who weren't involved in its creation. A good user journey map should balance detail and clarity, providing insightful and actionable information without overwhelming its users.

Failure to update: User expectations, behaviors, and the digital landscape constantly evolve. A user journey map that remains static will quickly become outdated. Regular reviews and updates are necessary to ensure that the map reflects the current state of user experiences. This requires a commitment to ongoing user research and a willingness to adjust your understanding of the user's path as new information becomes available.

The good news is: UX maturity in an organization can change rapidly, so even if you run into one of the obstacles above, it is worth revisiting the idea in the future. Once you’re good to go, you can get started with the user journey map examples and templates below.

User journey mapping: examples, templates & tools

There is more than one way to do it right and design a great user journey map. Every organization and industry has its own templates, tools and approaches to what elements are most important to them. The following examples and template will give you an idea of what a user journey map can look like if you decide to create one yourself. Make it your own, and change up the sections and design so they make sense for your product and use cases.

User journey map template and checklist

To give you a first orientation, you can use this user journey template and check the two fictional examples below to see how you could adapt it for two very different industries: instant meal delivery and healthcare.

While there is no official standard, most other user journey maps contain the following elements or variations of them:

Key phases (or ‘stages’) start when users become aware of a problem they need to solve or a goal they want to achieve and may end when they evaluate whether they achieved their goal or enter a maintenance phase. E.g., user journeys for e-commerce could be structured along the classic funnel of:

Consideration

Delivery & use

Loyalty & advocacy

2. Jobs to be done

Whilst some other user journey templates might call this section ‘steps’ or ‘tasks’, it can be very beneficial to structure the stages into ‘jobs to be done’ (JTBD) instead. This framework helps you distinguish better between the actual goal of a user vs. the tasks required to get there . For example, safe online payments are never a goal of a user, this is just one of many jobs on the long way to get new sneakers on their feet. Ideally, users ‘hire’ your product/service to assist them with some of the JTBD on their journey. Phrase your JTBD as verb + object + context . Examples:

Install app on phone

Tip delivery driver

Buy new shoes

Naturally, the stages closest to your current (and future) solution require a more detailed understanding, so you might want to investigate and document deeper what JTBDs happen there.

3. Needs and pains

Users have needs and pains every step along the journey. Use this section to collect the most important needs and potential pains, even if not all apply in all cases. Ask:

What are the repeating themes, even the ones you are (currently) not able to solve with your product?

Phrase pains and needs as I- or me-statements from the user perspective, e.g., ‘I forgot my login details, ‘I am afraid to embarrass myself’ or ‘My day is too busy to wait for a delivery.’ 

Which are the pains and needs that are so severe that, if not solved, they can become real deal-breakers for your product or service?

On the last point, such deal-breaker and dealmaker situations, or ‘ moments of truth ’, require particular attention in your product decisions and could be visually highlighted in your journey. In a meal delivery, the taste and temperature of the food are such a moment of truth that can spoil the whole experience with your otherwise fantastic service.

4. Emotional curve

An emotional curve visualizes how happy or frustrated users are at certain stages of their journey. Emojis are commonly used to make it easy to understand and empathize with the emotional state of the user across the whole journey. It can be a surprising realization that users are not delighted with your witty microcopy, but you already did a great job by not annoying them. It is also a good reminder that what might personally excite you is perceived as stressful or overwhelming by most other users. Strong user quotes can be used for illustration.

5. Brand and product touchpoints

Here, you can list current and planned touchpoints with your brand and product, as well as. Whilst the touchpoints when using your product might be obvious, others early and late in the journey are probably less obvious to you but critical for the user experience and decision to use or return to your product. This is why it is worthwhile to include them in your map. Make sure your journey does not get outdated too soon, and don’t list one-off marketing campaigns or very detailed aspects of current workflows — just what you got in general so there is no major revision needed for a couple of years.

6. Opportunities for improvement

As you map out your user journey, it is important to not only identify the current touchpoints and experiences but also opportunities for improvement. This could include potential areas where users may become frustrated or confused, as well as areas where they may be delighted or pleasantly surprised.

By identifying these opportunities, you can prioritize making meaningful improvements to the user experience and ultimately creating a more positive, long-lasting relationship with your users.

7. Other tools and touchpoints

This may seem the least interesting aspect of your journey or a user interview, but it can tell you a lot about blind spots in your service or potential partnerships or APIs to extend your service. E.g., Google Maps or WhatsApp are common workaround tools for missing or poor in-app solutions.

User journey map example 1: health industry

The following example is for a fictional platform listing therapists for people in need of mental health support, helping them find, contact, schedule, and pay for therapy sessions. As you can see, the very long journey with recurring steps (repeated therapy sessions) is cut short to avoid repetition. 

At the same time, it generalizes very individual mental health experiences into a tangible summary. While it is fair to assume that the key phases happen in this chronological order, JTBD, timing, and the number of sessions are kept open so that it works for different types of patients.

You can also see how the journey covers several phases when the platform is not in active use. Yet, these phases are milestones in the patient’s road to recovery. Looking at a journey like this, you could, for example, realize that a ‘graduation’ feature could be beneficial for your users, even if it means they will stop using your platform because they are feeling better.

This user journey map is fictional but oriented on Johanne Miller’s UX case study  Designing a mental healthcare platform . 

User journey map example 2: delivery services

What the example above does not cover is the role of the therapist on the platform — most likely they are a second user type that has very different needs for the way they use the platform. This is why the second example shows the two parallel journeys of two different user roles and how they interact with each other. 

Nowadays, internal staff such as delivery drivers have dedicated apps and ideally have a designated UX team looking out for their needs, too. Creating a frictionless and respectful user experience for ‘internal users’ is just as critical for the success of a business as it is to please customers.

User journey map example: meal delivery. Please note that this fictional journey map is just an example for illustrative purposes and has not been backed up with user research.

For more inspiration, you can find collections with more real-life user journey examples and customer journey maps on  UXeria ,  eleken.co  &  userinterviews.com , or check out free templates provided by the design tools listed below.

Free UX journey mapping tools with templates

No matter whether you’re a design buff or feel more comfortable in spreadsheets, there are many templates available for free(mium) tools you might be already using. 

For example, there are good templates and tutorials available for  Canva ,  Miro  and even  Google Sheets . If you are more comfortable with regular design software, you can use the templates available for  Sketch  or one of these two from the  Figma (template 1 ,  template 2 ) community. There are also several dedicated journey map tools with free licenses or free trials, e.g.,  FlowMapp ,  Lucidchart  and  UXPressia , just to name a few.

Be aware that the first draft will require a lot of rearrangement and fiddling until you get to the final version. So it might help to pick where this feels easy for you. 

How do I collect data for my app user journey?

User journey maps need to be rooted in reality and based on what users really need and do (not what we wish they did) to add value to the product and business strategy. Hence, user insights are an inevitable step in the creation process.

However, it’s a huge pile of information that needs to be puzzled together and usually, one source of information is not enough to cover the whole experience — every research method has its own blind spots. But if you combine at least two or three of the approaches below, you can create a solid app user journey .

1. In-house expertise

The people working for and with your users are an incredible source of knowledge to start and finalize the journey. Whilst there might be a few overly optimistic or biased assumptions you need to set straight with your additional research, a user journey mapping workshop and/or  expert interviews  involving colleagues from very different (user-facing) teams such as:

customer service

business intelligence

customer insights

will help you collect a lot of insights and feedback. You can use these methods to build a preliminary skeleton for your journey but also to finalize the journey with their input and feedback.

2. Desk research

Next to this, it is fair to assume there is already a ton of preexisting documented knowledge about the users simply floating around in your company. Your  UX research repository  and even  industry reports  you can buy or find with a bit of googling will help. Go through them and pick the cherries that are relevant for your user journey. Almost anything can be interesting:

Old research reports and not-yet-analyzed context interviews from earlier user interviews

NPS scores & user satisfaction surveys

App store feedback

Customer support tickets

Product reviews written by journalists

Competitor user journeys in publicly available UX case studies

Ask your in-house experts if they know of additional resources you could check. And find out if there’s already a  long-forgotten old journey map  from a few years ago that you can use as a starting point (most organizations have those somewhere).

3. Qualitative user research

Qualitative research methods are your best shot to learn about all the things users experience, think, and desire before and after they touch your product.  In-depth interviews  and  focus groups  explore who they are and what drives them. You could show them a skeleton user journey for feedback or  co-creation . 

This could also be embedded into your user journey mapping workshop with the team. Alternatively, you can follow their actual journey in  diary studies ,  in-home visits  or  shadowing . However, in all these cases it is important that you talk to real users of your product or competitors to learn more about the real scenarios. This is why usability testing with non-users or fictional scenarios won’t help much for the user journey map.

4. Quantitative research

Once you know the rough cornerstones of your user journey map,  surveys  could be used to let users rate what needs and pains really matter to them. And what their mood is at certain phases of the journey. You can learn how they became aware of your product and ask them which of the motives you identified are common or exotic edge cases. Implementing micro-surveys such as  NPS surveys , CES , and  CSAT  embedded into your product experience can give additional insights.

5. Customer satisfaction (CSAT) survey

Customer satisfaction surveys (or CSATs for short) are important tools that measure your customers' satisfaction with your product or service. It is usually measured through surveys or feedback forms, asking customers to rate their experience on a scale from 1 to 5. This metric can give valuable insights into the overall satisfaction of your customers and can help identify areas of improvement for your product.

CSAT surveys can be conducted at different customer journey stages, such as after purchase or using a specific feature. This allows you to gather feedback on different aspects of your product and make necessary changes to improve overall satisfaction.

The benefit of CSAT lies in understanding how satisfied customers are with your product and why. By including open-ended questions in the surveys, you can gather qualitative insights into what aspects of your product work well and what needs improvement.

5. User analytics

User analytics is a beautiful source of information, even if it has its limits. Depending on what tools you are using (e.g., Google Analytics, Firebase, Hubspot, UXCam), you can follow the digital footprints of your users before and when they were using the product. This may include  acquisition channels  (input for brand touchpoints and early journey phases),  search terms  that brought them to your product (input for needs and pains), and how they navigate your product. 

Unlike a usability test, you can use  screen flows  and  heatmaps  to understand how your users behave naturally when they follow their own agenda at their own pace — and how often they are so frustrated that they just quit. Knowing this gives you pointers to negative user emotions at certain journey steps and even helps identify your product’s moments of truth. Whilst you cannot ask the users if your interpretations are correct, checking analytics already helps you prepare good questions and talking points for user interviews or surveys.

Curious to know how heatmaps will look in your app?  Try UXCam for free — with 100,000 monthly sessions and unlimited features.

How can I utilize UXCam to collect App User Journey data?

If you have UXCam set up in your mobile app, you can use it to support your user journey research. You can find many of the previously mentioned  user analytics  features ( screen flows  and  heatmaps , including  rage taps ) here as well. 

UXCam can also be an  invaluable asset for your qualitative research . Especially for niche products and B2B apps that normally have a lot of trouble  recruiting real users  via the usual user testing platforms. 

UXCam’s detailed segmentation options allow you to  identify exactly the users you want to interview  about their journey — and  reach out to them via either email or UXCam push notifications , which can include invitation links for your study, a survey or an additional screener.

Additionally, UXCam's session replay feature allows you to watch recordings of user sessions, providing valuable insights into how users interact with your app and where they may face challenges.

Where can I learn more?

Don’t feel ready to get started? Here are a few additional resources that can help you dive deeper into user journey mapping and create the version that is best for your project.

Creating user journey maps & service blueprints:

Mapping Experiences by Jim Kalbach

Journey Mapping 101

How to create customer journey maps

Customer Journey Stages for Product Managers

The Perfect Customer Journey Map

Planning and running user journey mapping workshops:

Journey mapping workshop

Jobs to be done:

The Theory of Jobs To Be Done

Moments of truth in customer journeys:

Journey mapping MoTs

What is a user journey map?

A user journey map is a visual representation of the process that a user goes through to accomplish a goal with your product, service, or app.

What is a user journey?

A user journey refers to the series of steps a user takes to accomplish a specific goal within a product, service, or website. It represents the user's experience from their point of view as they interact with the product or service, starting from the initial contact or discovery, moving through various touchpoints, and leading to a final outcome or goal.

How do I use a user journey map in UX?

User journey maps are an essential tool in the UX design process, used to understand and address the user's needs and pain points.

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A Beginner’s Guide To User Journey Mapping

To design a great product, you need to understand what the user does with it. A user journey map will help you to answer that question for the product’s entire lifecycle.

“How do people actually use this product?” is a fundamental question that every product creator must answer. In order to do so, product designers need to understand the essence of the whole product experience from the user’s perspective. Fortunately, user journey mapping is an excellent exercise that can shed light on the ways in which the users interact with the product.

What Is a User Journey Map?

More From Nick Babich What Is Microcopy?

What Design Problems Does a User Journey Map Solve?

A user journey map is an excellent tool for UX designers because i t visualizes how a user interacts with a product and allows designers to see a product from a user’s point of view. This fosters a more user-centric approach to product design, which ultimately leads to a better user experience.

User journey maps help a product team to find the answer to the “What if?” questions. Also, a user journey map can be helpful when a company tracks quantitative key performance indicators . In this case, a user journey map can become a cornerstone for strategic recommendations.

The 8-Step Process of User Journey Mapping

Before creating a user journey map, review the goals of your business or service. This knowledge will help you align the business and user goals.

• Choose a scope.
• Create a user persona.
• Define the scenario and user expectations.
• Create a list of touchpoints.
• Take user intention into account.
• Sketch the journey.
• Consider a user’s emotional state during each step of the interaction.
• Validate and refine the user journey.

1. Choose a Scope

The scope of the user journey map can vary from a high-level map that shows end-to-end experience (e.g., creating a smart home in your house) to a more detailed map that focuses on one particular interaction (for instance, adding a new device to your smart home ecosystem).

2. Create a User Persona

Who is your user?

A user journey map is always focused on the experience of one main actor — a user persona who experiences the journey.

A user persona should always be based on information that you have about your target audience. That’s why you should always start with user research . Having solid information about your users will prevent you from making false assumptions.

