The User Journey

The User (or Customer) Journey illustrates the journey a customer takes when using your product.

Contents


Overview

The User Journey (or Customer Journey) illustrates the journey a customer takes when using your product, typically represented as a chart but can be done in a table. The most common journey that's modelled is the new user acquisition flow (some variation of: awareness --> evaluation --> purchase --> retention --> advocacy) but the concept can be applied to any user flow in the product.

User Journeys aren't limited to B2C products or to websites/landing pages, they could also be applied to experiences like 'Creating service desk tickets in Slack'.

User Journey's can be created for each persona, this helps identify how different groups of people engage with the product.

A Simple Template

Persona:
Scenario:

Awareness Evaluation Purchase Retention Advocacy
User Actions
User Experience
Feelings (+ or -)
Pain Points
Opportunities

As a Diagram

User Journeys can come in various different forms, Mermaid.js even supports a graphical view:

journey title Procuring Software Solution - Mermaid.js example section Start Research Online Search: 5: Buyer, IT Compile list of products: 2: Buyer, IT section Compare Read reviews: 3: Buyer Rank products: 3: Buyer section Evaluate Sign-up for trials: 3: Buyer Install trial: 3: IT Test product: 5: Buyer, IT Update rankings: 3: Buyer section Purchase Purchase product: 4: Buyer

Resources