User Journey Mapping: How to understand customers to design a web that meets the needs.

Make a beautiful website, marketing budget. But why don't customers buy? The real problem in life

Have you ever felt like this? The company's website is well designed. Looks beautiful and modern Invested a lot of shooting budgets People go to the web every day. But ... Why not sales? Customers come in and then go out quickly (High Bounce Rate), adding products to the basket and then disappear (Cart Abandonment) or the most hurt is Say hello to ask a lot, but no one can close the sale. It's like shouting in an empty room ... loud but no one really heard. What we try to communicate This problem is not caused by your bad product. Or the marketing team is not good But its origin may be something that you overlooked, "You still don't truly understand the customer's path."

-Prompt for illustrations-

Pictures of business owners or marketing teams sitting in front of the computer screen showing a high website visitor But the sales graph was completely silent. Conveys confusion and awkwardness

Why did that problem occur: our "Non" Design trap "is not"

Most problems arise because we tend to create websites from our own perspective (Inside-out). We think we know our products the best. We therefore present the features and promotions that we "would like to say" by forgetting that customers may "Not wanting to know" in what we said at that time We forgot to ask the most important question, "What are the customers now feel? What are you thinking? And what do you want from us? "We" guess the customers "by themselves without a blueprint or navigation map. Naturally no different from the ocean navigation without a compass Opportunities to reach the destination (That is to decide the customer's purchase) would be difficult.

-Prompt for illustrations-

Comparison images on both sides One side is a picture "Business owner's brain" is full of features, prices, promotions. The other side is a "customer's brain" that is full of questions, concerns, uncertainty with a barrier in the middle.

If left, how will it affect: when "not understanding" becomes the most expensive cost.

Letting this "gap of misunderstanding" continue It will cause more painful effects than expected in the long run. Imagine:

• Waste marketing budget: You can throw enormous money to pull people into the web. But they went out to bare hands Like pouring water into a leak
• Lost sales opportunities: customers who have to buy Instead have to stumble with the experience that is stuck or not to answer Until finally changing his mind to a competitor who understood him more
• Reduction of loyalty to the brand: When the customer feels that the brand does not understand him The unique experience will make him not want to come back again.
• Disadvantaged race: In an era where every business competes at "experience" brands that do not adapt to understand customers Will definitely be left behind

Finally The most expensive cost is not an advertisement, but "losing customers" for competitors who do homework.

-Prompt for illustrations-

The graph of the "marketing" graph is rising, but "Conversion Rate" goes down with a silver icon that is flying away.

Is there any way to fix: know "User Journey Mapping" "Visitors" tool to "customers"

The solution of this problem is to stop "guessing" and turn to "understand" systematically with a tool called User Journey Mapping . What is the user journey mapping Speaking the easiest image, it is "the customer's travel map" that will tell the whole story of your customers with your brand. Since before he knew you To the decision to buy and become a regular customer This map is not just "Starting" and "finish line" but it will delve into:

• Persona: The fictional character representing your target customers.
• Stages (Step): Main moment That customers must pass, such as realizing problems (Awareness), considering alternatives (Consideration), Decision (Decision), and re -purchase
• TouchPoints (touch point): The way or point where customers interact with your brand, such as seeing advertisements on Facebook, search on google, come to the homepage, read reviews, talk to the admin.
• Thoughts & Feelings (ideas and feelings): In each step What do customers think? How do you feel? (Such as confused, excited, not sure, relief)
• Pain Points (problem/obstacles): What is the thing that makes customers feel frustrated or want to quit mid -cars?
• Optunities (Opportunities for improvement): What can we do to fix those Pain Points and create a better experience?

The beginning of the user journey mapping is to change the view from "What do we want to say?" What are the customers wanting to know and how to feel "which is the heart of the user experience (UX) that is successful?

-Prompt for illustrations-

The beautiful and clear User Journey Map Shows the steps from Awareness to Retention and Persona. Walk along the route. And there is an icon/feeling appearing above the head in each checkpoint

Examples from the real thing that used to be successful: the online store at the sales shop 200% because of the "map" one sheet

In order to be clearer I would like to give an example of "One online tree shop" that has encountered a problem with customers leaving a very high basket. At first, the team thought that it might be at the product price. But after doing the User Journey Map of the main customers (Office worker who wants to get a tree to decorate the desk) They have discovered a shocking truth. Pain Point is not important at "tree price", but at the "concern about shipping" and "uncertainty about how to take care of the trees." In the checkout process, customers will be hesitant when seeing the additional shipping. And without any information That helps them to be confident in taking care of trees The team then brought the information from Journey Map to improve by showing the shipping fee clearly from the product page, ready to create a section "UPSELL". And add reviews from customers that confirm that "Beginners are survived" into the checkout page. The result is the rate of baskets decreased by more than 60% and the overall sales increased by 200% within 3 months. All of these come from the "stop -guess" and start "understanding" customers through the map.

