Online Marketing Amsterdam

User flow is the roadmap to smart interaction

About user flows

A good user flow is the invisible structure that determines how a user moves through your digital product. A user flow is often represented in a diagram to provide insight into how users navigate through the product. It visualizes what steps someone takes from entry to conversion and shows how users navigate through different parts of a digital environment. Whether it’s a simple lead generator or a complex application – with a thoughtful user flow, you create an optimal structure for user experience and ensure that every click is logical and effective.

At Online Marketing Amsterdam, we often develop and design user flows as part of a broader UX design process, including wireframes, functional design, interfaces and navigational structure. Designing user flows is essential for creating effective interfaces. But in some cases, a full UX journey is not necessary. Instead, for smaller websites or campaign pages, we take a lean approach: a stand-alone user flow path that serves as the basis for UI design and technical realization. This way we think along with the scope, complexity and budget of our clients.

What to expect

Vertical user flow based on briefing and input
Joint review of structure and journeys
Horizontal flow as a prelude to design & development
Connection to wireframes, navigation and UI design
Visually illustrated in clear diagrams
Flexibly deployable: as a stand-alone or as a UX component
Use of software to visualize and analyze user flows
Applicable to various functions within digital products

Examples of application:

UX design processes for websites and platforms
Preparation for wireframes and functional design
Campaign pages and conversion-oriented microsites
Lean preprocessing for UI design at lead generators
Part of content strategy and prototyping
Touchpoint mapping in customer journey development
Optimization of the user experience on the homepage through user flows

Our working method

Inventory & goals – What should the user be able to achieve? In this step, you determine the particular goal the user needs to achieve within the user flow.
Vertical flow mapping – Linear outline schematic route. Here you map out the steps the user takes to reach the given goal.
Review & fine-tuning – Validate together for completeness and logic. In this step, you test together whether all required actions are included in the flow.
Horizontal flow – Visual elaboration per page or interaction moment. Per page or interaction moment you see what particular action the user performs.
Input to design – Translation to wireframes and UI design. The goal is for the user to successfully complete the flow.

What is a user flow and why is it important?

A user flow (or user flow) is a visual representation of the steps a user goes through within a website, app or digital platform. A user flow often starts from a user need and focuses on guiding the user to a specific goal. It helps to structure interactions logically, identify obstacles and accelerate the desired conversion. By already developing a clear flow prior to design, you avoid inefficiencies in wireframes, prototyping or UI design.

User flows are also a bridge between strategy, UX design, technical development and content. Understanding product usage helps you further optimize the user flow. Whether you are working on a platform, e-commerce environment or brand website – insight into user flows helps you optimize the customer journey and increase conversions.

User Journey: mapping the user’s journey

A user journey is the visual representation of the journey a user takes while interacting with a digital product. It is an essential part of the design process because it helps designers to truly understand the user’s needs, goals and motivations. Mapping the user journey provides insight into all steps and interactions: from the initial contact moment to achieving the desired outcome. This makes it possible to identify pain points and obstacles, so that the user experience can be optimized in a targeted way.

Each user journey consists of several steps and touchpoints, where the user interacts with the product in various ways. Think of navigating through an interface, performing a specific task or searching for information. By making this journey visual, designers get a handle on the user’s context and expectations. This allows them to target needs and ensure that the journey is smooth and logical. The result: a product that is not only functional, but also meets the user’s needs.

Customer Journey: the bigger picture of customer experience

The customer journey provides the larger perspective on the total customer experience. Whereas the user journey focuses on a user’s specific interaction with a product or service, the customer journey encompasses all the interactions a customer has with a company or brand. This extends across different channels and touch points, such as social media, email, phone, the website and even face-to-face conversations.

By understanding the entire customer journey, companies can optimize the customer experience and respond to customer needs at every stage of the process – from initial introduction to purchase and loyalty. Analyzing this journey makes it possible to identify bottlenecks and improve interactions on each channel. This creates a cohesive and positive experience that not only increases conversion, but also strengthens customer loyalty. Mapping the customer journey is thus a powerful tool to deepen the relationship with the customer and increase the success of the product or brand.

The power of thoughtful user flow

Thoughtful user flow is indispensable for creating the best user experience. By optimizing the flow, designers ensure that users intuitively and effortlessly navigate through the product and achieve their goals. A good user flow is characterized by logical navigation, clear instructions and a minimum number of steps and interactions. Thereby, it is important to integrate different forms of feedback so that the user always knows where he is and what the next step is.

Creating a strong user flow requires continuous evaluation and improvement, based on user research and feedback. This ensures that the user experience remains optimal and that the product is increasingly aligned with user needs. By focusing on how users move through the interface and anticipating their expectations, designers can not only improve the user experience, but also increase the conversion and success of the digital product. Good user flow is thus an essential foundation for any successful design.

Reviews

Becky's Bootcamp

Ontzettend blij met Michael en Jasper. Ze zijn ontzettend vriendelijk, meedenkend, enthousiast en willen je ook echt helpen groeien. Wat ik persoonlijk heel fijn vind is dat ze bij een ''startende onderneming'' budgetwijs meedenken. Michael en Jasper voelen heel vertrouwd, en dat is heel fijn samenwerken. (Ow en.. wij zijn pas een maand of 3 bezig, en ik ben al zo hard gegroeid! Op naar meeeeer!!)

Noelle Carr-Ellison

I am working with OMA for a multi restaurant business. These guys have really made a difference to us! I recommend wholeheartedly!

Zakenreis Magazine

Heel blij met jullie professionele hulp en prettige samenwerking het afgelopen jaar, een dikke 10!

r _

The crew at OMA is an absolute pleasure to work with! Their swift and clear communication makes every interaction a breeze. Add to that their skill set and work ethic, and—several projects later—I can't recommend them highly enough.