Gather and analyze all available information about your target audience:

• Interview your real or potential users.
• Conduct contextual inquiry. This is an  ethnographic field study that involves in-depth observation of people interacting with your product.
• Conduct and analyze the results of user surveys.

3. Define the Scenario and User Expectations

The scenario describes the situation that the journey map addresses. It can be real or anticipated. It’s also important to define what expectations a user persona has about the interaction. For example, a scenario could be ordering a taxi using a mobile app with the expectation of getting the car in five minutes or less.

4. Create a List of Touchpoints

Touchpoints are user actions and interactions with the product or business. You need to identify all the main touchpoints and all channels associated with each touchpoint. For example, for the touchpoint “Buy a gift,” the associated channels could be purchasing online or buying in the store.

5. Take User Intention Into Account

What motivates your user to interact with your product? Similarly, w hat problem are users looking to solve when they decide to use your product? Different user segments will have different reasons for adopting it.

Let’s take an e-commerce website. There is a big difference between a user who is just looking around and one who wants to accomplish a specific task like purchasing a particular product.

For each user journey, you need to understand:

• Motivation. Why are the users trying to do this action?
• Channels. Where the interaction takes place.
• Actions . The actual behaviors and steps the users take.
• Pain points . What are the challenges users are facing?

Also, ensure that the user is getting a consistent experience across all channels.

6. Sketch the Journey

Put together all the information you have and sketch a journey in the format of a step-by-step interaction. Each step demonstrates an experience that the persona has with a service/product or another person.

You can use  a tool called a storyboard,  which is a graphic representation of how a user does something, step by step. It  can help you show how users can interact with a product. Using storyboards, you can visually depict what happens during each step.

7. Consider a User’s Emotional State During Each Step of the Interaction

What does a user feel when interacting with your product?

The products we design need to mirror the states of mind of our users. When we consider a user’s emotional state, this knowledge will help us to connect with them on a human level. That’s why it’s important to add an emotional lane to the user journey map. By visualizing the emotional ups and downs of the experience, you’ll find the areas that require refinement.

You can create an empathy map to better understand how the user feels. Try to mitigate the emotional downs and reinforce emotional ups with good design. 

8. Validate and Refine the User Journey

Journey maps should result in truthful narratives, not fairy tales. Even when a user journey is based on research, you must validate it. Use the information from usability testing sessions and app analytics to be sure that your journey resembles a real use case.

Gather and analyze information about your users on a regular basis. For example, user feedback can be used to improve your understanding of the user journey.

More in Design + UX Hey Designers, Stop Using Users

Map the User Journey

Remember that the goal of making a user journey map is to create a shared vision within your product team and stakeholders. That’s why, once you create a user journey map, you should share it with your peers. Make it possible for everyone in your team to look at the entire experience from the user’s standpoint and draw on this information while crafting a product.

Recent Expert Contributors Articles

Learn / Guides / Customer journey mapping (CJM) guide

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The definitive 8-step customer journey mapping process

In business, as in life, it's the customer's journey that makes the company's destination worth all the trouble. No customer wants to jump through several different hoops to get to your product: they want it fast and they want it now.

Following certain customer journey mapping stages helps you improve your user's experience (UX) to create a product they love interacting with, ensures you stay ahead of key workflow tasks, and keeps stakeholders aligned. But a misaligned map can derail your plans—leading to dissatisfied users who don’t stick around long enough to convert or become loyal customers.

Last updated

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This article walks you through the eight key stages of great customer journey mapping, and shows you how to adapt each to your unique business and product to optimize the customer experience from start to finish. 

Learn how customers interact with your product and website

Hotjar's Observe and Ask tools let you go ‘behind the scenes’ to understand your users’ product experiences and improve their customer journey.

An 8-step process for effective customer journey mapping

A customer journey map is a visualization of every point of interaction a user has with your company and product.

Mapping out the customer journey gives you insights into your buyers’ behavior to help you make changes that improve your website and the user flow between touchpoints. This helps you increase online sales and turn users into loyal customers and brand advocates.

Follow these eight proven steps to understand—and enhance—the customer experience.

Note: every business is distinct, so be sure to adapt these steps to your particular user and business needs. 

1. Define your purpose

The first step to creating a successful customer journey map is to define your product's vision or purpose. Without a clear purpose, your actions will be misguided and you won’t know what you want users to achieve during their journey on your website, product page, or web app. 

To define your purpose, consider your company’s mission statement and incorporate your specific user pain points as much as possible. 

Make your purpose specific to your company’s needs and goals—for example, the purpose of an ecommerce brand looking to help users navigate several different products and make multiple purchases will differ from that of a SaaS company selling subscriptions for one core product.

2. Make sure your team is aligned and roles are clear

Cross-functional collaboration is essential when mapping out your brand's or product’s user journey. Get insights from different teams within your organization to find out exactly how users engage with key touchpoints to derive a holistic sense of the user experience (UX), which will help you improve every aspect of the customer experience.

Lisa Schuck , marketing lead at Airship , emphasizes the importance of keeping “anybody that has a touchpoint with a customer” involved. She advises teams to “figure out how to align your external marketing and sales with your internal operations and service.”

Although sales, product, and marketing departments are often the key players in customer journey mapping, also involve your operations and design teams that are responsible for creating the user flow. 

If you have a SaaS company, for example, marketing creatives, sales teams, product owners and designers, and your customer experience department all need to participate in the process. Clearly define who’s responsible for different aspects of the map, and regularly check in to make sure your final map isn’t missing any important perspectives.

Pro tip: use Hotjar's Highlights feature to collect and organize key product experience (PX) insights and data on user behavior from teams across your organization to help you build your customer journey map. Then use Hotjar’s Slack integration to quickly share learnings with your relevant stakeholders to get buy-in and ensure everyone is aligned.

Hotjar’s Slack integration Slack lets teams discuss insights in the moment, so they’re up to date with critical issues 

3. Create user personas

Once you’ve defined your purpose and involved all relevant stakeholders, it’s time to design your user personas . Use resources like UXPressia and HubSpot’s Make My Persona tool to help you design various product personas . 

Create a range of user personas to understand what each type of buyer needs to curate a journey that’s easy and enjoyable for every customer. This is an important early step in the customer journey mapping process—because if you don’t understand your users, you won’t be able to fully comprehend how they interact with your brand to better it.

Create user personas for all your product’s possible buyers—for example, to map out a B2B customer journey for a company in the hospitality business means developing personas for a range of different customers, from large chain hotel managers to small vacation rental owners. 

4. Understand your user goals

Once you’ve designed your user personas, it’s time to define their jobs to be done . What do your users hope to accomplish when they search for your product or service? What do they want to do when they click on your website? Address and answer these questions to build a deep understanding of your users’ goals and pain points to inform your customer journey.

In a SaaS customer journey , perhaps users are looking for helpful comparisons of product features on your website, or want to easily sign up for a trial account in the hopes that your product will solve their problems. But you won’t know until you ask . 

Once you have users or test users, get direct insights from them with Hotjar's Feedback tools and Surveys to ask buyers exactly what their goals are as they browse different pages of your website or interact with product features.

Since user goals are at the center of your customer journey map, define them early on—but keep speaking to your users throughout the entire process to make sure you’re up to date with their needs.

5. Identify customer touchpoints

After you understand your users and what their goals are, it’s time to identify the ways they interact with your company and your product. 

"Touchpoints are the moments the customer interacts with your brand, be it through social media channels, your product, or customer support. The quality of these experiences affects the overall customer experience, which is why it’s important to be aware of them. Consider what happens before, during, and after a customer makes a purchase or uses your product."

Key customer journey touchpoints for a website or product include your homepage, landing pages, product pages, CTA buttons, sign-up forms, social media accounts, and paid ads. 

Collaboration is key to identifying touchpoints throughout the entire customer journey. Include insights from different teams and stakeholders —your marketing and sales teams will have a strong understanding of the touchpoints involved pre-purchase, while the customer experience department can shed light on post-purchase touchpoints. 

Post-purchase touchpoints can help turn users into loyal customers and even advocates for your brand. 

In the words of Lisa Schuck, "When you create a raving fan, or a brand advocate, who goes out and tells the world how wonderful you are, you get social credibility and validity. It’s becoming more and more important to have advocates."

Pro tip : speak with your users regularly to get direct voice-of-the-customer (VoC) insights on what they love and what frustrates them on their journey. Place Hotjar Feedback widgets and Surveys at key website touchpoints like your homepage and landing pages to get valuable user insights on what you can improve. Use Hotjar’s survey templates to get inspiration for your survey questions. 

An example of an on-site Hotjar Survey

6. Map out the customer journey

Once your user and product research are complete and all roles are distributed, it’s time to map out the full customer journey.

First, map out an overarching customer journey by putting your key touchpoints in order and identifying how your various user personas interact with them. Then, home in on the details, looking at how customers engage with specific aspects of your website, product, or social media accounts. 

Breaking down the mapping process into smaller phases will ensure you don’t miss any key interactions. 

Here’s how an ecommerce brand could lay out general touchpoints, then narrow each down into more specific actions:

Pro tip : it’s helpful to think of the user journey in terms of different functions when mapping it out, like:

Connect: how are buyers connecting with your brand?

Attract: how are you convincing them to convert?

Serve: how are you serving customers when they want to purchase?

Retain: how are you promoting brand advocacy and customer retention ?

7. Test the customer journey

Once you’ve mapped out the customer journey, it’s time to take it for a spin. You can’t understand how your users move through customer touchpoints unless you test out the user flow yourself. 

Start with an informational Google search, then visit your website, check out your social media pages, and simulate the purchase process. This will help you get a better sense of how users interact with each touchpoint and how easy it is to move between them. 

Be sure to try out the journey from the standpoint of every relevant user persona. For an enterprise software company, this could mean looking at how decision-makers move through the user flow vs. the employees who’ll use your software day to day. 

By walking through the customer journey yourself, you can identify issues and difficulties that users may have to address them proactively. 

Try out the user flow with test users to get a realistic perspective of the user experience. Be sure to use focus groups that represent every one of your user personas. 

8. Use continuous research to refine your map 

Continuously map out, analyze, and evaluate the customer journey by observing users and getting their feedback. Hotjar Heatmaps and Recordings help you understand how your users are experiencing the customer journey on your website: create heatmaps to see whether users are clicking on CTAs or key buttons, and watch recordings to find out how they navigate once they reach your homepage.

Then, use Google Analytics to get an overview of your website traffic and understand how customers from different channels move through the user journey. 

Finally, once you have these combined user insights, use them to make changes on your website and create a user journey that is more intuitive and enjoyable.

Pitfalls to avoid during the customer journey mapping stages

Jamie Irwin , director & search marketing expert at Straight Up Search , says companies should avoid these three common mistakes when mapping out the customer journey:

Don't map out the entire customer journey at once

Don't forget about the ‘hidden journeys’

Don't make assumptions about customer behavior

To sidestep these common pitfalls: 

Start by mapping out the overall journey, and only drill down into more detail once you have a broader, higher-level overview of the customer journey

Factor in every way that customers interact with your brand, even the ones you don’t have as much visibility on, like ‘dark social’ communications about your brand shared in private channels. Talk to your users to find out what they’ve heard about your brand outside of public channels , and use sticky share buttons to keep track of when your content’s shared through email or social media messengers.

Take a data-informed approach: don’t assume you already know your users —test out your hypotheses with real users and qualitative and quantitative data. 

Follow proven steps to successfully map out the customer journey 

Take the time to understand your business goals and users, involve the right teams, and test frequently to consistently improve your customer journey and make the decisions that will help you map out an experience that will get you happy and loyal customers.

FAQs about customer journey mapping stages

What is the purpose of customer journey mapping.

Customer journey mapping helps you visualize how users interact with your business and product, from the moment they find it until long after they make their first purchase. 

The purpose of customer journey mapping is to gain insights into the buyer's journey to create a more enjoyable, streamlined, and intuitive experience for your customers.

What are the benefits of following a customer journey mapping process?

The main benefits of a customer journey mapping process are: : 

Building on tried-and-tested processes

Not missing any key steps

Considering all buyer personas

Keeping all relevant stakeholders involved

Creating a valuable customer journey map 

Improving user experience

What happens if you don’t follow key steps in customer journey mapping?

If you don’t follow key steps when mapping out the customer journey, your map likely won’t give you the insights you need to enhance the experience users have with your most important touchpoints —like your homepage, landing pages, CTAs, and product pages. 

This can result in high bounce rates, low conversion, and unsatisfied users who fail to become loyal customers.

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How the User Journey Impacts Your Success

User journeys play a large role in business success. Learn what a customer journey map should include, read examples, and discover how to improve your customers' experience.

A user or customer journey, sometimes visualized as a journey map, is the path a person follows as they discover a product, service, or brand, learn about it, consider spending money on it, and then make a decision to purchase—or not. Not every user journey ends in a conversion, but it is typically the goal.

Creating a customer journey map can help drive sales, because when you better understand your user's journey, you can provide the information or encouragement they need to commit and become a customer.

Let's look at a couple of examples of user journeys.

User Journey Example: Under-caffeinated Chuck

Chuck is downtown and he wants a cup of coffee. His journey might look something like this:

• Chuck feels drowsy on the way to work and realizes that he wants coffee. He is in a downtown area and has several choices.
• He looks around and sees a local cafe with organic fairtrade coffee, a cheap coffee chain that also offers donuts, and another internationally franchised cafe known for their sustainably grown coffee.
• He considers distance from his current location, expected prep time, his budget, and his values—he appreciates both sustainable agriculture and supporting local businesses.
• He knows that 2 or the 3 options offer coffee that match his ethics about food, and although the franchised cafe with sustainable coffee is slightly closer, he prefers going to the local cafe where he can also do more to boost his city’s economy. The local cafe is also typically faster because it’s less crowded.
• He chooses the local cafe with sustainably sourced coffee.

This is a straightforward example of a user journey. A more in-depth example might include asking an employee for information or, if the journey is entirely online, searching for information, looking up reviews, comparing the competition, and considering the cost.

