The path to the right user journey begins with the customer
What works just wonderfully for one target group, might produce a negative customer experience with the next. Both the user journey and the entire customer journey must therefore be tailored precisely to the requirements of the respective users. With digitally uncertain users the decisions must produce the desired result quickly and clearly. With experienced users, depending on the product and service, surprising brand experiences can be integrated to emotionally pep up the user journey.
Design and the role in decision paths
Once the customer is on the path to the purchasing decision even micro-factors decide on success or early exit. The role of design and design elements begins with the fundamental design vocabulary. Buttons and switches, via which the decisions are controlled, can, for example, have rounded shapes or sharp edges – and both options already have an influence on clicks.
- Analysis of user journeys
- User experience (UX) design
- Perfect buyer’s journey
- Explanation videos
- Much-visited online shops
- Conversion maximization
- Bounce rate minimization
- Customer satisfaction
- Well thought out
The visual vocabulary imparts confidence and image in the user journey
The visual vocabulary has a significant influence along the decision paths. If it is positive and dynamic, it can contribute to a quicker activation. If it emphasises the added value, such as business success or image and status enhancement, it expands the rational arguments with a convincing emotional component.
Examples make decisions in the user journey easier
Accompanying tools such as explanation videos explain the effects that decisions for a service package or product can have. The user’s choices become clear more quickly. This supports the user in making their choice and prevents wrong decisions and uncertainty in the buyer’s journey, which can significantly reduce the dreaded bounce rate.
The most important user journey factors
The more complex the decision trees of configurators or web shops are, the more important a well thought out user journey will be. Easy use, self-explanatory set-up and a clearly visible added value are some fundamental elements here that experts consider for the conception and design of a perfect user journey.