What is customer journey mapping?
Customer journey mapping is a user centred design technique that brings to life what people are doing on your website or user interface.
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.
But thanks to the rise of search engines like Google, most people 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.
We apply user testing and user research to map customer journeys. This illustrates areas of your website that users find difficult to access. We also involve other data such as behaviour identified through applications like Google analytics to confirm and enhance our user journeys. From there we can improve usability and increase conversions.
Where do customer journeys fit in to your project?
Customer journey mapping can form part of a usability audit when you’re evaluating an interface before you start a project. It can also be part of a user centred design process, helping to identify requirements or define an information architecture.
By understanding the journey your users are making, you can begin to make informed design changes to your site that should have significant improvements to not only your conversions but your brand’s perception amongst its users.