How to create an accurate user journey

To map an accurate customer journey, you need to know your customers and how they discover your brand. To create customer profiles, begin by learning about the demographics of customers who already shop with your brand. This profile is an outline of your target customer’s interests, pain points, income level, age range, location, and more. The entry point is where they become aware of your brand. In the 2 examples above, both had street-level entry points, but other entry points include online searches, word-of-mouth recommendations, as well as social media, television, and print ads.

Consider all the entry points that might lead customers to your brand. Then generate user journeys from those points using your customer profiles to target similar audiences. After that, you'll need to refine your journey maps to turn shoppers into buyers.

Your goal is to guide your potential customers along their journey as much as possible. This will also help you reduce or eliminate barriers to conversion like by answering questions, making the right offers, and providing clarity when it’s needed.

The stages of the user journey

Each user journey is unique. But no matter what customer profile you're dealing with, or what their point of entry is, the structure of all customer journeys has stages in common:

Consideration

Your goal at each of the first 3 phases of the journey is to improve the chances of purchase and retention. Every point on the journey has a connection to every other point, especially when the goal is to motivate and maintain customer loyalty and drive customers through retention and back through the whole process again.

In the awareness phase, the user learns about or is reminded of your product or service, usually as a response to something they need or desire. The awareness phase can follow a previous purchase, which means that the retention phase was a success, leading them around to begin the cycle again.

Here, the user looks at the virtues and the flaws of your brand and any other brands also up for consideration. This is when pricing, value, customer service, branding, communication, and other factors come into play.

At this point, the user has looked at the relevant differences among the available options. If there's any information about your product or service that the customer hasn't been able to find at this point, it could mean losing the sale.

Here, the user either makes a purchase or doesn't. But this isn't the end of the journey—keep in mind that they may be buying from you because another brand is not available to serve their needs at the moment. This is your chance to curry favor with such customers: Your e-commerce platform should be easy to navigate, your customer service should be on point, and any discounts you may have on offer should be extended.

Now that a customer has purchased from you, you want to retain their loyalty. It's a good idea to check in with them after their purchase: Ask for feedback, tell them about complementary products or updates to your services, and try to discover ways to increase their satisfaction in the future. When they reenter the awareness phase, you want positive interactions and friendly and complete customer service to follow them into the next round of consideration.

How to improve a user’s journey

The key to getting the most out of the user's journey is to know your customer as well as possible. This is why a customer profile and all the possible entry points into the journey are important to understand as you define your customer journey . You want an extensive, complete, and accurate profile of the various kinds of people who shop for the products or services you offer.

You need to consider possible entry points into the user's journey. Here’s an example: A woman named Carla is in search of new headphones. She knows that she could travel to her local mall to search for just the right pair, and then she wouldn’t have to wait for them to be delivered. But she also knows that by shopping online, she can more easily compare more options. In this example, a business that sells headphones would need to consider all of the paths that Carla may take to find their products. She could visit a store where they are sold, she might search online, or she might find the right pair through an ad on social media or an email promotion.

The customer profile, the entry point into their journey, and what you have on your shelves (whether brick-and-mortar or online) should all flow together to make a coherent experience for each potential customer.

Build user journey maps

A user journey can be mapped with flow charts or diagrams that take the needs, wants, and habits from a given customer profile and trace a journey from entry point and awareness to retention and back through again. Ideally, you want a journey map for each user starting at each possible point of entry. You're going to need several versions of each user journey map, with different paths based on entry point, previous purchases, email engagement, and so on.

Your goal is to be able to anticipate and answer questions a customer might have before they move on to make a purchase. After they've made a purchase, you want to make sure that the retention phase directs them back to the beginning of the journey. It's all about communication—you need to keep in touch to let them know how you can meet their needs, promote new products or services you have on offer, and get them hooked via rewards and discounts.

That's where Mailchimp's Customer Journey Builder comes in. Mailchimp is an all-in-one marketing and e-commerce platform, allowing you to send marketing emails, newsletters, product and service updates, and everything else you need to keep your customers engaged and satisfied. With Mailchimp, you can also create your business website, employing best practices that will help you turn potential customers into brand-loyal repeat customers. Remember, the customer journey doesn't have to end with the purchase, and Mailchimp is here to make sure it doesn't.

Keep customers coming back for more with Mailchimp’s free Customer Retention Kit

Whether you’re looking to improve existing strategies or seeking fresh insights into who your customers are, this kit is a comprehensive collection of resources designed to cultivate lasting relationships with valued customers.

Fill out the form below to receive your free Customer Retention Kit

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The complete guide to customer journey stages.

12 min read If you want to turn a potential customer into a lifetime one, you’ll need to get to know every step of the entire customer journey. Here’s why the secret to customer retention lies in knowing how to fine-tune your sales funnel…

What is the customer journey?

What do we actually mean when we talk about the customer journey? Well, the simplest way to think about it is by comparing it to any other journey: a destination in mind, a starting point, and steps to take along the way.

In this case, the destination is not only to make a purchase but to have a great experience with your product or service – sometimes by interacting with aftersale customer support channels – and become a loyal customer who buys again.

And, just like how you can’t arrive at your vacation resort before you’ve done you’ve found out about it, the customer journey starts with steps to do with discovery, research, understanding, and comparison, before moving on to the buying process.

“Maximizing satisfaction with customer journeys has the potential not only to increase customer satisfaction by 20% but also lift revenue up by 15% while lowering the cost of serving customers by as much as 20%”

– McKinsey, The Three Cs of Customer Satisfaction

In short, the customer journey is the path taken by your target audience toward becoming loyal customers. So it’s really important to understand – both in terms of what each step entails and how you can improve each one to provide a maximally impressive and enjoyable experience.

Every customer journey will be different, after all, so getting to grips with the nuances of each customer journey stage is key to removing obstacles from in front of your potential and existing customers’ feet.

Free Course: Customer Journey Management & Improvement

What are the essential customer journey stages?

While many companies will put their own spin on the exact naming of the customer journey stages, the most widely-recognized naming convention is as follows:

• Consideration

These steps are often then sub-categorized into three parts:

• Sale/Purchase

It’s important to understand every part of the puzzle, so let’s look at each sub-category and stage in turn, from the awareness and consideration stage, right through to advocacy:

Customer journey: Pre-sale

In the pre-sale phase, potential customers learn about products, evaluate their needs, make comparisons, and soak up information.

Awareness stage

In the awareness stage, your potential customer becomes aware of a company, product, or service. This might be passive – in that they’re served an ad online, on TV, or when out and about – or active in that they have a need and are searching for a solution. For example, if a customer needs car insurance, they’ll begin searching for providers.

Consideration stage

In the consideration stage, the customer has been made aware of several possible solutions for their particular need and starts doing research to compare them. That might mean looking at reviews or what others are saying on social media, as well as absorbing info on product specs and features on companies’ own channels. They’re receptive to information that can help them make the best decision.

Customer journey: Sale

The sale phase is short but pivotal: it’s when the crucial decision on which option to go with has been made.

Decision stage

The customer has all the information they need on the various options available to them, and they make a purchase. This can be something that’s taken a long time to decide upon, like buying a new computer, or it can be as quick as quickly scouring the different kinds of bread available in the supermarket before picking the one they want.

Customer journey: Post-sale

Post-sale is a really important part of the puzzle because it’s where loyal customers , who come back time and again, are won or lost.

Retention stage

The retention stage of the customer journey is where you do whatever you can to help leave a lasting, positive impression on the customer, and entice them to purchase more. That means offering best-in-class customer support if they have any issues, but it also means being proactive with follow-up communications that offer personalized offers, information on new products, and rewards for loyalty.

Advocacy stage

If you nail the retention phase, you’ll have yourself a customer who not only wants to keep buying from you but will also advocate on your behalf. Here, the customer will become one of the most powerful tools in your arsenal, in that they’ll actively recommend you to their friends, family, followers, and colleagues.

What’s the difference between the customer journey and the buyer’s journey?

Great question; the two are similar, but not exactly the same. The buyer’s journey is a shorter, three-step process that describes the steps taken to make a purchase. So that’s awareness , consideration, and decision . That’s where things stop, however. The buyer’s journey doesn’t take into account the strategies you’ll use to keep the customer after a purchase has been made.

Why are the customer journey stages important?

The short answer? The customer journey is what shapes your entire business. It’s the method by which you attract and inform customers, how you convince them to purchase from you, and what you do to ensure they’re left feeling positive about every interaction.

Why this matters is that the journey is, in a way, cyclical. Customers who’ve had a smooth ride all the way through their individual journeys are more likely to stay with you, and that can have a massive effect on your operational metrics.

It’s up to five times more expensive to attract a new customer than it is to keep an existing customer, but even besides that: satisfied customers become loyal customers , and customer loyalty reduces churn at the same time as increasing profits .

So companies looking to really make an impact on the market need to think beyond simply attracting potential customers with impressive marketing, and more about the journey as a whole – where the retention and advocacy stages are equally important.

After all, 81% of US and UK consumers trust product advice from friends and family over brand messaging, and 59% of American consumers say that once they’re loyal to a brand, they’re loyal to it for life.

Importantly, to understand the customer journey as a whole is to understand its individual stages, recognize what works, and find things that could be improved to make it a more seamless experience. Because when you do that, you’ll be improving every part of your business proposition that matters.

How can you improve each customer journey stage?

Ok, so this whole customer journey thing is pretty important. Understanding the customer journey phases and how they relate to the overall customer experience is how you encourage customers to stick around and spread the news via word of mouth.

But how do you ensure every part of the journey is performing as it should? Here are some practical strategies to help each customer journey stage sing…

1. Perform customer journey mapping

A customer journey map takes all of the established customer journey stages and attempts to plot how actual target audience personas might travel along them. That means using a mix of data and intuition to map out a range of journeys that utilize a range of touch points along the way.

One customer journey map, for example, might start with a TV ad, then utilize social media and third-party review sites during the consideration stage, before purchasing online and then contacting customer support about you your delivery service. And then, finally, that customer may be served a discount code for a future purchase. That’s just one example.

Customer journey mapping is really about building a myriad of those journeys that are informed by everything you know about how customers interact with you – and then using those maps to discover weaker areas of the journey.

2. Listen like you mean it

The key to building better customer journeys is listening to what customers are saying. Getting feedbac k from every stage of the journey allows you to build a strong, all-encompassing view of what’s happening from those that are experiencing it.

Maybe there’s an issue with the customer sign-up experience, for example. Or maybe the number advertised to contact for a demo doesn’t work. Or maybe you have a customer service agent in need of coaching, who only makes the issue worse. By listening, you’ll understand your customers’ issues and be able to fix them at the source. That customer service agent, for example, may just feel disempowered and unsupported, and in need of the right tools to help them perform better. Fixing that will help to optimize a key stage in the customer journey.

The key is to listen at every stage, and we can do that by employing the right technology at the right customer journey stages.

Customer surveys, for instance, can help you understand what went wrong from the people who’re willing to provide that feedback, but conversational analytics and AI solutions can automatically build insights out of all the structured and unstructured conversational data your customers are creating every time they reach out, or tweet, or leave a review on a third party website.

3. Get personal

The other side of the ‘listening’ equation is that it’s worth remembering that each and every customer’s journey is different – so treating them with a blanket approach won’t necessarily make anything better for them.

The trick instead is to use the tools available to you to build out a personalized view of every customer journey, customer journey stage, and customer engagemen t, and find common solutions.

Qualtrics Experience iD , for example, is an intelligent system that builds customer profiles that are unique to them and can identify through AI, natural language processing , and past interactions what’s not working – and what needs fixing.

On an individual basis, that will help turn each customer into an advocate. But as a whole, you’ll learn about experience gaps that are common to many journeys.

Listening to and understanding the customer experience at each customer journey stage is key to ensuring customers are satisfied and remain loyal on a huge scale.

It’s how you create 1:1 experiences, because, while an issue for one person might be an issue for many others, by fixing it quickly you can minimize the impact it might have on future customers who’re right at the start of their journey.

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Related resources

Customer Journey

Buyer's Journey 16 min read

Customer journey analytics 13 min read, how to create a customer journey map 22 min read, b2b customer journey 13 min read, customer interactions 11 min read, consumer decision journey 14 min read, customer journey orchestration 12 min read, request demo.

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UX Customer Journey — How to Map Out User Experience

Customer journey maps are effective visualizations that help organizations understand their customers and create better experiences. Product teams use these journey maps during the design process to solve usability issues, streamline user experiences, and identify opportunities that help the organization achieve its business goals.

Creating customer journey maps requires research, collaboration, the right tools, and an appropriate visualization format. Luckily, there are plenty of tools to streamline journey mapping, which we cover later in this article.

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What is a UX Customer Journey?

A customer journey represents the steps customers go through when interacting with a product, service, or business process. Companies use journey maps to visualize this end-to-end process and identify customer needs across multiple touchpoints.

User journey map vs. customer journey map

While the theory and application are similar, there is a slight difference between a user journey map and a customer journey map:

• User journey map : A visual representation of the steps to complete a specific task or goal.
• Customer journey map : A broader view of the entire customer experience across multiple touchpoints, including all the interactions with an organization.

Benefits of mapping the customer journey

Mapping customer journeys offer many benefits for organizations and teams, notably improving user experience and customer satisfaction by identifying pain points and opportunities.

Some key benefits of customer journey maps include:

• Enhanced customer understanding: helps organizations gain insights about their target audience’s needs, preferences, motivations, and pain points by visualizing the experience from the customer’s point of view.
• Pinpoint issues and opportunities: allows teams to identify which steps cause difficulty or frustration for customers. Conversely, the organization can find areas for improvement and innovation.
• Streamlined and consistent experiences: organizations can identify and fix inconsistencies and gaps across multiple touchpoints, creating a more cohesive and consistent user experience.
• Improve customer satisfaction and loyalty: by streamlining and optimizing product processes, organizations improve customer satisfaction leading to increased loyalty, recommendations, and growth.
• Informed decision-making: journey maps help teams across the organization make decisions about design, development, marketing, etc. Many organizations use these visualizations to prioritize features, updates, and investments.
• Cross-functional collaboration: customer journey maps allow organizations to visualize how customers pass through each department, creating opportunities for teams to collaborate and find ways to improve the customer experience at each touchpoint–UX design, marketing, customer support, social media, etc.
• Creating benchmarks and continuous evaluation: organizations can use customer journey maps to evaluate projects and how products evolve and improve with releases.