-Prompt for illustrations-

The image of the check out page on the mobile phone before improving the product price and the purchase button. After improving, there is a clear delivery information, there are customer reviews, and has added advice on relevant products.

If you want to follow, what to do: 6 steps to create a user user journey map.

At this point, you would like to create this wonderful map for your business, right? The good news is that it doesn't have to be complicated or always expensive. Try to follow this 6 simple steps.

1. Set goals and Persona: Start with the question that "What are we going to make this map?" (For example, to reduce the rate of basket) and "Who are we making a map?" (Select Persona or 1 main customer group first)
2. Set the main step (Stages): Simple customer travel procedures From before meeting us until the purchase is finished, such as recognizing> Searching> Compare> Buy decisions> Waiting for the item
3. Specify the touch point (Touchpoints) and actions (Actions): in each step Where do customers meet us (Google, Facebook, Page) and what they do (click advertisement, read articles, watch videos, press the add to Cart button).
4. Deep down on ideas and feelings: This is the heart! Try to play a customer and ask yourself if "When I was doing this What am I thinking? How do you feel? "(For example," This website is so slow ... frustrated "," Very little product information ... not sure. ") Making UX Analysis to find in -depth information in this step will help a lot.
5. Find Pain Points and Opportunities: According to information, ideas and feelings in Article 4, what is the "Pain Points) and we will change it to" Opportunities "to improve?
6. Adapted and measured: take the "opportunities" that you really encounter to improve your website or process, such as improving the UX structure of the website (Improve UX Structure for Better Navigation ) and keep track of the results of whether the numbers have improved the numbers or not.

Just this, you will get the first user Journey Map that is useful and can be used.

-Prompt for illustrations-

Infox summarizes 6 steps for making User Journey Map with an easy -to -understand icon in each step. (Extension glasses icon, icon, map icon, lamp icon)

Questions that people tend to wonder And the answers that are cleared

How detailed user journey map?
The answer is "detailed enough to find OPPORTUNITIES. "For the beginning It doesn't have to be 100% perfect. Just have the main components (Persona, Stages, Touchpoints, Pain Points). It is enough to make meaningful changes.

Do you have to use expensive tools?
Not necessary at all! You can start with Post -it paper on Whiteboard, made in Spreadsheet or use an inexpensive online tool like Miro or Figma as well. The important thing is "data" in it. Not the beauty of the tool

Where did the information for Persona and Journey Map come from?
The best source is "Real customer"! You can collect from:

• Customer interviewing directly
• Questionnaire
• See information from Google Analytics.
• Read reviews or comments on social media.
• Ask the team that often meet customers such as sales teams or admin.

User Journey Map, do it once?
No, Journey Map is a "living document" that should always be reviewed and updated (such as every 6-12 months) because the behavior of customers, technology and markets are constantly changing. Always understand the customer's path is the tips of sustainable success as Nielsen Norman Group has given advice.

-Prompt for illustrations-

A picture of a post -it note with Pain Point icon (frowning) and OPPORTUNITY (lamp) on the User Journey Map to convey the continuous improvement and development.

Summary: Change "Map" to "sales" today.

Creating a User Journey Map is not just a beautiful document. Up one sheet and then end, but it is the "change of thinking" of the entire organization. To turn to look at everything through the eyes of the customer first It is a powerful tool that will help break the wall between "us" and "customers" and change from marketing "forced" to the "attractive" marketing that creates impressive experiences until customers have to choose us.

Do not let your website be just a "showroom" that is beautiful but no one buys anymore. Try to apply the principles of User Journey Mapping. Start with a small step. Choose only 1 person and try to draw his travel map. I guarantee that you will find a hidden "treasure" on the way. And can change the "visitor" into a "real customer" for sure

It's time to stop guessing customers. Then turned to create the experience that they would fall in love with truly understanding If you want UX/UI design expert as a partner, help you create a User Journey Map and design a website that meets customers and creating sales. Our team is ready to give a free consultation!

-Prompt for illustrations-

Picture of two people (Business owners and customers) are catching each other with a backdrop of a higher sales graph. Conveys the success of creating good relationships and mutual understanding.

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