User journey

Creating a user journey is a representation of what users go through when they interact with a company's product or service. The purpose of getting user journeys down on paper is that it can help a company understand where to change or optimize in the buying process.

Ian Rosenfeldt</trp-post-container

Founder, COO & Chief AI Strategist

What is a user journey?

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

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

This can be particularly relevant when you want to find out where there is room for improvement or to develop ideas and concepts. In other words, user journeys can be used both to optimize and to develop completely new concepts that include the users' perspective - which is especially important in today's Denmark.

A user journey analysis can be performed on a physical store, a service business, digital businesses and more.

Template for creating user journeys

There are several ways to research and write down user journeys. Below you will find a few examples of two of the methods. We always recommend that you involve multiple stakeholders as a survey of one 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 now, each contributing their own 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 doing business with you from start to now. Get them to communicate their needs, joys and dissatisfactions that have arisen during the process. Then discuss with other professionals where there is room for improvement, compared to the overall picture you get from your interviews.

Ian Rosenfeldt</trp-post-container

Founder, COO & Chief AI Strategist

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User journey

What is a user journey?

Template for creating user journeys

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