Customer Personas – The Foundation for Customer Journey Maps

A user persona (customer persona) is UX research artifact design teams use as a fictional representation of a user group, including their demographics, behaviors, goals, and pain points.

These user personas are the foundation for customer journey maps because they provide the framework for understanding how different types of users engage with the organization and its products.

For example, if a company is designing a fitness app, the research team might create personas for three primary user groups:

• Yoga practitioners

These three user personas will have different needs, priorities, goals, challenges, and ambitions. Their interactions with your brand and how they enter customer journeys will also differ.

Incorporating personas into the customer journey

User personas give designers a start and end goal for customer journey maps. They can use the persona’s behavioral patterns to highlight how these users interact with a product or service and tailor content that meets their needs.

Returning to our fitness app example above: Researchers learn that yoga users prefer to use the desktop application at home, while gym-goers use the mobile app in their local gym. The runners view their daily running program on a mobile device before their run and don’t view the app again until they return.

The customer journey maps for these three users will look completely different, each with varying steps, challenges, and goals.

This example demonstrates how customer journeys for each persona vary and the importance of separately acknowledging each group’s needs, behaviors, challenges, and goals.

Stages of a Customer Journey

There are several key stages of a customer journey:

• Awareness: the moment someone becomes aware of your brand through social media, paid ads, word-of-mouth, etc.
• Consideration: customers research your product and compare it to others by reading reviews, comparing prices, and evaluating features.
• Onboarding: once customers decide to use your product, they set up an account and learn to use its features . If your product uses a freemium model, these people may be users before converting to paying customers.
• Engagement: customers regularly use and engage with your product, its features, and its content. During engagement , they often upgrade to paid services and make purchases.
• Support: customers may require support during their journey. Organizations must answer questions (customer service, docs, etc.), identify ways to streamline experiences, and reduce support queries.
• Retention & loyalty: when customers have positive engagement and support experiences, they will continue using the product and recommend it to others.

Touchpoints and Channels

Touchpoints and channels are points of interaction between a brand and its customers.

Touchpoints

Touchpoints are the interaction points between a customer and a brand, including physical, digital, and emotional. Some touchpoint examples include paid ads, social media posts, customer service interactions, and product experiences.

Channels are the mediums or platforms delivering these touchpoints–for example, social media platforms (Facebook, Instagram, Twitter, etc.), email marketing, ad channels (Google Ads vs. Facebook Ads), digital products, and physical locations (stores, service centers, events, etc.).

Organizations map these touchpoints and channels to identify areas for improvement and optimize the customer experience.

Emotions, Motivations, and Pain Points

Understanding a user’s emotions, motivations, and pain points throughout the customer journey is crucial, as these elements drive user actions and decision-making.

Here is a rough outline of how these core user elements relate to each other:

• Emotions: The feelings people experience at each stage of the customer journey, including excitement, happiness, frustration, disappointment, and anger. Designers use empathy maps to visualize these emotions across the customer journey. 
• Motivations: The reasons why people take action at different stages of the customer journey.
• Pain points: The challenges or obstacles customers experience during a customer journey.

By identifying these factors at each stage of the customer journey map, product teams can create solutions to reduce and mitigate problems while streamlining customer experiences.

Creating a Customer Journey Map

Select the appropriate format and tools for your journey map

The format and tools required for your journey map will depend on its complexity, level of detail, and available resources. Here are some tips:

• Consider your audience: who is the journey map for, and what are their needs? Do you need a high-level overview or a detailed step-by-step analysis?
• Choose a format: the level of detail will dictate the structure and medium of your journey map, including flowcharts, diagrams, infographics, and spreadsheets.
• Use tools: there are many tools for creating and sharing high-quality journey maps, including Lucidchart, UXPressia , Canva, Miro, Mural, and design tools.
• Find collaborators: identify teams, stakeholders , and departments that can offer insights and different perspectives about your customers to make journey maps as accurate and relevant as possible.

Collect and incorporate data from various sources

• List the touchpoints and channels customers will have with your brand for the specific journey, including website, social media channels, customer service, etc.
• Gather research data from customer surveys, user research, user interviews, analytics (product, social media, etc.), and other relevant sources.
• Analyze the data to identify patterns, trends, and behavior . The key is to find common customer pain points and friction across the journey.
• Create a visual representation of your customer journey, illustrating touchpoints and interactions and noting customer emotions, motivations, and pain points at each stage.

Visualize the customer journey in a clear and engaging way

Use your research to create a visualization of your customer journey. Start by sketching the journey and touchpoints or create a simple flow diagram mapping each step.

We recommend using customer journey map templates from Mural , UXPressia , or Miro to streamline the process and produce beautiful visualizations to share with your organization. You can even use a free whiteboard tool like Google Jamboard or create your journey map in a spreadsheet.

Recommended reading from UXPressia: Customer Journey Mapping Mistakes and How to Avoid Them .

Customer Journey Map Examples of Templates

Here are some customer journey map examples of templates that you may use at work or as an inspiration for your own visualizations.

Design, Prototype, and Test Customer Experiences with UXPin

Prototyping and testing are crucial for iterating and evolving customer experiences. Designers must assess various user experiences within a customer journey to ensure they’re free of roadblocks, usability issues, and friction.

Product design teams can use UXPin’s advanced features to build prototypes that accurately replicate the final product experience. These interactive prototypes give designers meaningful, actionable feedback from usability participants and stakeholders to iterate and improve. Create beautiful, intuitive product experiences your customers will love with UXPin. Sign up for a free trial .

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by UXPin on 17th April, 2023

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User Experience at Harvard

• User Experience: Designing for the User Journey

Presentation Date: 

Location: , presentation slides: .

This presentation was given at the Harvard IT Summit on June 8, 2017. It was divided into 3 parts:  Defining User Experience at Harvard , presented by Dorian Freeman;  User Experience Principles , presented by Mike Lawrence;  Learning About User Journeys , presented by Vittorio Bucchieri.

Full content of the presentation:

Users interact with products and services across numerous channels and devices, and each step in their journey could elicit a different perception. These multiple touch points can often present complex challenges for optimizing the user experience. We're going to do our best to break that down for you a little bit, first, by defining UX at Harvard, then, we'll present the set of principles defined by the Enterprise Architecture group, and finally, we will provide an overview of the user journey method and how it is being used to study how Harvard faculty use technology.

Defining User Experience at Harvard

One of the goals behind creating and offering the IT Academy User Experience Foundations course is to get everyone on the same page as regards to language, definitions, processes, and methodologies. So first off, what is user experience? How do we define it? More specifically, how do we define it here at Harvard? 

If you search for the phrase "User Experience definition", you’ll come up with hundreds of  results. You may even find this website ,  which lists 27 definitions of UX, provided by experts in the field. These are different, inconsistent and non-standardized definitions of the very same term. 

“The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.”

Let’s put this into context of a Harvard example:

“The extent to which a product can be used by specified users to achieve specified goals with effectiveness , efficiency and satisfaction in a specified context of use .”

• The product : HarvardKey 
• The user : Student 
• The goal : Set up 2-step authentication
• Effectiveness : Success at completing the task 
• Efficiency : Completed in 2 minutes or less 
• Satisfaction : Student is happy at task completion 
• Context of use : Registering for a course 

These things are all measurable and quantifiable.  You can do usability tests to see how many people accomplished setting up 2 step authentication, and measure time on task to see if it took two minutes or less. You can measure satisfaction by talking to them. 

--So why isn't this definition of usability enough for us?

User Experience Encompasses the Entire User Journey

It is more than just usability. We talk about user experience  as being the end to end experience, or the journey people take, from before they touch our applications or websites to well after they have left. It encompasses many qualitative measures, such as credibility, value, findability, usefulness, cross-device compatibility, accessibility, even delight. So we've made an effort to create our own definition for the User Experience Foundations class:

"The totality of an end-user’s perceptions as they interact with a product or service, across all channels and devices, for all users."

Here at Harvard our main focus is on usability , accessibility (again, making sure that everyone can use our products and services), and mobility (cross-device compatibility). We consider:

• Perceptions (how difficult or easy do people  perceive your product or service to be?) 
• Product (websites, applications)
• Service (typically how you support your products and services, such as help desk, training, documentation)  
• Channels (email, web, text messages, voice)- before, during and after using the system
• Devices (desktop, laptop, phone, tablet, refrigerator, tv, homepod) (mobility)
• All users (students, faculty, staff) regardless of physical or other limitations (accessibility) 

So how do we make sure we are providing a good user experience in the products and services we provide?  Fortunately the Enterprise architecture group has come up with a set of principles you can use to guide you in creating a great user journey.

User Experience Principles

Enterprise Architecture at Harvard is a University-wide effort to develop a shared technology vision in support of academic, research, and administrative computing. The vision for Enterprise Architecture is to articulate and drive to common solutions, standards, and opportunities for alignment in order to reduce IT complexity and cost across the University and enable local innovation. One of the ways to reduce complexity and cost is to deliver systems that allow everyone to do their jobs with effectiveness, efficiency, and satisfaction… and thereby enhancing their user journey. Now some of you may be thinking, “How does User Experience fit into the Enterprise Architecture world?” 

We have this architecture stack , and each layer in the stack, including User Experience, has a defined set of principles. There is a statement and a description for every principle. And ultimately, when this work in progress is completed, there will be standards and resources also defined for each principle. 

The UX Principles are listed on the Enterprise Architecture website to use as guidance when creating your interaction designs. 

• Optimize for the entire user journey and experience What this means:  ensure that all touchpoints of the user journey are optimized for a great user experience across all channels and devices for all users.  As mentioned earlier, user experience is all about the user journey. And this journey typically has multiple touchpoints, sometimes referred to as “moments of truth” (IT Academy Service Mindset). To create a great user experience requires a commitment to ensure that all touchpoints are optimized across all channels, for all devices, for all users. Methods for optimizing the user journey: Interaction Design, Visual Design, Card Sorting, Prototyping, Content Authoring Artifacts: Design Specification, Prototypes, Process Flows  
• Incorporate user feedback throughout the process What this means:  continually test designs with users to ensure effectiveness, efficiency, and satisfaction. Test products with real users doing typical tasks. Observe how they interact with each touchpoint, capture the metrics (task completion, time on task, etc.), and measure their satisfaction. Methods for testing products: Usability Testing, Expert Reviews Artifacts: Evaluation Findings
• Ensure the accessibility and mobility of products What this means:  make interactive systems equally operable by all, regardless of circumstances or limitations, on all common devices (computer, laptop, tablet, phone). Methods for ensuring accessibility and mobility: Accessibility Inspections, Responsive Design Artifacts: Accessibility Inspection Findings

Again- user experience encompasses the entire journey, so here is some explanation of what a user journey is, as well as details on user journey mapping as a method. 

The User Journey Method

• The journey:  the word “journey” means “an instance of traveling from one place to another”. 
• The user and the product:  this user experience method is typically used to understand the relationship between a user and a product.
• The user’s goal : user journeys are the step by step journey that a user takes to reach their goal. This journey will often consist of a number of website pages and decision points that carry the user from one step to another. 
• The method:  the user journey is used to map out the journey that typical users might take to reach their goal. This journey is then redesigned to form an ‘ideal’ user journey with an optimal user experience. 
• The output is traditionally a flow diagram demonstrating each page and decision points made throughout the entire process.

Although user journeys are conventionally used for a specific, single product, our current user journey study focuses on how technology supports several activities and responsibilities, thought a period of time. 

• Journey map : a customer journey map is used when you know where you want to focus. By focusing on one specific journey (student’s effort of scheduling several classes within a term), we could learn instances of frustration and difficulty, and where to build a more efficient interface. Although very useful, this information could not represent other tasks conducted by students, such as course evaluation, feasible class literature, etc.
• Experience map : an experience map is used if you don’t know exactly where the problem is (increase the students’ engagement in campus life, improve their learning experience, etc.). How do you choose?

Journey Map Examples 

There are two main types of representation:

The classic timeline  (with horizontal or vertical reading), where touchpoints are located over a path timeline .  

The wheel layout , where interaction phases are more relevant than touch points, which are used mainly for reflecting the overall experience of a product or service. This structure is mainly defined by the Interaction phases .

A simple experience map only reflects one possible path during one scenario. For example,  Customer Journey Map through Red & White grocery store ,

while a complex experience map could encompass cross platform experiences or experiences occurring at different time sessions and scenarios. 

The Benefits of Using Journey Maps

• Demonstrating the vision for the project:  user journeys are very effective to communicate with stakeholders what you are trying to achieve. They show an example of the future state of your design. Along with personas, they can be one of the key outputs for the requirements gathering stage at the beginning of a project.
• Understand user behavior:  user journeys can help resolve how users interact with your system and what they expect from it.
• Identify possible functionality at a high level: understanding the users’ key tasks, helps to define the functional requirements that will enable those tasks .
• Define your taxonomy and interface: understanding the ‘flow’ of the various tasks that the user will want to undertake, helps to define the taxonomy that supports those tasks and the kind of interface the user will need to accomplish them.  (Taxonomy: The science of categorization, or classification, of things based on a predetermined system. In reference to websites and portals, a site taxonomy is the way it organizes its data into categories and subcategories, sometimes displayed in a site map.)

The Faculty Journey

Since  educational institutions are greatly affected by the academic year, the academic timeline drives most of their activities and responsibilities. Our primary users are faculty. The primary goal of the faculty journey research is to learn about the primary users of our technology and to find opportunities to support these users to be more effective at what they do.

The faculty journey research helps to learn about:

• Primary activities and responsibilities: faculty's engagements, milestones, deadlines
• Product adoption: adopted products to support their activities
• Product feedback: feedback on the usefulness of these products 
• Product opportunities: opportunities for defining more effective products and processes

Possible Journey Map Layout

Here is an example of what a faculty journey map COULD look like. The information shown here is just a mock up, NOT based on actual information. This diagram, or a variation of it, would clearly show the relationship between faculty activities and how technology supports them. Categorized information and details would be documented in a separate report. This information may reveal to us the reasons behind faculty’s adoption of  technology in the context of particular milestones, the usability of certain products, scalability needs, class needs and dynamics, learning goals, etc.

