It will also help identify functionality that is required from your site, as well as your user interface and website taxonomy.Įveryone in your company can benefit from looking at the customer experience through the lens of a user journey map, and align leaders around the vision of helping to achieve a business goal. Understanding the customer’s journey – their feelings, motivations and experiences – can help you design a site that guides them towards meeting their needs. It allows everyone to gain empathy for your customer beyond the specific tasks they confront. This contextual information about the user allows you to view the entire customer experience as a path or journey that begins with having a need and ends with having that need met. What is the user thinking about and what are they hoping to achieve? It’s used for understanding and addressing customer needs and pain points. The process of mapping their journey encourages and reminds you to consider the entire customer experience: their feelings, questions and needs while they interact with your site. Why user journey maps are important for improving your websiteĪ user journey map is a visual representation of the customer experience – and is a useful tool for everyone in your company to look at your website from the user’s point of view and can be a key part in user experience design and optimization. It identifies key interactions and touchpoints with your website or mobile app and describes in detail the customer’s goals, motivations, and feelings at each step. A user journey map (also known as a customer journey map) is a diagram that visually illustrates the user flow through your site, starting with initial contact or discovery, and continuing through the process of engagement into long-term loyalty and advocacy.
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