Striped Horse
Jun 6, 2022

What Is a User Experience Journey Map?

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Have you wondered if your website is fast enough? Is the mobile version easy to navigate on all screen sizes? What's your average loading time? If you don't know the answers to these questions - you're not doing your job.

Investing in website performance is essential, but there's more to a good website than speed. Another critical factor is the user experience of a website (UX). Some UX investing can pay off hugely. 

UX ROI can be a staggering 9,900% if everything goes your way.

Creating a UX journey map can help you understand how users interact with your website and identify areas that need improvement. This article will define a user experience journey map and explain how to create one.

What Is User Experience Journey in UI?

Before we get into the purpose of a user journey map, let’s see what it is.

A user experience journey map visualizes the steps a customer takes while interacting with your brand. It's used to identify areas of improvement in the customer experience. Journey maps can be created for specific personas or a broad customer base.

What’s the purpose of user journey map? They can identify user pain points, improve user engagement, and identify areas for growth. Seeing how 7 out of 10 online buyers abandon their shopping cart before completing a purchase, it's clear why understanding the brain of the consumers is so important. 

The user experience journey map is a tool that can help you understand what prompts these customers to leave - and how to keep them engaged.

Why Is User Journey Important?

On the surface, the customer journey seems simple enough, right?

A company creates a product/service. They put it out on the market. A customer sees and gives their money in exchange for it. 

If you're not a teenager, you know that things are more complex than that.

You're not just selling products and services in our society - you're selling experiences. Reportedly, 8 out of 10 consumers consider their experience with a ‌brand as important as their offering. 

From the time a consumer hears about you to the time they complete a purchase, they're on a journey to becoming a buyer. Do you see? The name does actually make sense.

User experience plays a crucial role in creating and strengthening bonds with your customers.

5 Components of User Journey Map UX Design 

So, user experience journey maps are essential because they help you understand how and why customers interact with your brand, identify areas for improvement, and craft effective strategies to boost user engagement.

But now comes the more complicated part. 

The next thing you need to realize is that customer journey maps come in many formats. Different niches interest different people and require distinct journey maps. But no matter the journey map design, they all have certain things in common.

Let's look at mapping the customer journey through the 5As

1. Appeal: The consumer learns about a brand through advertising or from the advocacy of others.

2. Aware: The person becomes aware of a problem and realizes that the product/service can help them solve it. 

3. Ask: They reach out to their family/friends for more information about the brand and do their research (almost certainly online). 

4. Act: The user searches for a solution and narrows their options to a few brands they believe can help them achieve their goals.

5. Advocate: Finally, they decide on which product/service best meets their needs, and they become advocates for the brand, sharing their experience with others.

By mapping out user touchpoints and understanding how they influence customers, you can create a user experience that's both efficient and enjoyable. 

How to Create a User Experience Journey Map

Now that you understand the value user experience journey maps provide and the critical components of one, it's time to create your own. Here are some steps to help you out:

1. Choose User Personas

Not all of your customers will have the exact needs or use the same methods of meeting their needs. Try to figure out who your users are, segment them, and create a user persona for each segment. You can achieve this through surveys, user testing, and more.

2. Define User Goals

Next, define user goals - what do they want to accomplish with your product/service? And think beyond their initial goal (immediate purchase) and consider the downstream impact of this transaction. How can you help them meet their long-term goals as well?

3. Map Out Touchpoints

Once you know who your user is and what they want from you, map out the user journey and all touchpoints. That can help you identify potential areas for improvement and determine how user experience influences user engagement.

4. Create Your Narrative

Finally, create a narrative to accompany your user experience journey map. That will help you visualize how users interact with your brand and understand their needs at each stage of their journey.

Boost User Experience With Journey Mapping

Now that you know why you are creating a user experience journey map, what's your next move? Now you need someone with experience to help you map out your customers' journey and capitalize on it.

Pardot's research shows that 72% of consumers turn to Google in the early stages of their journey to research products and services they're interested in.

To point the casual shoppers in the right direction, you need to work with the right team. Striped Horse has worked with hundreds of clients, helping them turn potential consumers into full-blown brand ambassadors.

Besides web design, we also offer conversion rate optimization and marketing services. If you're interested, contact us today, and we'll help you create an experience your customers will love.

Striped Horse