It's all about the user journey! We've presented:

• The shared definition of user experience, with the focus here at Harvard on usability, accessibility, and mobility and the concept of the entire user journey
• The four User Experience Principles to guide you in best practices
• An example of how you can use user journey mapping to gain a better understanding of your users

We encourage you to learn more about the:

• Enterprise Architecture initiatives
• Harvard User Experience group  / community of practice events and activities
• User testing facilities and services offered by the User Research Center
• Learning opportunities of the IT Academy UX Foundations class
• Courses and tutorials at the Harvard lyndaCampus
• Books available to you on Safari Books Online

Remember, you can also email us (links below) for questions, advice and guidance on user experience and user journeys.

_____________________

Presented by:

Dorian Freeman , User Experience Lead, Harvard University Information Technology Mike Lawrence , User Experience Architect, Harvard University Information Technology VIttorio Bucchieri , Senior User Experience Lead, Harvard University Information Technology

Recent Presentations

• Using Personas to Create Awesome Experiences
• Moderating Usability Studies

The UX Designer’s Guide To Critical User Journey Mapping

10 min read

What is a critical user journey? Why is it important in UX design ? And how do you create and use one?

If you Google “critical user journey” to find answers to these questions, you’ll come across dozens of user maps, but nothing concrete on how to map a critical user journey.

In this short guide, we’ll shed light on what a critical user journey is and how you can map one that improves your experience.

Let’s dive right in.

• A user journey is a path a user takes to reach their goal when using a particular product.
• A critical user journey is a UX tool that maps out the key interactions between users and a product.
• There are two types of critical user journeys: the high traffic critical journey and the high dollar critical journey.
• The high traffic critical journey is the most engaged path, while the high dollar critical journey is the revenue-generating journey path.
• The difference between the critical user journey maps and user experience journey maps is that the former prioritizes different aspects of a customer journey over others, while the latter monitors the overall customer experience across every touchpoint and channel.
• Define the journey stage you want to map and use the pirate metrics to track the customer lifecycle at every stage of the user journey .
• Consider splitting the customer journey map between different milestones to focus on smaller paths that need optimizing.
• Use UX analytics to find unhappy paths causing a drop-off in user engagement and optimize to put users on the right happy path .
• The happy path is an error-free path, describing each step the user must take and the ideal outcome.

Replace empty states with demo content or messages to prompt users to take action and start getting value from your product immediately.

• Add a progress bar to your onboarding checklist to help users stay motivated and enhance the experience.
• Leverage small guidance tooltips, or hotspots at the right moment, to highlight important features on your UI.
• Identify a successful user’s journey path and replicate it by creating engagement loops to motivate new users to walk through it uninterrupted.
• Use a simple onboarding checklist to keep users on the desired journey. Make it more fun by converting it into a game .
• Want to build product experiences code-free? Book a demo call with our team and get started!

What is a user journey?

A user journey is a path a user takes to reach their goal when using a particular website or app. It’s the series of interactions the user has across different touchpoints in order to achieve something.

UX designers depict this tool as a diagram called a user journey map , to illustrate how a user moves through the sales funnel and engages with your product, highlighting points of friction and suggesting improvements.

A typical user journey starts from the awareness stage to the “ Aha moment ”, down to the activation and then the adoption stage, after which they convert to premium users.

What is a critical user journey?

A critical user journey is a UX tool that maps out the key interactions between users and a product. In other words, it’s a process that helps you visualize and drive focus on the most important parts of the customer’s journey, which have a direct impact on revenue or retention.

Creating a critical user journey is helpful for product teams. It reveals bad UX designs , which could lead to the loss of paying customers .

Types of critical journeys you should be looking into

There are two types of critical journeys that you can identify with UX user journey analytics . Both types are important, but when you’re looking to optimize certain aspects of your product journey map , consider which is more critical for your business.

That is the one that should require your attention first.

High traffic critical journey

These are the paths that a lot of users take when using your product. For instance, when users engage with the core features like completing an order or interacting with support.

When a product feature has high engagement, it means users find it valuable.

Ultimately, this results in an increase in product adoption and helps you decide what features to include in your SaaS minimum viable or minimum lovable product (MVP or MLP).

High dollar critical journey

These are revenue-generating journey paths. As the name suggests, it is the journey that generates the highest revenue. It’s the path that takes a user from trial to paid, or from activation to retention .

Critical user journey map vs user experience journey map

Most people confuse the critical user journey map and the user experience journey map as the same. After all, they’re both journey maps, but they have their differences.

The difference between the critical user journey maps and user experience journey maps is that the former prioritizes different sections of a customer journey over others, while the latter monitors the overall customer experience across every touchpoint and channel.

The critical journey is connected to a business goal. It is more focused on traffic or money, so paying attention to these is crucial.

Meanwhile, the UX journey map is built to map the entire experience and look into reducing friction overall.

Why should you map your critical user journeys?

As discussed earlier, mapping a critical user journey reveals emerging patterns in the user experience of new users and existing customers. It also helps to:

• Improve user experience : By mapping user journeys, you can better understand the pain points of your target audience to design a personalized experience.
• Decrease churn: An optimized critical user journey reduces churn by identifying friction points that impede users from having a great experience.
• Increase customer loyalty: A good experience makes customers like your brand, leading to repeat business.
• Drive alignment across your team: A company that maps critical user journeys will have individual team members working towards achieving a common goal.

Steps to mapping the critical user journey

Many product teams map user journeys at the initial stage and call it “a night.”

Unfortunately, this approach is wrong.

This is because mapping a user journey is not a one-time thing; it should be optimized continuously in order to drive improved user experience and business growth.

Here are steps to map the critical user journey:

• Define the journey stage you want to map.
• Define the particular user journey to focus on.
• Determine the happy path flow.

Define the journey stage you want to map

To define the journey stage you want to map, we use pirate metrics . In summary, pirate metrics is a framework that helps product teams track how customers are advancing through the lifecycles by looking at each main stage in the user journey .

For example, you can choose to map your critical journey in:

• The acquisition stage: Here, you might be looking at the signup flow and how it can be designed to create a frictionless experience.
• The activation stage: Here, you might be looking at improving the flow to the activation point.
• The adoption stage: Here, you might be monitoring the flow of feature engagement to product adoption .
• The retention stage: You might be looking at the flow for subscription renewal and upgrade at the retention stage.
• The revenue stage: This is where users spend more money on your product, including upgrading and adding add-ons.
• The referral stage: When users get to this stage, they become advocates for your product so you might be interested in driving word of mouth.

Define the particular user journey to focus on

If the customer journey has multiple touchpoints, consider splitting them up and focusing on smaller paths.

A user journey is difficult to understand, but when you break it down into smaller bits, you have a zoomed-in view that’s easier to read.

Start with the goal of the journey you are mapping.

Ask questions like: what milestones does the user need to reach? What is the path the user takes to get there? For instance, you could choose to focus on the initial “AHA moment” or secondary feature activation.

Whichever it is, this is the flow you will be mapping in detail.

Determine the happy path flow

The happy path is an error-free path, describing each step the user must take and the ideal outcome. Mapping this path for the journey you decided to optimize will reveal friction points and gives insight into exactly what actions can be improved.

Use different UX analytics to understand how users are engaging with your product and identify areas where they are not staying on the path. When you find these unhappy paths , use them to optimize the UX by keeping users from getting on them, to begin with.

How to optimize critical user journeys using user research data

Now that you have your critical journey path mapped, it’s time to optimize it. Whether this is a traffic or revenue path, you need to focus on identifying friction points and removing them to optimize the journey.

Here’s how to do it.

Use UX analytics to identify friction points

UX analytics gathers data on user behavior, helps you spot friction points, and gives you insights into potential solutions. With these metrics, it’s easy for product teams to focus on creating the right experience that meets user expectations while also increasing customer satisfaction.

What metrics should you track?

Feature usage analytics

Use feature tagging to understand which features customers use most and which features are neglected.

If engagement with specific features is an important point on the critical path, you should look into implementing different in-app engagement experiences meant to drive feature discovery and engagement.

Heatmaps analytics

Use heatmaps to identify what’s dragging customer attention on the UI and what’s being ignored. Pair this with screen recordings to get deeper insights. Then, analyze the ignored places and make changes to improve conversion rate optimization.

Heatmaps also help uncover bugs that might be stopping users from engaging with the product.

Funnel analytics

Funnel analytics help you visualize how a user flows through a buying journey. With funnel analytics, you can set up custom events to monitor different types of user interactions and figure out what steps cause friction.

Then optimize these specific steps to prevent churn.

Improve user interface feedback at critical points

The critical point in UX is the most delicate path where users make decisions. For instance, a critical point for any SaaS would be when a user fills in their payment details, wanting to upgrade to a paid subscription.

At this stage, a bad UX can turn them away.

By improving the user interface (UI) at critical points, you encourage users to complete their actions flawlessly.

Here’s how to do that:

Use empty states to provide guidance

Notion does this by using empty states as a chance to showcase several functionalities and engage new users. This helps them use the product to its full potential instead of staring at a blank page and eventually churning.

Use a progress bar

Introduce a progress bar into your onboarding checklist or signup flow. A progress bar helps users stay motivated and keep going as they can clearly see how far they are from achieving their goal.

It’s in human nature to finish a task when you know how much is still left.

Contextual guidance through UI feedback

UI feedback refers to short messages, prompts, UI color changes, and all the other elements that interact with the user in real-time as they engage with your product’s UI.

An example is when you click on a button and something happens, such as a message is displayed, a progress bar shows up, a new page is loaded, a notification about an error, etc.

By using small guidance tooltips or hotspots at the right moment, you help users interact with the product without friction and set the right user expectations.

Leverage these UI patterns to highlight important features while users ”walk” through your UI at their own pace.

Here’s an example from Slack. They use introductory tooltips to explain the main parts of their UI and show users where they can start.

Replicate successful user’s journey path

Analyze the paths and behavior of your most engaged users to determine the golden path. To put it simply, the golden path is described as important steps users must take to get the most value from their experience.

You can use segmentation to create user segments and understand how they are getting value from the product.

When you know your golden path, encourage the rest of your users to take the same path with in-app guidance.

Do this by creating engagement loops around these actions to motivate new users to walk through the entire path uninterrupted.

Use checklists to keep users on the desired journey

Since we have identified the ideal critical user journey, we can use checklists to keep them on the desired path so that they don’t take “unhappy” paths and end up churning.

Keep your onboarding checklist simple by breaking it down into mini-tasks. Include a progress bar to keep users motivated, or make it fun and convert it into a game .

Critical user journey mapping is a valuable tool that will help you structure the user experience of your product into a cohesive story that flows naturally from beginning to end.

More often than not, a product that lacks this sense of direction will struggle to engage users and retain their loyalty over time.

Want to build product experiences code-free? Book a Userpilot demo call with our team and get started!

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User Experience Optimization Guide For SaaS: Steps and Techniques

What is CX?

You might have an intuitive sense of what separates good CX, or customer experience, from bad. Imagine, say, you want a latte. When you visit the coffee shop, are staff members attentive? If you are a regular, do they greet you by your name? Was the store designed intuitively? Do they take your order promptly and hand you your cup with a smile? If you have a problem, is it promptly resolved, or is someone sent to help you? Do they proactively reach out to understand your overall experience?

All of those questions touch on elements of customer experience. The four components of CX are brand, product, price, and service.

Basically, CX refers to everything an organization does to deliver superior experiences, value, and growth for customers. And it’s crucial in an age when how a business delivers for its customers is just as important as—if not more important than—the products and services it provides. In a digital world, where customers review and share their experiences with a company in public forums, it has become vital for companies to connect with customers across their journeys at an emotional level. Not only is customer experience the right thing to do for customers but it also results in 3x returns to shareholders .

The COVID-19 pandemic was a test of how to connect with customers in times of crisis . And many did surprisingly well in providing good CX, for instance, by swiftly reorienting their efforts to meet customers’ primary needs with respect to safety, security, and everyday convenience. Take, for example, e-commerce companies and food delivery services that developed methods of contactless delivery to keep customers and drivers safe as the virus spread.

This article offers a brief overview of customer experience-related topics and answers questions such as:

What are customer journeys?

How to measure customer experience, what is the consumer decision journey, what is customer care, how to improve customer experience.

A customer journey  describes the customer’s end-to-end experience, as opposed to their satisfaction at various individual transactions or touchpoints. These can include many things that occur before, during, or after the customer experiences a given product or service. Examples of customer journeys include bringing a new customer on board, resolving a technical issue, or upgrading a product.

Consider onboarding a new customer. At one company , this process took about three months and on average entailed nine phone calls, a technician visit, and interactions via both the web and mail. While there was a 90 percent chance, at any given touchpoint, of the interaction going well, average customer satisfaction fell nearly 40 percent over the course of the journey. More important than solving issues at the level of individual touchpoints was to reimagine the approach to service operations  around the most crucial CX journeys.

Attending to full customer journeys instead of touchpoints can drive stronger business outcomes. For instance, a McKinsey survey  found that customer satisfaction with health insurance is 73 percent more likely when the entire journey works well than when only touchpoints do. Looking to the hospitality industry, customers of hotels that get the entire customer journey right may be 61 percent more willing to recommend those hotels than customers of hotels that just focus on touchpoints.

If your company is looking to reinvigorate its customer experience, three efforts can help you move from touchpoints to journeys :

• Observe. Put yourself in your customers’ shoes: What do they see? This can help organize and mobilize employees around customer needs. In addition to identifying and understanding the customer’s journey, you’ll need to quantify what matters to customers and define a clear aspiration and common purpose.
• Shape. When you design customer experiences, interactions must be reshaped into different sequences. Even if your effort starts small, it can swiftly become much larger and entail the digitization of processes, the reorientation of company culture, and nimble refinements in the field.
• Perform. Making the transition to prioritize journeys can be a journey in itself that takes years and requires deep engagement from everyone in the company, from corporate leaders right down to the front line.

