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How to create a user flow map for your website & app

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Hur man skapar en användarflödeskarta för din webbplats och app



In the highly competitive world of rock climbing, some athletes perform an extreme version of ascent: a climber performs a flash climb when they complete a route on their first attempt. Climbers value world record flash climbs because each climber only gets one attempt to set a record.

As difficult as flash climbs are, they aren’t extreme enough for some climbers. In a flash ascent, climbers can study the route, receive advice, and formulate plans. For climbers not satisfied with that level of challenge, onsight climbs are performed by climbers who not only have never completed the ascent before but haven’t even seen the route.

Extreme athletes seek out unique challenges, taking pride in accomplishing things that most people cannot. While the risk of failure adds unique value to sports, it adds unnecessary difficulty to business processes. In the business world, you don’t define success by creating unique challenges but by creating unique solutions to minimize challenges. One of those solutions is a user flow map—a method of diagramming the pathways users take through your interface.

A good user flow map helps businesses understand their users’ journeys, identify pain points, and plan for contingencies. This guide explains user flows, how to create user flow maps, and some best practices for designing your diagrams.

Key takeaways:

  • User journey describes the user’s entire experience with your company, while user flow describes the steps they follow using your interface.
  • Some common shapes like ovals, rectangles, diamonds, and parallelograms have commonly understood uses in flow charts.
  • Follow best practices and use the experts at Optimizely to level up your digital experience.

 

User flow vs. user journey

While user flow and user journey have similar names and overlap in significant ways, you should be aware of important differences between these concepts.

De user journey encompasses every aspect of the user’s experience with your company. The user journey begins when a user first becomes aware of your business (or becomes aware of a need you can solve) and ends with their last interaction with your company. That means that while you can’t know exactly when a user journey begins or ends, you can use customer relationship management software to identify where a user is on their journey and how to move them to the next step.

The user flow overlaps with the user journey, but it specifically describes the pathway users follow on your website or application. For example, a user flow may begin when a user visits your website for the first time and end with a purchase. Those activities are a part of the larger user journey, but the user flow is more interested in the experience users have with your website or app.

The user journey is interested in the user’s emotions, tangible and intangible interactions, ongoing communication, relationship building, etc.—the “people” side of the process; while the user flow is interested in the “technology” side of the process—the user’s clicks, page visits and subscriptions. The user flow and user journey describe different elements of the same relationship between your business and your users.

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User flow diagraming

Your users won’t ever see your user flow map, but you and your team will refer to it throughout the life of your website or app, so while it doesn’t have to be the prettiest document, it should still be clear and user-friendly.

While the rules of user flow diagraming aren’t set in stone, you should know some best practices and generally understand flowchart creation syntax.

  • Ovals represent the start and end point of your flow chart. Depending on your process, your user flow might have more than one start point and more than one endpoint.
  • Squares or rectangles represent individual pages or steps. In general, flow charts, squares and rectangles can be any step of a process, but in web and app design, squares and rectangles represent individual pages in the user interface.
  • Diamonds represent decisions that users must make. For example, when a user first attempts to log in to your platform, your website may prompt them to connect a Google or Facebook account, or they may log in with an email or continue as a guest. Depending on their choice, their journey through your website or app may diverge as you deliver a different experience based on their choices.
  • Parallelograms represent input required by the user. For example, you may require them to input a serial number to activate their product or provide a shipping address to receive a service.
  • Arrows indicate the direction of the flow. Your flow may include loops, crossroads, and diverging and converging pathways, so indicating the sequence of elements is essential for your user flow map to be readable. 

Generally, those four shapes, along with arrows, are the foundational building blocks of your user flow map, but you can always use additional shapes, colors or other design elements to communicate any information you believe is relevant. Remember that the purpose of a user flow map isn’t just to follow the rules or check a box but to communicate information about the user flow. The example below shows additional shapes that other companies have used when skapa flödesscheman.

1675763904 430 How to create a user flow map for your website

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Användarflödesdesignprinciper

Som med alla former av kommunikation förlorar användarflödeskartor något värde när de utelämnar relevant information och innehåller för mycket irrelevant information. Att utforma en framgångsrik användarflödeskarta inkluderar att balansera flera överväganden för att maximera användbarheten av ditt diagram.

