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Explore how the user will interact with your organisation and surface opportunities to create a better user experience.

Why do it?

User journey mapping takes the persona goals and turns them into a narrative. They tell the story of how a user interact with an organisation both through the website and any other touch points. Along with personas, they put the focus on the user, forcing everyone in the organisation to pay attention to them. This will increase user satisfaction and conversion rates, break down organisational silos and create a cross-organisational view of the user.

With a new website, user journey maps provide guides to help define the structure and content.

With an existing website, where usability testing or analytics indicate problems, user journey maps can identify improvements and help re-engineer processes.

“To be convincing and compelling, journey maps must be based in truth, rather than a fairy-tale–like depiction of how we would like users to interact with our products.” – NNg

How we do it

We believe there are two important elements in user journey mapping:

  • Firstly, it should be based on evidence: we usually do user journey mapping after the development of personas, which themselves will be based on user evidence gained from interviews, observations, surveys etc.
  • Secondly, they should be developed as a collaborative process between us, our direct client and other people from across the client organisation who can affect the user experience. This is to ensure the journeys are owned by the organisation, identify broader digital and non-digital opportunities to support the web journey, and avoid a “consultant’s solution”.

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