Customer journey mapping

Customer journeys are the paths that customers take through your website or user interface

A map showing a customer journey

Customer journey mapping is a user centred design technique that brings to life what people are doing on your website or user interface.

It’s not logical captain

Customers don’t always take the routes you expect. For instance, most websites are designed around the idea that customers enter at the home page and navigate down into the site.

TIP: Task modellingTask modelling helps us to match real user needs with web content.Due to the rise of search engines like Google, people now enter websites somewhere in the middle. And if the site isn’t designed well, they’ll grab the information they want and head straight back to their search engine.

cxpartners apply user research to map customer journeys. This brings to light the typical journey through the site and identifies areas of your website that users find difficult to access.

cxpartners use other data sources such as web analytics to validate and enhance our findings.

Improved usability

Customer journey mapping is often used as part of a usability audit when you’re evaluating an interface before you start a project, or as part of a user centred design process. It helps to identify requirements and define an information architecture.

TIP: E-Commerce blogscxpartners have lots of blog posts looking in to e-commerce.By understanding the journey your users are making, you begin to make informed design changes to your site which will lead to significant improvements in your conversions and your brand’s perception amongst its users.

Next steps:
We’d be happy to talk to you about customer journey mapping and how it can help to create smoother interactions with your users. Call us on 0117 946 3930 or email info@cxpartners.co.uk.

If you’re interested in how we take user research and turn it into designs, take a look at user experience design and wireframe development.