1. Upprätta en detaljnivå

Om dina användarflödeskartor är för detaljerade blir de invecklade och svåra att läsa. Om de inte är tillräckligt detaljerade är de inte användbara. Att fastställa rätt nivå av granularitet är ett viktigt första steg i att utforma en användarflödeskarta.

När det kommer till att designa diagram är den gyllene principen att ta hänsyn till dina användares behov. Vilken typ av frågor kommer de att försöka besvara med ditt diagram? Vilken erfarenhetsnivå kommer de att ha? Vad kommer de att använda detta diagram för att göra? Att svara på dessa frågor hjälper dig att definiera rätt detaljnivå för din användarflödeskarta.

2. Överväg alternativ

En av anledningarna till att användarflödeskartor är användbara är att de tillåter designers att visuellt analysera den resa som användarna går på när de går igenom din webbplats eller app. Gör ditt bästa för att överväga alla alternativ när du utformar din användarflödeskarta.

Till exempel, vad gör du om användare lägger till varor i sin kundvagn men lämnar utan att checka ut? Vad gör du om en användare anger en faktureringsadress men inte en leveransadress? Vad händer om en användare begär en gratis provperiod men sedan köper den fullständiga versionen? Din användarflödeskarta hjälper dig att identifiera dessa vägskäl och planera för oförutsedda händelser.

3. Använd rätt digital upplevelseplattform

Dina användares digitala upplevelse är viktig. Optimera är en kraftfull digital upplevelseplattform med expertverktyg för att hjälpa till med automatisering, A/B-testning, innehållshantering och mycket mer.

En användarflödeskarta beskriver bara dina kunders resa när de interagerar med ditt digitala gränssnitt. Medan en användarkarta kan hjälpa till att identifiera smärtpunkter och visuellt inspirera lösningar, är nyckeln till att förbättra din kunds upplevelse att förbättra innehållet på din webbplats eller app.

 

Om du är redo att ta dina digitala upplevelser till nästa nivå, börja idag för att arrangera ett möte med en Optimizely-representant idag.


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Salesforce, Google partner on local commerce

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Salesforce, Google partner on local commerce

Salesforce has announced an integration between Salesforce Commerce Cloud and Google Merchant Center to help merchants highlight the availability of products in stores. The move builds on Salesforce data that suggests both the widespread use of online search in advance of brick and mortar store visits, and an increased likelihood of shopping trips when consumers can see that a store has an item in stock.

Using this new integration, merchants using Commerce Cloud will be able to turn local inventory data into local product listings on Google Search and Google Maps and in the Shopping tab.

Varför vi bryr oss. The distinction between digital and real-world commerce continues to collapse. Those online shopping behaviors that exploded during the pandemic will be with us for the foreseeable future, but it doesn’t mean store visits are a thing of the past.

Rather, consumers are looking for seamless connections between an online product discovery experience and in-person purchases. This integration seeks to support that aim at a granular local level.

The Salesforce data that supports the move can be found here.

Embedding commerce in discovery. The integration also braids together online discovery and the commerce experience. Just as many merchants now seek to provide a frictionless transition from finding a product online to making a digital purchase, this sees the opportunity to link discovery with in-person shopping.

This move pairs with the recent announcement of Salesforce’s Einstein GPT for Commerce that combines proprietary and generative AI models with real-time data such as customer demographic data and shopping history, to automate and tailor shopper recommendations in Commerce Cloud.

Gräv djupare: A roundup of the latest AI-powered marketing technology releases


Skaffa MarTech! Dagligen. Fri. I din inkorg.



Om författaren

Kim Davis

Kim Davis är redaktionschef för MarTech. Född i London, men en New Yorker i över två decennier, började Kim täcka företagsprogramvara för tio år sedan. Hans erfarenhet omfattar SaaS för företaget, digital-annons-datadriven stadsplanering och tillämpningar av SaaS, digital teknik och data i marknadsföringsområdet.

Han skrev först om marknadsföringsteknologi som redaktör för Haymarkets The Hub, en dedikerad marknadsföringsteknologiwebbplats, som sedan blev en kanal på det etablerade direktmarknadsföringsmärket DMN. Kim började på DMN proper 2016, som senior redaktör, och blev Executive Editor, sedan chefredaktör en position som han hade till januari 2020.

Innan han arbetade med teknisk journalistik var Kim Associate Editor på en hyperlokal nyhetssajt i New York Times, The Local: East Village, och har tidigare arbetat som redaktör för en akademisk publikation och som musikjournalist. Han har skrivit hundratals New York restaurangrecensioner för en personlig blogg och har varit en och annan gästbidragsgivare till Eater.