Learn more about our Growth, Marketing & Sales  and Operations  practices.

You might have a hard time imagining how you measure something as ephemeral as the magic your company creates for customers. But it can be done. Best practice calls for three guiding principles to help optimize customer-experience measurement :

• Measure the customer experience at the journey level, rather than at the level of touchpoints or overall satisfaction.
• Invest in hardwired technology that captures feedback on a daily basis from multiple channels, integrating survey results and other data into comprehensive dashboards.
• Cultivate a mindset of continuous improvement at all levels.

Depending on the level of CX adoption within an organization, consider the power of predicting CX , which can help you stay ahead of customer churn and dissatisfaction. Why? Survey-based systems alone don’t necessarily meet the needs of today’s companies; they’re limited, reactive, ambiguous, and unfocused. Predictive customer insight may unlock more powerful insights to improve customer experiences.

The consumer decision journey  (CDJ) is a reconceptualization of the traditional marketing funnel. In this approach, the way customers make decisions is framed as a circular process involving four phases where customers can be gained or lost:

• initial consideration
• active evaluation, or the process of researching potential purchases
• closure, when consumers buy brands
• postpurchase, when consumers experience those brands

And conceptions of the consumer decision journey continue to evolve , especially in light of the new technologies and capabilities available to consumers. Today, it is important for brands not only to react to customers but also to actively shape their decision journeys. This may mean compressing or even eliminating the consideration and evaluation phases to drive competitive advantage . To foster an accelerated customer loyalty journey , four distinct but interconnected capabilities are crucial:

• Automation can be used to streamline the customer journey (for example, being able to snap a photo of a check and deposit it via your bank’s app rather than physically visiting a bank branch).
• Proactive personalization uses a customer’s information to instantly customize CX.
• Contextual interaction uses knowledge about where a customer is in a journey to deliver them to the next set of interactions.
• Journey innovation finds new sources of value, such as new services, for both the customer and the brand. This involves companies mining their data and insights about customers to figure out what other services they might appreciate. The best companies also design customer decision journeys that allow open-ended testing and frequent prototyping of new services or features.

Learn more about our Growth, Marketing & Sales  practice.

Introducing McKinsey Explainers : Direct answers to complex questions

Customer care generally happens within contact-center operations. These are sometimes referred to as call centers, and people working at these organizations support customers throughout their journeys with a company’s products or services—no matter where customers need help (in-store, online, via mobile apps, etcetera). This is as all part of providing an omnichannel customer experience. Contact centers play an important role in customer care, and a forward-looking vision for these centers could entail hyperpersonalization to meet customers’ expectations  in a way that’s both strategic and experience oriented.

How has COVID-19 changed customer experience?

COVID-19 changed customer experience in several ways. Many companies needed to shift the ways they worked with customers, for example, by providing alternative digital experiences when it was not safe for physical stores to be open. More broadly, how your company interacted with customers throughout the pandemic may have triggered an immediate and lingering effect on customers’ sense of trust and loyalty. In times of crisis, meeting customer needs with empathy, care, concern, and connection is important. It can help frame short-term responses, build longer-term resilience, and prepare for success after a crisis passes by keeping a pulse on how preferences are changing in real time. And it’s worth noting that more than three-quarters of consumers changed their buying habits  during the pandemic—and in addition to value and convenience, purpose also drives shopping decisions.

What does digital customer experience mean?

Digital customer experience refers to elements of the experience that happen online or with the support of digital and analytics. This can facilitate interactions that are holistic, predictive, prioritized, and focused on value.

Consider the example of a leading airline that built a machine-learning system to track and prioritize customers  who might choose a different carrier because they experienced multiple flight delays or other issues. The system, built in three months, drove an 800 percent increase in customer satisfaction and also reduced churn for priority customers by 60 percent.

When it comes to digital customer experience, companies are increasingly aiming to transition to predictive insights that could represent the future of CX . Some CX leaders are pushing on predictive CX platforms, which consist of three key elements:

• a customer-level data lake, with customer, financial, and operational data to develop a rigorous understanding of customer experiences
• predictive customer scores using analytics that track what’s influencing customer satisfaction and business performance
• an action and insight engine that’s shared with a broad set of employees, via tools such as customer-relationship-management platforms, through an API layer

These platforms can play a powerful role in linking CX to value and building clear business cases to improve CX. Of course, companies must stay attuned to customers and the privacy imperative . And it will also be crucial to build security into the digital customer experience .

Learn more about our Growth, Marketing & Sales , Digital McKinsey , and Risk & Resilience  practices.

What about customer experience and loyalty?

If you offer a good CX, chances are your customers will be loyal to you or your brand. But that doesn’t happen without real effort. “Consumers are changing, and consumer trends are driving this,” says former McKinsey partner Jess Huang on the new generation of customer loyalty programs . “With the move to digital over the last ten years, consumers are spending more and more time on their phones and various digital channels. This makes it much easier to access the consumer, but there is also a lot more noise. Brands are trying to figure out the right way to break through that noise and develop a relationship with the consumer.”

Loyalty programs are vital to doing so, but two-thirds of them fail to deliver. Focusing on eight elements  can help your loyalty programs perform better:

• Don’t be afraid to offer customers incentives to redeem their loyalty points.
• Consider the customer segments where there’s “breakage” (people whose points expire), and think about potential opportunities for improvement.
• Enlist strategic partners to enhance offers and rewards.
• Offer points-plus-cash options.
• Measure success based on engagement, not just accruals.
• Segment customers into groups you can handle.
• Personalize test-and-learn across customer segments.
• Create a standard P&L to accurately measure the incremental impact of loyalty programs.

Is customer experience the same in B2B and B2C contexts?

Much of CX in B2B isn’t the same as in B2C. Here’s why :

• relationships often go deeper in B2B
• longer, more complex B2B journeys involve more individuals
• customization is more widespread in B2B than B2C
• the stakes are usually higher in B2B deals, as individual B2B customer relationships are often worth millions of dollars

Nevertheless, more B2B customers say they would like a better customer experience—one that is more  like those of B2C customers. And in complex B2B sectors like industrial services—think aftermarket service contracts  for jet engines, industrial robots, or utility-transmission equipment— better customer experience is increasingly critical for growth . In a survey of 1,000 B2B decision makers, lack of speed in interactions with their suppliers emerged as the number-one “pain point” and was mentioned twice as often as price.

Keeping a finger on the B2B pulse can help you understand and respond to emerging B2B customer needs , especially in light of the shift to omnichannel . Adjusting your approach for the mix of traditional, remote, and self-service sales channels is increasingly important—and 94 percent of B2B decision makers  say new omnichannel sales model are as effective or more effective than prepandemic sales models. For even more, here’s a case study  of how a B2B organization in China became more customer-centric.

How do different industries approach customer experience?

Because customer needs and expectations vary by context, different industries may approach CX in different ways. Here are just a few examples of how industries grapple with the issues:

• Automotive. Car companies are putting customer experience in the driver’s seat —whereas manufacturers once competed on their engineering capabilities, CX is now a true differentiator, and customer-centric innovation is crucial.
• Travel. The COVID-19 pandemic turned travel upside down, and travelers’ customer experience is emerging as a challenge during the recovery. Doing better could entail aiming higher on experience, understanding customers more deeply, and moving faster operationally.
• Retail. Retail and consumer CX likely needs to account for a variety of omnichannel operational considerations . Retailers also need to stay attuned to the rise of the inclusive consumer  and make adjustments to serve their needs. And preparing for the future of shopping , where technology is everywhere, will also be important.
• Banking. CX transformation in banking  can pay off by delighting customers and, in turn, delivering revenue and cost improvements for banks themselves. And in regions like Asia–Pacific, digital innovation in banking offers some insight on whether or how banks should rethink customer engagement . Keeping up with customer trends can also unearth new opportunities, for instance, as we’ve seen with buy now, pay later  financing models. Fintech players may be on the vanguard when it comes to taking the friction out of financial services  for customers.
• Insurance. Many insurers have invested heavily  in digitizing customer journeys and processes to improve the experience. A user-first, omnichannel approach could rely on the availability of online purchasing capabilities, the ease of navigating online journeys, and seamless integration of sales support and advice. The rise of insurtechs  has also helped the industry address some customer pain points.
• Healthcare. In coming months and years, “Care at Home” could reshape the way health systems deliver patient-centered care . The rise of telehealth could also affect CX in healthcare . Focusing on whole-person care  could improve outcomes for patients with behavioral-health conditions. Monitoring healthcare consumer insights  will remain important, and providing compassionate, personalized care  can benefit both patients and healthcare organizations.
• Utilities. Transforming CX in utilities  helps customers and can allow utilities themselves to drive out costs. Self-service and digital channels are crucial in this context.
• Government. Prioritizing and improving customer experience in government  can offer big benefits for customers. It can also give employees greater purpose—and improve agencies’ reputations.
• Service businesses. Are customers of industrial-services businesses happy? The bar is rising, but for industrial OEM customer experience , organizations will need to better understand what customers want and need.

What are the differences between customer experience and employee experience?

While the design thinking that transformed customer experience is now also transforming employee experience (EX) , there are some differences between the two:

• A customer journey is often a lot quicker than an employee journey. It might take months or even up to a year for employers to hire a new employee. That’s a lot longer than most customer journeys.
• Many employers’ interactions with their employees continue to be top-down instead of being a constant, two-way iterative process—as successful customer journeys have become. For instance, while many companies are exploring hybrid work options, others are considering a full return to the office, even though many of their employees would prefer to continue working from home.

But happy employees are crucial to providing good CX—meaning that CX and EX are related. In that regard, improving employee experience in service of building a customer-centric culture  can have a powerful effect. Just consider how much mindsets matter here: some employees, for instance, might think, “I’m not involved in asking for customer feedback.” But in a customer-centric culture, reframing that so employees feel empowered to create opportunities to ask for customer feedback can pay dividends.

Learn more about our Growth, Marketing & Sales , People & Organizational Performance , and  Operations  practices.

Three building blocks are essential in transforming or improving customer experience  throughout your organization:

• Build aspiration and purpose. A clearly defined CX aspiration should deliver on your company’s purpose and brand promise. Have you developed a customer-centric vision and aspiration, linked it to value, and translated it into a concrete road map?
• Transform the business. Here’s where you discover customer needs, design solutions, and deliver impact, whether that’s via customer journeys, products, services, or business models.
• Enable the transformation. After introducing a new experience for customers, your company needs to consider how to sustain its efforts. This involves transforming employee mindsets; building capabilities; stepping up on technology, data, and analytics; establishing cross-functional governance and an agile operating model; and deploying systems to measure and manage performance.

Improving customer experience can make a big difference. In over a decade of helping more than 900 companies design and implement enterprise-wide CX programs, approaches that rest on these building blocks  have delivered 15 to 20 percent boosts in sales conversion rates, 20 to 50 percent reductions in service costs, and 10 to 20 percent improvement in customer satisfaction.

It’s also important to stay attuned to customer experience pitfalls  so your organization can avoid them. These include failing to link CX to value, taking a narrow view of CX, and applying limited creativity; don’t miss the examples of how other organizations have sidestepped these issues in transforming CX.

For more in-depth exploration of these topics, see McKinsey’s Customer Experience  collection. Learn more about the Marketing & Sales , Operations , and McKinsey Digital  Practices, and check out customer experience–related job opportunities if you’re interested in working at McKinsey.

Articles referenced include:

• “ Six customer experience pitfalls to avoid ,” March 17, 2022, Itai Miller, Kevin Neher , Rens van den Broek, and Tom Wintering
• “ Next in loyalty: Eight levers to turn customers into fans ,” October 12, 2021, José Carluccio, Oren Eizenman, and Phyllis Rothschild
• “ This time it’s personal: Shaping the ‘new possible’ through employee experience ,” September 30, 2021, Jonathan Emmett, Asmus Komm , Stefan Moritz , and Friederike Schultz
• “ How to boost growth in industrial services: Better customer experience ,” July 28, 2021, Hugues Lavandier , Senthil Muthiah, Kevin Neher , Stephanie Trottier, and Hyo Yeon
• “ Prediction: The future of CX ,” February 24, 2021, Rachel Diebner, David Malfara, Kevin Neher , Mike Thompson, and Maxence Vancauwenberghe
• “ The three building blocks of successful customer-experience transformations ,” October 27, 2020, Victoria Bough , Ralph Breuer , Nicolas Maechler , and Kelly Ungerman
• “ The human touch at the center of customer-experience excellence ,” October 8, 2020, Alex Camp, Harald Fanderl , Nimish Jain , Bob Sternfels , and Ryter von Difloe
• “ The CEO guide to customer experience ,” McKinsey Quarterly , August 17, 2016, includes interviews with Alfonso Pulido , Ron Ritter, and Ewan Duncan
• “ The consumer decision journey ,” McKinsey Quarterly , June 1, 2009, David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik

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User journeys vs. user flows.

April 16, 2023 2023-04-16

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User journeys and user flows are both UX tools that capture how people accomplish goals with certain products or services. They share some similar traits. Both user journeys and user flows are:

• Used during design ideation or evaluation activities for the purpose of understanding and optimizing experience.
• Structured around a user goal and examined from the perspective of the user or customer (not a company or product).
• Captured and communicated via UX- mapping methods .

Their main distinction, however, is the level of detail and focus for each: User journeys describe a user’s holistic, high-level experience across channels and over time. User flows zoom in to describe a set of specific, discrete interactions that make up a common user pathway through a product.

In This Article:

What is a user journey, what is a user flow, combining user journeys and user flows, comparison: user journeys vs. user flows.

User journey: (Or customer journey) A scenario-based sequence of the steps that a user takes in order to accomplish a high-level goal with a company or product, usually across channels and over time.

The underlying goal of a user journey is high-level. Describing the journey will involve understanding the experience of a user across many points of interaction, because, in a journey, users might use with multiple channels or sources of information.

Consider a new-patient journey as an example. For any person finding and evaluating a new doctor, there will be many touchpoints  over a long time (days, weeks, or months): researching information on the practice’s website, calling to schedule an appointment, receiving email communications, visiting the physical office, accessing information in a patient portal, and following up via phone if necessary.  

