The Conversion Path: Define the User Journey

A user journey map represents the user flow through your site, starting with primary contact or discovery, and continuing the process of engagement into long term commitment and support. 

It identifies critical interactions and describes in detail the customer’s goals, motivation, and feelings at each step. A crucial part of analyzing the user journey is to gather data and behavior. The process boosts and reminds you to consider the entire customer experience – their emotions, questions, and wants while they interact with your site. It helps understand what the user thinks and what they hope to achieve.

Creating a User Journey Map

You should evaluate and state your business goals as the journey you provide to your customers should meet internal targets.

Qualitative, as well as quantitative data, is very crucial in this procedure. Quantitative data helps you understand customer requirements, behaviors, and actions on your site. Qualitative data involves investigations and one-on-one conversations to ask your customers directly about their thoughts and emotions at each step of the journey. An excellent way for feedback is by talking to your customer support team as they are on the forefront with customers every day.

Step 1: Choose Your Personas

Your personas are illustrations of your target customer. They can include information as age, occupation, location, as well as details like what device they’re on and what task they want to perform. 

Step 2: Map the Touchpoints

Touchpoints are actions and interactions with the user on your platform. It would help if you compiled a range of user goals and activities into a timeline of the process on a path that moves in a continuous direction. The necessary steps for a buyer’s journey are Awareness, Research, Purchase, and Use. 

Step 3: Create a Narrative

Qualitative research helps create a timeline with user thoughts and emotions for each stage. Include actions, motivations, and feelings that appear at each interaction or touchpoint, including emotional ups and down, understanding where they get stuck or frustrated.

Step 4: Create Your Narrative

Once you have all the information, transform your text-based narrative into a visualization of the user journey map. You can also start with a whiteboard and sticky notes. This visual representation is an efficient way to demonstrate to the rest of the company your key insights into the user’s feelings, motivations, and emotions.

Customer Journey Maps Examples

  • Map touchpoints, barriers, and motivators to one persona
  • Map customer moments of truth, perceptions, risks, and opportunities 


It’s essential to realize the goal of creating a user journey map – to create a shared vision. Make it accessible for everyone in your team to look at the entire experience from the user’s standpoint and user this information while crafting a product.

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