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Vad är AIO? Den nya modellen revolutionerar innehåll och förutsägelser om AI

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Vad är AIO? Den nya modellen revolutionerar innehåll och förutsägelser om AI

I 1936, the creator of Turing Machines predicted that a machine would one day be able to think like a human, if not even outperform the human. 

It’s 2023, and we’re officially here.

82% of marketers believe that AI will be the future of marketing—in fact, many of them already believe AI writes better than a human (Capterra study).

Well, with ChatGPT flying past 100 million users in just two months…we’re living in the future.

AI is revolutionizing the way we work, think, and create. 

I joined Content at Scale as the VP of Marketing this January in a bold move of ‘adapting or die’ for my career in content—one month in, what I’m seeing, learning, and facilitating for marketers and teams is blowing my mind. Let’s talk about it.

Reduce Content Overhead Costs and Frustrations by 5x-25x With the AIO Model

It’s now the Stone Age to sit at your computer and drum up 2,500 words for an SEO post from a blank slate.

Seriously.

1679645854 863 Vad är AIO Den nya modellen revolutionerar innehållsförutsägelser

When you can generate long-form SEO content (2,500 words or more) that’s fully original and well-written inside of five minutes or less, you’ll never want to go back. 

On average, I’m seeing a 5-25x reduction in associated content creation costs (which is mind-boggling!), and a time savings of 5-10x. (My full-time writer at Content Hacker went from 7 hours per post to one hour per post after we adapted this model.)

Here’s the AIO model I’ve built out reflecting the difference of what you can do in your business and marketing by replacing the human blank-slate writing with AI blank-slate writing, based on hundreds upon hundreds of use cases from Content at Scale clients:

1679645854 917 Vad är AIO Den nya modellen revolutionerar innehållsförutsägelser

“AIO”, Artificial Intelligence Optimization, is the term I’ve created to properly define the new way we’re seeing hundreds of marketers and teams create content:

  • Artificial Intelligence as the baseline writer (replacing the human writer and blank slate)
  • The human writer as an optimizer of the AI baseline content

And—it’s working.

With the time and money savings, it’s an absolute no-brainer to switch to AI as the baseline.

The Human Process Involved In AIO

While we see AI perfectly capable of writing an entire 2,500 word blog from scratch, with a single keyword and one-sentence prompt:

Vad är AIO Den nya modellen revolutionerar innehållsförutsägelser

We also see the need for the human optimization process pre-publicera more necessary than ever.

Without your unique story (or client case studies/testimonials) woven in, the human touch of adding statistics, double-checking facts and cutting the fluff; AI-written content simply won’t stand out. It won’t set you apart in the content sea; it won’t drive customers and loyal fans in droves to your email list. So, the human touch is necessary.

My C.R.A.F.T. framework within AIO defines the steps writers should take to make the AI content more human and personalized once you take it from AI and get it ready to publish (from AI to O):

1.     Cut the fluff

2.     Review, edit, optimize

3.     Add images, visuals, media

4.     Fact-check

5.     Trust-build with personal story, tone, links

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Humans are needed for the optimization side, and for that human touch that must be applied to the content AI generates. Content itself will never be a fully automated, 100% AI process; but AI can remove hours and hours of painstaking work from the content creation pipeline, which will save countless amounts of energy and dollars in the coming months and years when marketers adapt in full force.

 Predictions About the Future of Content & AI

This year, Capterra surveyed almost 200 marketers using AI in their marketing. 82% of them said that the content written by AI was just as good if not better than human-generated content.

One of the first Generative AI experts in the world, Nina Schick (founder of Tamang Ventures, and creator of Substack project ‘The Era of Generative AI’), has told Yahoo Finance Live that she believes ChatGPT will completely revamp how digital content is created, and by 2025, software built with ChatGPT will enable us to reach 90% of all online content now being generated by AI. She said: “ChatGPT has really captured the public imagination in an extremely compelling way, but I think in a few months’ time, ChatGPT is just going to be seen as another tool powered by this new form of AI, known as generative AI,” she said.

Google Trends shows a HUGE jump in interest and traffic around the term “ChatGPT:”

Vad är AIO Den nya modellen revolutionerar Content Predictions.webp

Search traffic shows that the interest in AI is the highest it has ever been. The previous peak was in January 2012:

1679645855 976 Vad är AIO Den nya modellen revolutionerar Content Predictions.webp

375 million jobs obsolete in the next ten years. In the next three years, it’s predicted that 120 million workers around the globe will need to be retrained and re-skilled for this new world.

