User Journey Mapping

User journey mapping is the phase by phase journey that a consumer usually takes to arrive at their target. In a website, for example, this journey will typically consist of a number of website pages and decision details that have the consumer from just one phase to an additional. The consumer journey is designed to map out the present journey a typical consumer may well consider to arrive at their precise target, and is then redesigned to type an ‘ideal’ journey. The output is traditionally a move diagram demonstrating just about every web page and decision place in the course of the whole method.

User journey mapping can also be recognised as ‘customer journey mapping’ or ‘user flows’ and are designed as component of the User Centred Layout method. The consumer journey is a valuable device to support in the growth of a wireframe prototype. The ideal journey for just about every typical scenario is employed to prioritise capabilities and material on just about every web page to support the consumer in achieving their target as immediately as achievable, and these priorities are translated into the wireframes.

A typical website consumer journey will begin at the property web page and end when the consumer leaves the website. However, to get a finish comprehension of the consumer journey, it is essential to evaluation the methods and decision making the consumer usually takes prior to landing on the website, and yet again when they go away the website. This builds a photograph of the finish journey and highlights in which the website life in the comprehensive journey, and hence what role it needs to play. This information and facts can then be employed to guidance the journey and support the consumer to arrive at their target. Whilst a website example is employed here, the method is the same for any touchpoint.


The map of the existing consumer journey provides a very clear perspective on how quick or hard it is for a typical consumer to arrive at their target. This map will speed up the organizing of a new growth because it straight away highlights the present troubles. If this map is then followed by an ideal consumer journey map, the undertaking team get a brief truly feel for how the website should do the job, what material and features is needed to meet the consumer needs, and what pages are needed to guidance the journey.

Producing the style and design all-around the consumer journeys also provides self-confidence that the final option will cater to the typical users’ needs.


The ideal journey can typically show to be hard to carry out, with small business goals and technical/style and design limitations impacting the capability to generate a brief journey, hence, it is essential to produce the ideal journeys with a multidisciplinary team to assure all angles are protected. Balancing consumer ambitions and small business ambitions is very essential at this stage to assure both are taken care of without the need of impacting just about every other.


User journeys are very valuable to speed up the organizing of a new undertaking by highlighting the present troubles and generate an ideal photograph from a typical user’s perspective early in the method. As prolonged as the undertaking team includes a usability/buyer expertise pro to support stability the small business ambitions with the consumer ambitions, the consumer journeys are a must have in building a profitable undertaking style and design.