User journey

Creating a user journey is a representation of what users go through when interacting with a company's product or service. The purpose of getting user journeys down on paper is that it can make a business wiser about where to change or optimise in the buying process.


What is a user journey?

A user journey can be likened to a buying process. The journey starts from the day that the user or customer consciously or unconsciously feels the urge to investigate the market for a product or service.

When a user journey is analysed, the company learns about the user experience in relation to doing business with the company.

This may be particularly relevant when identifying areas for improvement or for developing ideas and concepts. User journeys can thus be used both to optimise and to develop completely new concepts, where the user's perspective is included - which is particularly important in today's Denmark.

A user journey analysis can be carried out on a physical store, a service business as well as digital businesses and so on.

Template for preparing user journeys

There are several ways to research and write down user journeys. Below are a few examples of two of the methods. We always recommend that you involve multiple stakeholders, as a study of a single person does not carry enough validity.

  • Focus group interviews / workshop - example. Contact different respondents who would like to participate in a focus group interview about the use of your product or service. Let them discuss their journey from start to finish, each contributing their perspective on the matter, and let them express their input for improvement. This will contribute to the coherent picture of the current user journey set against an improved user journey.
  • Single person interview - example. Interview one person at a time about their experience of dealing with you from start to finish. Get them to communicate their needs, joys and dissatisfactions that have arisen along the way. Then discuss with other professionals where there is room for improvement, set against the overall picture you get from your interviews.

Martino Mike d'Apuzzo

Partner & Senior Digital Advisor

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