A user flow is a visual representation, either written out or made digitally, of the many avenues that can be taken when using an app or website. The flowchart begins with the consumer’s entry point on the product, like an onboarding screen or homepage, and ends with the final action or outcome, like purchasing a product or signing up for an account. Depicting this process allows designers to evaluate and optimize the user experience and therefore increase client conversion rates.
- Create an intuitive interface
- Evaluate existing interfaces
✦ Identify the information that visitors need
- What needs or desires do users have? What problem do they want to solve?
- Why do they need it?
- Which qualities (about the product) are most important to them?
- What questions do they have about the product?What are their doubts or hesitations?
- What information do they need to take action?
- What’s their emotional trigger to propel them to taking action?
✦ Present the right information at the right time: keep users moving down the funnel, toward the desired action. Optimize the content on each screen for conversions.
- In each step, present a clear, benefit-oriented value proposition.
- Explain how the product is useful and how it works. Invite users to read more detailed information.
- Back up your claims with easy-to-digest proof points (references, testimonials, studies, etc.).
- Minimize friction. Ask for the minimum amount of information, reduce the number of fields, extra clicks, and page-loading time. Use trust elements.
- Create clear and attractive calls to action that guide users to the next step
✦ Map flow steps with state diagrams
In each moment of a user flow, the screen shows something, and the user reacts to it. A good and understandable way to map steps in the flow is to use state diagrams. Use these diagrams to focus on the most-wanted action on every screen the user sees.
📝Few things to remember
- Have clear goals for users. Help them understand where they’re going and each step they’ll take to get there.
- Provide immediate feedback. Whether they click a button, fill a form, or navigate from one page to another, tell them how they’re doing, and what’s going on. Messages and copy have a critical role.
- Maximize efficiency. Once a user becomes familiar with our site and starts experiencing flow, they’ll want to work more quickly and the site to feel more responsive. Use key features (a lot) and see if there are any annoying, repetitive tasks. Pay close attention to feedback from user tests. Make the experience frictionless.
- Allow for discovery. Once a user has begun to work with maximum efficiency, there’s a chance that they’ll feel less engaged and grow bored with their experience. To avoid this, make content and features available for discovery.
When the smooth path is interrupted—or something doesn’t seem to fit—the flow is broken, which means that the experience is also momentarily broken. These small episodes of friction are cumulative.