UX for the Web: Build websites for user experience and usability by Marli Ritter & Cara Winterbottom

Author:Marli Ritter & Cara Winterbottom [Ritter, Marli]
Language: eng
Format: azw3
Publisher: Packt Publishing
Published: 2017-09-28T04:00:00+00:00

Key components of a user journey

While user journey maps can take on a wide variety of forms and directions, there are key elements that are always present in the foundation of a successful user journey map, which are:

Personas: You cannot create a user journey map for your website if you do not know who your users are. By the time you start creating user journeys, the personas for your brand or website should already have been formed and settled into a stable set of needs, emotions and goals these personas are after. To build strong user journeys, focus on creating one user journey per persona per entry point to ensure the user journey has a strong narrative and clear end goal.

Context: The user journey narrative needs to play out within a set environment. By giving the user journey context through time and phases, it's easy to pick up positive and negative points within the narrative. A user journey can play out in a specific time frame such as 30 minutes to buy a book at an online retailer or 3 months for online investments through an online financial advisory website.

Emotion: Within a specific user journey there are different emotional phases the user will go through to reach the end goal, some may be positive and some negative. Ideally there should be no to minimal negative feeling within the user journey, but in the end the sum of positive feelings the user has within the user journey should outweigh the potential negative feelings the user might have.

Touchpoints: Earlier in the book we discussed the customer journey and how users would interact with different aspects of Apple when buying an iPhone, for example. The user's interaction with various touch points within the user journey such as social media channels, in-store experience, or customer care plays a significant role in finding the gaps within the user journey and addressing any negative emotions that might surface during the user journey. It's fairly common for users to have unnecessary negative experiences in omnichannel journeys (channels across different mediums such as website, telephonic, or in-store) because the user journey across channels is often overlooked.

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