How do you make a website as useful as possible? A website should guide users to the places they are most likely to need, as well as meeting the goals of the website owner. How this is achieved is down to user journey mapping, a process to lay out the bare bones of a website before any designing or coding happens.
What is a user journey map?
It is a visual representation of what a website, app or piece of software will be, and how it will function for a particular set of visitors. It is vital if you want to produce a website that is user-friendly, functional and comprehensive.
User journey maps are used to try and predict the behaviours of your visitors, which is especially important if you are trying to convert them to purchase or sign up to a service. Long-winded processes can frustrate visitors, causing them to abandon their visit. Similarly, a lack of information can make it hard to build trust in a site, or lead to an increase in customer service enquiries.
For us at Rubber Cheese we use user journeys to help the team and the client build a site that works well, fulfils business goals and allows for growth in the future. We use four building blocks to help us do this:
1. Definition of a user persona
2. Path of the user journey
3. Experiences visitors have at key points of the journey
4. The final outcomes for the visitor and client – purchase, sign up, share etc