Newer and better-paying jobs in AI will come on the scene, but they won’t replace the amount of jobs lost; so without retraining and reskilling, and learning how to adapt, average people will have difficulty finding new work.  

Are You Ready to Join the Future? 

I’m excited to see just how much AI will revolutionize human efficiency and optimization. 

We’re in new times.

Are you ready to join the future of marketing and learn about all things AI?

I know I am. 

See you on the other side!


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Den nya digitala världen: Topp 3 viktiga takeaways från Opticon

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Den nya digitala världen: Topp 3 viktiga takeaways från Opticon



Each year, I look forward to Opticon, where our global community of customers, partners, industry experts, academia, media, and digital leaders come together to explore the latest in digital.

 

This year, we brought everyone together in San Diego, in person for the first time since 2019. Over  three dynamic days, we enjoyed countless conversations envisioning a future of digital where experiences are created and optimized at the same time. 

 

Plenty of valuable learnings were shared, but I’ve highlighted my top three takeaways below.

 

  1. Change has become uncertain; we must be adaptive.

The world is moving faster than ever, and change is constant and chaotic. Today’s digital leaders must navigate uncertainty on nearly every level: economic upheaval, rapid cultural change, ever-escalating customer expectations, and a tight talent market. Digital leaders face challenges that make it difficult for consumers and brands to react and connect. 

 

But another element of change has profoundly changed over the past three years: change has become unpredictable, dramatically increasing the difficulty of creating the end-user experience. To not only stay the course but to grow in this unpredictable environment, you must put your organization on “adaptive footing” to account for quick changes. 

 

That’s why Optimizely is increasing digital team agility through automation and AI and building simpler, reliable systems of records. Think customizable AI workflow for content creation and approval processes, automation to sync updates across all destinations, and approved templates that can be integrated seamlessly for marketers to speed up production while maintaining governance. 

 

Keeping pace with the digital elite requires frictionless collaboration across teams, and there is no time to waste on clunky, inefficient workflows.

 

  1. A great customer experience requires a great practitioner experience. ​

Simplifying “work about work” helps teams not only ride the wave of change but prioritize their well-being. 

 

So many marketers feel overwhelmed by complexity, which is a real problem for creativity. You wouldn’t want your sports team playing exhausted or demoralized before the big game; the same goes for your team at work. 

 

When we surveyed global marketers, the top creative roadblocks included employee burnout and high turnover. Our research also revealed that 92% of global marketers believe dispersed teams caused by remote or hybrid work impacted their ability to develop ideas and execute campaigns, and 93% say their creative ideas were better before the pandemic. 

 

If the practitioner experience is suffering, your can bet that the customer experience is also suffering. We must ensure our teams are up for the challenge of keeping pace. 

 

Teams need a platform where they can effectively collaborate and communicate across internal silos inclusively, and where workflows are purpose-built to the needs across the content lifecycle. With this reality in mind, we built Optimizely’s Ddigital Eexperience Pplatform (DXP) — because inclusive, well-orchestrated collaboration leads to better outcomes for all.

 

  1. Marketers, developers, and product leaders have become part of the same digital team. 

Today’s customers are digitally adept and confident, and their brand expectations — and the stakes of meeting those expectations — are rising faster than ever before. 

 

Enligt recent research on customer expectations, 80% of customers now consider the experience a company provides to be as important as its products and services, and 71% say they’ve made a purchase decision based on experience quality.

 

Being customer-centric is at the heart of any great digital experience. That’s why the digital team — comprised of marketers, developers, and product teams in our modern digital landscape — must work together to meet customer expectations and deliver optimized experiences. 

 

Consider marketers. With access to a slew of customer touchpoints and experimentation data, the marketing team is a critical resource for understanding customers’ wants and needs. Developers, product teams, and beyond should absolutely utilize this data to remove the guesswork and inform strategies, priorities, roadmaps, and decisions. 

 

By working together to inject data across silos, teams can have the insight needed to make the right decisions and create with confidence. 

 

Thank you to all who kindly shared their wisdom during this year’s Opticon. Stay tuned for information about next’s year Opticon, taking place October 10-12, 2023 back in San Diego!


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