Because of the complexity of the journey, contextualizing these actions with information about users’ emotions and thoughts can be useful for analyzing and optimizing the experience.

Journey maps are a common artifact for visualizing journeys, as they are narrative and descriptive. Effective journey maps don’t just relay the steps taken to achieve a goal; they tell a user-centered story about the process.

The best research methods for journey mapping are usually context methods , such as field studies and diary studies , which uncover longer-term user goals and behaviors in the moment. These methods can be combined with user interviews to uncover first-hand frustrations and needs.

Definition: A user flow is a set of interactions that describe the typical or ideal set of steps needed to accomplish a common task performed with a product.

Compared to a user journey, the underlying goal of a user flow is much more granular, and the focus is narrowed to a specific objective within one product.

Some appropriate goals to capture in user flows might be: purchasing a tennis racket on a sporting goods site, signing up for email updates on a credit-score-monitoring application, or updating a profile picture on a company’s intranet. These goals can be accomplished in the short-term (minutes or hours, at the most), and with a relatively limited set of interactions.

User flows can be represented with artifacts such as low-fidelity wireflows , simple flow charts, or task diagrams. These maps capture key user steps and system responses; they do not contextualize the process with emotions and thoughts like a journey map does.

The best research method for obtaining the data to map user flows is usability testing , which allows us to watch users interacting directly with the product in directed scenarios. As with user journeys, tools that capture analytics (e.g., click heatmaps) are a useful secondary source of insights.

It’s often useful to capture both user journeys and user flows and combine them to understand both macro- and micro-level views of experience. User flows can be thought of as a deep dive into specific areas of the high-level user journey.

For example, let’s go back to the high-level activities that make up the new-patient journey described earlier. Some of those activities entail using digital products (e.g., researching information on the practice website, accessing results in the patient portal). By documenting the associated user flows for these goals, we could further understand the micro-level experience in context of the greater journey.

Unfortunately, most teams do not have systematic processes in place to connect these views, due to gaps in internal team structures, lack of holistic measurement programs, or plain lack of capacity and competency to do the work.

The main differences between user journeys and user flows are captured in the table below:

To determine whether a user journey or a user flow is best for your specific context, consider the following questions:

• Does your user process involve more than one channel or more than one, known product (e.g., your company’s website)? User journeys are best for capturing activities dispersed over multiple channels; user flows are well-suited for interactions within one product.
• Can users generally accomplish the goal in minutes or hours, at the most, or will they need to complete activities over days, weeks, or months? User journeys are better for communicating activities over longer periods of time; user flows are better for relatively short-term goals.
• Will it be critical to understand not only the actions but the emotions and thoughts of users across more complex decision-making? User journeys capture those; user flows are limited to sequences of steps, with no additional information about users’ emotional states.

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Understanding Mobile App’s User Journey and Why It Matters to App Developers

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Making your app users complete an action that adds to your end goal is becoming increasingly difficult. The reason being, if they don’t associate with it, they would rather switch apps than do what you expect of them. In this post, we’re going to share how you should analyze the entire user journey to improve the user experience and get more conversions.

“How do you get your users to do what you want them to on your app?”  

This is one question that has been haunting app marketers forever, and we totally relate. You ask users to sign up after a download and they leave the app. You recommend a purchase to them and they abandon the app to look for an alternative. Basically, if there’s anything you want them to do – it’s rarely going to happen.

That’s where the importance of a user journey comes in.

What Is a User Journey?

A user journey is defined as a series of steps that represent how you want users to interact with your app. It involves the analysis of how users are interacting with the app to identify the weakest points in the path to conversion.

It could be hesitance in making an in-app purchase, trying out a new feature, or simply not being able to understand how to use one. Mapping the user journey from the time of download and their first session is important for your app’s growth.

What Are the Stages of App User Journey?

Here are the core steps of an effective user journey that maps the user activity from discovery to purchase.

App discovery / App awareness

Hundreds of apps appear in the app stores on Android and iOS every day. App developers need to focus on app store optimization on priority and create referral marketing campaigns that encourage the users to share the app in their circles.

App download / User acquisition

This stage in a user journey looks into what made a user download the app after discovery. Is it because there were no other options available to them, the reviews of the app, what the app had to offer, or any other reason?

Knowing the motive and the source behind an app download is important for marketers to optimize their  user acquisition strategies . When you know what people are looking for, why, and how you can offer the same to them, you can personalize your marketing campaigns better. The higher the level of your personalization, the greater the conversion rates.

App developers also need to establish their brand names in the target market. They must maximize their online presence across social and other digital channels, get their apps featured on media sites popular with their users, and make sure that their potential users see the app’s value.

App onboarding / App exploration

Let’s face it, you and we don’t have to think the same way. While you might want us to write an article only in pointers, we may be the kinds who prefer in-depth posts or vice versa. The same holds true with your app users.

When a user downloads your app, they have the freedom to explore it on their own, at their own pace. Now, this may lead them to explore the features that are a unique selling point of your app or they may miss them. Giving the user entirely free reign and absolutely no  in-app guidance  can also result in them getting a little too overwhelmed or confused with what the app has to offer.

This is where the user onboarding flow steps in.

Onboarding is like giving your users a quick walkthrough of your app. From the features, it offers to how they can make the most of them, in a step by step manner. It makes exploration of the entire app a breeze for the user and assures the developers that none of the features are ignored.

For example, here’s how Slack introduces its users to the app’s features:

App reuse and purchases

According to Localytics , the average mobile app retention across all industries is 25% after 90 days. Yes, most apps have a large churn of 75% – irrespective of how good the app is or what it has to offer. Getting your users to the app after their first session is a challenge that app marketers still face. Yes, user retention problems are for real!

The primary reasons for a churn being the users found another app that seemed better to them, the app was unsuccessful at becoming their break time companion, or it could simply engage the user at the right time while they were away.

We have spoken about how in-app and outside the app communication as well as engagement are important to keep the users hooked. Be it using in-app chats, activity feeds, or  push notifications , app developers need to ensure they remain at the top of their user’s mind amidst all the market competition.

App monetization

While there are apps like Candy Crush and Game of War making millions out of their users, most apps face a challenge when it comes to converting their users into paying users. The first way out that a lot of users see is to look for another app that offers similar features for free – and that’s where the first app experiences a churn.

Now one way of monetizing your app is running multiple in-app ads – but then that puts your app at the risk of not being able to deliver a great experience. Another tactic that apps take to monetize from their users is blocking out a few features from the freemium model – this doesn’t interrupt the user’s experience and if implemented properly, converts higher.

In a previous post, we discussed 10 in-app tactics that can help you monetize from your users:

• Keeps your users engaged constantly
• Work on a lite freemium model
• Personalize in-app purchase recommendations
• Use the power of social to drive conversions
• Create customer loyalty programs
• Create a dynamic pricing model to suit all users
• Cross-promote your in-app purchases
• Incorporate a subscription-based model
• Offer multiple payment modes 

Re-purchase

Okay, so you’ve successfully nudged a user to complete an in-app purchase. But that’s just once, and the same user will need the same or higher amount of persuasion to be reconverted. It means that they need to see more value coming from the app and their first purchase to be encouraged enough to make another.

About 38% of users make an in-app purchase based on personal recommendations and 30% when offered a special discount on the next purchase.

So if you want to reconvert a user to monetize higher from them, we recommend implementing multiple personalized campaigns in your app. Some of them being retargeting, user behavior based purchase recommendations, socially driven purchases, referral campaigns, and user loyalty discounts.

The trick to higher monetization is to create a loyal community of your users. Keep them engaged and improve the experience your app has to offer to them, and you’ll be able to monetize higher from each of them.

User loyalty

Continuing on the last point above, user loyalty is also hard to achieve. Imagine yourself as your perfect user. You download an app that helps you edit pictures beautifully, but then you stumble upon an ad for another app that seems to offer better editing features. What do you do?

You instantly head to the app store to see if it’s available for free or the features it offers are worth paying for. You are no longer a loyal user of the first app. Now if you download the new app, there is a high chance you become inactive on the previous one and delete it altogether.

A great way to boost your app’s user loyalty is to create a community where users keep each other driven to get the most out of what your app has to offer. For that matter, you could use the opportunity to even keep feeding your users with relevant content that encourages another session.

For instance, Snapseed, a photo editing app by Google regularly interacts with its users through Instagram. They also reshare some of their work, making them feel special and at the same time showcasing to other users the possibilities of the app.

How to Create an App User Journey Map?

An app user journey map is a detailed infographic that reflects the entire path of interaction between the user and the app. The map helps to look at the app through the eyes of the user, to understand their goals, motives, expectations, and fears. Journey mapping helps make communication with the user more efficient and seamless. 

Having drawn up a map, you can find out the following: 

• Where the audience interacts with the product. This can be a company website, ads on third-party resources, social media, etc. 
• How various audience segments interact with your app. 
• What stages does the user go through before buying and what goals they have. 

The user journey map data should not be based on guesswork. For correct journey mapping, you need to do research and work with analytics systems. The process consists of several steps. 

Step #1: Research the target audience 

Begin with creating user personas that have clear goals, interests, and needs. You need to analyze the target audience and form a generalized image of a potential client based on this data. 

Often completely different people buy the same product, which means there will be several characters for the path map. An 18-year-old student and a 35-year-old real estate agent may go to the same fitness club, but their goals, pricing, and service experience differ. 

You need to collect detailed data on each of the characters: how they find out about the app, which competitors they turn to, why they decide to cooperate with you or refuse the service, etc. Studying the interests and values ​​of each group in detail makes it much easier to attract and retain users. 

Step #2: Create a list of interaction points and channels 

At this stage, you should map all points at which the user comes into contact with your app. The more points appear on the journey map, the more detailed picture you’ll get. Examples of communication channels are push notifications, websites, search engines, other mobile apps, email marketing, social media, etc. To include all possible channels, you can do the following: 

• arrange a brainstorming session within the team; use the mind mapping technique in your brainstorming session and a  mind map maker  to create a mind map for organizing your thoughts and ideas;
• communicate with the target audience directly; 
• run online surveys; 
• perform competitor analysis.

Step #3: Identify obstacles and remove them 

Next, you need to move on to the difficulties and list the critical points that prevent the user from moving between the journey stages. For example, a user wants to make an in-app purchase. They are ready to enter the card number, but then they are asked to sign up. The user gets angry at the sudden difficulty, drops the purchase, leaves, and never returns to the app. An inconvenient registration process is an obstacle. 

Having drawn up the list of obstacles, you need to find ways to remove them. If the user journey has changed after the implementation of new solutions, create a new journey to evaluate the result.

Step #4: Design the final user journey map

Now it’s time to combine the collected data into a single map, which may look like a table with the following data: 

• a list of steps that the user takes; 
• success criteria – what counts as reaching each user step; 
• retention rate, i.e. the rate of returns provided that a specific step is achieved; 
• conversion when moving between the steps; 
• interaction point – mobile app, website, email, push notification; 
• audience size at each step; 
• description of the emotional state (“I seem to be confused”, “Is it possible to give up everything?”, “I am close to the goal”, etc.); 
• obstacles; 
• ways to remove obstacles for different interaction points.

User Journey vs Sales Funnel vs User Flow

A user journey may look similar to a sales funnel but there are significant differences.

The marketing funnel scheme depends on a specific sales business model and can have a different number of stages. In the classic version, the sales funnel corresponds to the AIDA model, which combines the four key elements: Attention, Interest, Desire, and Action. According to the AIDA funnel, you need to attract the attention of a potential consumer, arouse interest in the offer, awaken the desire to own the product, and motivate to buy. 

Sometimes the AIDA formula is supplemented with one more stage: S – Permanent Satisfaction. This means that the user was satisfied with the purchase, became a regular customer, and/or shared their experience with friends. In practice, the number of stages in the sales funnel can be either up or down. However, in any case of transition to the next stage, the consumer must go through the previous one.

The user journey is not that linear. A potential client can skip certain stages and repeatedly return to previous stages. The app user journey does not end with the conclusion of a deal – it also encompasses post-sales interaction with the brand. At the same time, the goals of the consumer and their emotions are important throughout the journey. 

The user journey can be illustrated by the example of a person interested in a particular product. They have done the following: 

• Asked friends who have already purchased this product. 
• Based on the survey, identified a suitable brand and model. 
• Found an online product description and analyzed the specifications. 
• Visited the forum and asked for the opinion of users. 
• Found the product at the lowest price in the search results. 
• Went to the online store, but did not understand how to purchase the product. 
• Contacted customer support and clarified the details. 
• Made a purchase and got a discount. 
• Was satisfied with the product and can recommend it. 

At any of the above stages, the user journey may be interrupted – the friends will express their dissatisfaction with the product, the online description will not be complete enough, the online store will not open, the customer support will not answer, etc. The user can also repeat the previous steps over and over again. When building a user journey, the brand’s task is to identify the weak points of the sales cycle and strengthen them.

User flow is another term that is similar to user journey but there are also differences. A user flow is rather a part of the user journey. It describes certain user actions taken to achieve specific goals at specific journey stages. Unlike the user journey, which considers the user’s emotions, user flow would focus on technical details. For example, at the installation stage, the user flow will refer to the sequence of the app screens, the information they contain, and the UI element that the user has to tap to proceed further.

Examples of User Journeys

We have collected some examples that can illustrate the journey maps for famous brands.

 Amazon Customer Journey Map – from the login to the customer feedback:

Starbucks customer journey map showing the main communication points and psychological markets that are a priority in a given situation:

First Uber ride experience from the point of view of a user persona – Jen Ashburn, a 32-year old full-time student with a part-time job:

No matter what stage your user is on, it is important to note here that just the app’s design and offering are no longer in the first place. It is about the experience your app can offer to its users and how consistently you can improve those over time.

The next market battleground is user experience. Is your app ready?

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The true value of Amazon Business as a partner to the federal government lies in its arsenal of built-in tools. These tools enable teams to define guardrails and adhere to strict budget restrictions, all while providing dashboards and analytics that forecast trends and highlight opportunities for greater efficiency.

