Design flows that are tied to clear objectives allow us to create a positive user experience and a valuable one for the business we’re working for. In this article, we’ll show you how spending more time up front designing user flows leads to better results for both the user and business. Then we’ll look in depth at a common flow for e-commerce websites (the customer acquisition funnel), as well as provide tips on optimizing it to create a complete customer experience.
This is a great article that takes an in-depth look into what it means to be a UX'er and put the customer first. Topics like:
Start With The User
When starting a new Web design project, we’re often handed a design brief, branding standards, high-level project goals, as well as feature and functionality requirements.
Map User Flows Into Conversion Funnels
Not all website visitors are created equal. Users come from different sources, with varying levels of knowledge and engagement, and with different goals.
TYPICAL USER FLOWS
Each of these visitors has their own needs, expectations and level of knowledge, and they need to be treated accordingly.
Diving Into Funnels: A Closer Look At Customer Acquisition
Let’s look at a critical flow for many websites — paid online customer acquisition — and break down its various elements.
With display advertising, it all starts with the banner. The design of the banner needs to achieve one precious goal: get a click from the right person.
THE LANDING PAGE
The point when the user hits the landing page is when the user flow work really begins.
Stacking Flows For A Complete User Experience Life Cycle
While viewing a funnel as something like Click on banner ad → Land on Web page → Register email is easy, designing and building stacked flows that drive the business’ ultimate objectives takes a bit more thought.
Putting Flow Design To Work For You
Whether you’re mapping out a brand new website or looking to optimize an existing user experience, flow design will keep you out of the trap of designing individual pages and interactions and instead focus you on fulfilling users’ needs.