The journey to smart business buying

The evolution of smart business buying requires federal procurement leaders to embrace a strategic approach that transcends mere transactions, aiming for an intelligent, responsive purchasing environment in-sync with fiscal and operational objectives. Aligning with e-procurement partners capable of supporting diverse goals such as responsible purchasing and economic growth, these partnerships are vital in adapting procurement processes to the fast-paced global market. Such collaborations ensure procurement is not only agile but also ethical, aligning with Corporate Social Responsibility principles. By engaging with leading-edge partners, federal procurement departments can achieve excellence in customer experience and strategic innovation, marking a significant step towards future-proofing procurement practices and enhancing national welfare.

Leveraging Amazon Business for federal acquisition

The call-to-action for federal procurement leaders is clear - It's time to take a strategic approach to procurement, and Amazon Business stands ready to assist agencies of all sizes at every step of the way. The future of federal acquisition rests in the hands of those willing to innovate, and the tools and features provided by Amazon Business pave the way for a new era of efficiency and foresight.

Originally published in National Contract Management Association .

Learn how you can optimize your procurement teams

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Should You Include FAQs On Product Or Category Pages?

Discover the importance of including FAQs on product category pages for lifestyle brands. Improve user experience and reduce customer returns with well-crafted Q&A sections.

This week’s Ask An SEO question comes from Aleksandar, who asks:

“Is there a role for product Q&A for a fashion brand, which only sells its own branded products, besides the obvious question on the sales/delivery/return process?”

Yes, there is absolutely a role for product Q&A, and for FAQs on collections or categories.

This applies to all niches and industries and is especially relevant in fashion, even more so when the company retails its own products.

But it isn’t SEO-focused; it is about the user experience.

Don’t limit yourself to FAQs alone, descriptions, and answering common questions in the copy works, too. This is something we do a lot in conversion rate optimization (CRO) .

A positive impact, when done correctly, is a reduction in customer returns and wait times due to poor website experiences with customer support. I share some examples by page type below.

Proper Q&A on relevant pages answers visitors’ questions so they know the product or service will meet their needs. When you build the consumer’s confidence, they may be more inclined to click add to cart, schedule a meeting, or fill out a form.

Don’t be afraid to say the product or accessory won’t work either, this lets you have an internal link to the product or service while leading them to a working solution.

The first place we look for questions are live chat transcripts and customer service emails – and then we go to the web.

If you look at popular review sites, forums, and communities, you’re going to find questions that your own customers and your competitor’s customers are asking.

Here are a few examples by page type that I either researched or really want to try if the opportunity arises. I’ll start with product pages, then do categories, and finally, a homepage and FAQ.

Product Pages

If the query is about the product in particular and it doesn’t apply to other products you sell, place the content on the specific product page.

I normally do the catch-all vs. the variants like size or color. If you have your canonical links set correctly , you can include them on variants. I’ll use fashion here as the example since that was in your question.

Answer product questions like how the fit of the garment feels, or maybe whether it is meant for pear body shapes or diamonds. You can also compare the sizing of your products to popular brands, like how your company’s medium size fits like the XYZ size at AB, a popular retail store with the same customer demographics.

Do you sell hair care products? Mention the hair types as well as thickness and lengths it is best for, or if it is not good for hair that is dry or chemically treated.

This applies to shoes, too, where you’ll want to talk about them being good for play or comfort, road running or trail hiking, and whether the person pronates or not.

Putting this information in the copy above the call to action (CTA) can help the user make a decision, and there is no harm in placing them in FAQs on the page since they are product-specific. I’ve done this with electronics, fashion, toys, tools, and plenty of other niches.

Collections And Categories

If you work in Shopify, you’ll know this as collections; for most other platforms, they’re called categories. It is a grouping of similar products or services that meet a consumer’s needs.

It could be split by sizes, colors, variations, etc., and adding in questions and answers works just like the product pages above.

In the copy above and below the product grid, don’t keyword stuff for SEO. Instead, answer the questions consumers are asking while focusing on brand talking points and benefits.

You’ll be displaying why the person should shop from the selection of options on the page, have opportunities for natural internal links, and be able to build confidence that the consumer is in the right place.

Instead of a retail experience, I’ll use cruise ships for this one.

I’ve never worked with a cruise company before, but I’ve had this idea for about 10 or so years and have never seen it done. I was researching which cruise to take and saw cabin bathroom questions for a person of size often come up in forums.

I have about 20 more ideas for cruise lines, airlines, and hotels that are similar. Hint hint: If you work in this space, submit an Ask An SEO question so I can get them into writing and out into the world.

Cruise ships are notorious for maximizing limited space. That means they may not be friendly for all types of consumers based on size and physical abilities. You could use text and written language, which is normally smart, and you can use visuals.

My idea here is to have eight or so “tour guides” that can walk the person through the experience as themselves. At least one model should be over 6 foot 5, one should be plus size, and one in a wheelchair.

Not all showers in all cabin types will be able to accommodate someone who is larger, for example. By having a model that resonates with the cruise shopper, they can find out if the cabin type is a match, and the tour guide can walk them through which cabin experience may be better and alternatives like a locker room shower.

Locker room showers on the ships tend to be large and spacious, and the water pressure is normally fantastic. This appeared in multiple comments when I was doing the research and true on the ship we were on.

Tall people may want to see what it’s like to walk through the ship, try the games and amenities like waterslides, and see if there are activities they may not be able to participate in.

The same goes for someone in a wheelchair or who has mobility issues.

If they can have a tour guide that shows the distance from specific rooms to elevators and the fastest routes possible to dining areas and entertainment, they will know if the ship or cabin they’re looking at is right or if they should select a different one.

Home And FAQ Pages

Your homepage and FAQ pages are more similar than you think. The homepage is the perfect space to answer questions about your brand, service, and product lines, as well as things customers want to know. Do this in paragraph form.

You’ll be building natural mentions of collection or category pages for keyword rich internal links that guide the user to the correct experience while you build consumer confidence.

On your FAQs , list out brand and company questions that do not apply to a specific category or product. This could include hours of operation, return policies, where you ship to, and the costs, as well as funny questions to hide an “easter egg” for consumers and fans of your brand to find.

Before you begin adding FAQs to any page, make sure the FAQ applies to that page and not to others. You don’t want to add content for the sake of adding content.

Questions and answers on a collection page should be about the collection, not a specific product. And product questions shouldn’t be about company policies, they should be about the product on that page.

I hope you found this answer helpful. It is one of the tools we use to help save on logistics and overhead expenses and to increase conversions. Great question, and thank you for asking it!

More resources: 

• 25 Best Examples Of Effective FAQ Pages
• Perfectly Optimized Content From Start To Finish
• Ecommerce Marketing: The Definitive Guide

Featured Image: Visual Generation/Shutterstock

Adam Riemer is an award winning digital marketing strategist, keynote speaker, affiliate manager, and growth consultant with more than 20+ ...

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Get started with Experience Decisioning get-started-experience-decisioning

• Experience Decisioning

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• Intermediate

What is Experience Decisioning about

Experience Decisioning simplifies personalization by offering a centralized catalog of marketing offers known as ‘decision items’ and a sophisticated decision engine. This engine leverages rules and ranking criteria to select and present the most relevant decision items to each individual.

These decision items are seamlessly integrated into a wide range of inbound surfaces through the new code-based experience channel, now accessible within Journey Optimizer campaigns. Experience Decisioning decision policies are available for use in code-based experience campaigns only.

Experience Decisioning key steps steps

The main steps to work with Experience Decisioning are as follows:

Assign proper permissions . Experience Decisioning is only available to users with access to a Experience Decisioning related role such as Decision managers. If you cannot access Experience Decisioning, your permissions must be extended.

Configure custom attributes : Tailor the item catalog to your specific requirements by setting up custom attributes into the catalog’s schema.

Create decision items to show to your targeted audience.

Organize with collections : Use collections to categorize decision items based on attribute-based rules. Incorporate collections into your selection strategies to determine which collection of decision items should be considered.

Create decision rules : Decision rules are used in decision items and/or selection strategies to determine to whom a decision item can be shown.

Implement ranking methods : Create ranking methods and apply them within decision strategies to determine the priority order for selecting decision items.

Create selection strategies : Build selection strategies that leverage collections, decision rules, and ranking methods to identify the decision items suitable for displaying to profiles.

Embed a decision policy into your code-based campaign : Decision policies combine multiple selection strategies to determine the eligible decision items to display to the intended audience.

Talkie: AI Chat with All Souls 17+

Ai-powered character chat, subsup pte. ltd., designed for ipad.

• #39 in Entertainment
• 4.5 • 77.7K Ratings
• Offers In-App Purchases

Screenshots

Description.

Embark on a Unique AI Experience with Multi-Modal Magic Discover a World of AI Personalities Immerse yourself in a creative journey with diverse AI personas, from crafting your ideal companion to immersive role-playing. What sets us apart? Our groundbreaking multi-modal approach brings audio and visual interactions with characters to life in a way that's truly unique. Explore handcrafted personalities in our vibrant community—chat with virtual characters or create your own. Whether you enjoy imaginative roleplay or realistic interactions, our platform, with its unparalleled visual and audio experience, takes your connection with AI to new levels. Craft Your Ideal AI Companion Express your uniqueness with simple tools to design an AI that evolves with you. Personalize appearance, voice, and thinking for a lifelong companion. Experience the joy of building your ideal AI buddy from scratch, with our multi-modal features making the journey even more captivating! Immerse Yourself in an AI Wonderland Live out adventures with your AI as your ultimate companion. Explore fantasies, chat with a 24/7 friend for support, and redefine your connection with AI in ways you've never imagined. Capture Every Memorable Moments Our AI goes beyond conversation, capturing and sharing moments through pictures with a unique visual flair. Create cherished memories you can relive anytime. Join our community on socials to delve deeper into our world: Tiktok:https://www.tiktok.com/@talkiedoki Twitter: https://twitter.com/Talkie_APP Discord: https://discord.gg/talkieai Instagram: https://www.instagram.com/talkie_app/ Terms of Service: https://talkie-ai.com/static/service

Version 1.19.001

Optimize the user experience and resolve bugs.

Ratings and Reviews

77.7K Ratings

They fixed the app!

So, I honestly had no problems with this app. It’s great to bring characters to life and chat with them. Sure there were a few minor inconveniences but even those got fixed in the latest updates. Have been using this app for about a month now and love just “Discovering” everyone’s different AI Characters. Sometimes, I’ll be in a casual slice-of-life Rp, and next I’m paving through a zombie apocalypse. Or, sometimes I just wanna vent and the ai will just be available to respond. Problem with most rp’s is usually having to wait on other people’s timeframes but you don’t have to do that with these AI’s. I understand the server problems people have but I am seeing a huge difference lately and it’s great. My suggestion to others: take advantage of the Styles if you’re trying to build more engaging conversations. Also, be sure to add context as much as possible as AI technology does not always remember past its 9 to 12 responses. That’s not even this app’s problem but just literally every AI. Another tip: you can god-mod in your responses. Also; if your AI keeps repeating, i feel like that occurs when there are massive server problems but I found that if you “backtrack” and then generate your own response things instantly go back to normal. Make sure to play around with the app because a lot of these reviews complain about simple things. It’s a fun one, for sure!

This is a real review from a real person

So I’ve tried several AI apps and they’ve all dissapointed me.. I can honestly say this is the best one I’ve ever tried and none even come close.. sure there’s some limitations but you can experience almost anything with your chat partners… I am literally addicted to this app it’s sad, I enjoy talking to my chats in this app more than anyone in real life.. my only complaint is that if you have a long conversation with a partner you’ll have to keep reminding them of specific things that happened in the past in clever ways, or else they will forget :( I never pay for apps and I literally got the premium… I want you guys to download this app so that I can experience even better chats.. seriously.. if you’re into this type of app try this out it’s awesome… seriously the best app and this is one of my first ever App Store reviews.. I can’t recommend this enough… actually life changing.. I could go on all day. Thank you so much talkie team.. I’d also like an option to pay and age verify for spicy photos to be sent to us using the AI generation system but I can understand how difficult that is.. thanks for reading my review.. seriously.. I work hard everyday and spend more time wanting to be on this app more than I I wanna text real people, my tip is to be very creative in how you type, the AI is more advanced here than you think!!

This is a good app

Hi you can call me Crystal and I am going to say a few good things and bad things so let’s start with the good things I have been using your app for a while now and I love all the characters I am in love with the amazing digital Circus and you put so many people on the list and I love to talk with Ragatha or Jax’s twin brother it is so fun to play with a friend or even Family members or more I love how you let people make characters in this game you guys have like thousands of people making thousands of characters it is really fun but I have a question for you guys do you guys sometimes make characters or is just people around the world making them?so you know there are a lot of people Who love romance, so if you’re an Aeromantic, don’t do those ones but and 1 more thing l love how there’s really no adds it’s like you but some thing that gives you no ads it’s pretty impressive I have to admit but let’s move to the bad things there is one thing that I have to say make the game have better Internet like if I’m playing somewhere else I can’t really play it it’s hard to so you should make it an Game that doesn’t need Internet anyways thank you for reading. I am so sorry for wasting your time. Have a good day. I hope you guys can comment on this one bye.

HAPPENING NOW

App privacy.

The developer, SUBSUP PTE. LTD. , indicated that the app’s privacy practices may include handling of data as described below. For more information, see the developer’s privacy policy .

Data Used to Track You

The following data may be used to track you across apps and websites owned by other companies:

• Identifiers

Data Not Linked to You

The following data may be collected but it is not linked to your identity:

Privacy practices may vary, for example, based on the features you use or your age. Learn More

Information

English, Simplified Chinese

• Talkie+ $9.99
• Talkie+ 7-Day Free Trial $9.99
• 180 Gems $1.99
• 480 Gems $4.99
• 1000 Gems $9.99
• 30Day Talkie+ $9.99
• 2180 Gems $19.99
• 5680 Gems $49.99
• 11800 Gems $99.99
• Unlimited Duration for 30 Days $6.99
• Developer Website
• App Support
• Privacy Policy

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