What is a User Journey

A user journey is the path that a user follows while interacting with a product, service, or system. It typically involves multiple touchpoints and interactions across various channels and platforms. User journeys are often mapped out to understand and optimize the user experience, identifying pain points, opportunities for improvement, and moments of delight. These maps can include steps such as awareness, consideration, purchase, and post-purchase activities, depending on the context of the user’s interaction. They are valuable tools for designers, marketers, and product managers to create more user-centric experiences.

But who are your users?

User profiling involves creating detailed descriptions or profiles of typical users based on various characteristics such as demographics, behaviours, preferences, and needs. This process helps businesses and organizations better understand their target audience and tailor products, services, and marketing strategies to meet their specific needs and preferences.

User profiling typically involves collecting and analysing data from various sources such as user surveys, website analytics, social media interactions, and customer feedback. This data can include demographic information like age, gender, location, occupation, as well as psychographic data such as interests, values, attitudes, and purchasing behaviour.

By creating user profiles, businesses can gain insights into who their users are, what they want, and how they interact with their products or services. This enables them to design more personalized and effective experiences that resonate with their target audience, leading to higher user satisfaction, engagement, and loyalty.

Linking User Profiling to User Journeys

Linking user profiles to user journeys involves understanding how different types of users interact with a product, service, or system at various stages of their journey. Here’s how you can do it:

  • Segmentation: Start by segmenting your user profiles based on key characteristics such as demographics, behaviours, preferences, and needs. This segmentation helps you create more targeted and relevant user journeys for different user groups.
  • Mapping User Journeys: Map out the typical paths that users from each segment take when interacting with your product or service. Identify key touchpoints, interactions, and decision-making stages along the journey.
  • Persona-Driven Journeys: Create persona-driven user journeys by aligning each step of the journey with the specific needs, goals, and pain points of your user personas. This ensures that the journey is tailored to address the unique characteristics of each user segment.
  • User Research: Conduct user research to validate and refine your user profiles and user journeys. Gather feedback from real users through surveys, interviews, and usability testing to ensure that the profiles and journeys accurately reflect user behaviour and preferences.
  • Iterative Optimization: Continuously monitor and analyse user behaviour to identify opportunities for optimization. Use analytics tools to track user interactions and identify areas where users are dropping off or experiencing friction in their journey. Adjust your user profiles and user journeys accordingly to improve the overall user experience.
  • Personalization: Leverage user profiles to personalize the user experience at each stage of the journey. Tailor content, recommendations, and interactions based on user preferences and past behaviour to enhance engagement and drive conversions.

By linking user profiles to user journeys, you can create more personalized and impactful experiences that resonate with your target audience, ultimately leading to higher user satisfaction and loyalty.

Using this Info, How do You Make User Journeys Easier for Users

To make user journeys easier for users, it’s crucial to prioritize simplicity and clarity in design. This involves simplifying navigation, minimizing steps, and providing clear guidance throughout the journey e.g tool tips. 

Consistent design elements and responsive layouts ensure a cohesive experience across devices, while prioritizing content and helping when needed enhances usability. 

Continuous testing and iteration based on user feedback help identify and address pain points, ensuring that the journey remains intuitive and efficient over time. By incorporating these strategies, user journeys can be optimized to deliver a seamless and enjoyable experience for users, ultimately leading to higher satisfaction and engagement.

Example of a User journey

Let’s consider the user journey of ordering food delivery through apps like Just Eat or Deliveroo:

  • Discovery: The user opens the app and is presented with personalized recommendations based on their previous orders and preferences. They browse through various restaurant options, filtering by cuisine type and delivery time.
  • Selection: After finding a restaurant they like, the user selects their desired items from the menu. The app provides detailed descriptions, images, and reviews to help them make informed choices. They add items to their cart and proceed to checkout.
  • Checkout: The checkout process is streamlined with saved payment and delivery information, reducing friction for returning users. The user confirms their order, selects a delivery time, and applies any available discounts or promotions.
  • Order Tracking: Once the order is placed, the user receives real-time updates on the status of their delivery. They can track the progress of their order, including when it’s being prepared, picked up by the delivery driver, and en route to their location.
  • Delivery: The delivery arrives within the estimated timeframe, and the user is notified when it’s at their doorstep. They receive their food, confirm the order is correct, and rate their delivery experience within the app.
  • Post-Purchase: After the delivery, the app prompts the user to provide feedback on their meal and overall experience. They may also be incentivized to reorder with personalized recommendations or loyalty rewards for future orders.

This user journey exemplifies a well-executed experience with intuitive navigation, clear communication, and seamless transitions between each stage of the process. It’s designed to meet the user’s needs for convenience, choice, and reliability, resulting in a satisfying and efficient ordering experience.

What is a User Journey Map

A user journey map is a visual representation of the steps and stages that a user undergoes when interacting with a product, service, or system. It delineates the user’s experience from initial awareness to outcome, highlighting touchpoints, actions, emotions, opportunities, and pain points along the way. By dividing the journey into stages and incorporating user personas or segments, user journey maps offer a comprehensive view of the user experience, helping businesses understand and optimize interactions to better meet user needs and preferences. These maps serve as valuable tools for designers, marketers, and product managers, providing insights that drive the creation of more user-centric experiences, leading to increased satisfaction, engagement, and loyalty.

Why do you need to think about the thoughts and feelings of the customer when creating a User Journey Map?

Considering the thoughts and feelings of the customer when creating a User Journey Map is essential for building empathy and understanding the user experience from their perspective. By recognizing the emotions users may experience at each touchpoint, businesses can identify pain points, moments of delight, and opportunities for improvement. Understanding how emotions influence user behaviour allows for the creation of more personalized and engaging experiences that meet user needs and preferences. Additionally, prioritizing the emotional aspect of the user journey can lead to increased user satisfaction, loyalty, and retention over time, ultimately driving business success.


In conclusion, understanding and optimizing user journeys is essential for creating successful and user-centric experiences. By mapping out the paths users take when interacting with products or services and considering their thoughts and feelings throughout the journey, businesses can better address their needs, pain points, and moments of delight. User profiling plays a critical role in tailoring experiences to specific user segments, while strategies like segmentation, persona-driven design, and continuous optimization help create personalized and impactful user journeys. Prioritizing simplicity, clarity, and empathy in design ensures that user journeys are intuitive, efficient, and enjoyable for users. Ultimately, by focusing on the user experience and incorporating insights from user journey mapping, businesses can drive higher satisfaction, engagement, and loyalty, leading to greater success in the competitive marketplace.

Key Points:

  • User journeys represent the paths users take when interacting with products or services.
  • User profiling helps understand customers and tailor experiences to their needs.
  • Linking user profiles to user journeys involves segmentation, mapping, and persona-driven design.
  • Making user journeys easier for users requires prioritizing simplicity, clarity, and continuous improvement.
  • Considering users’ thoughts and feelings is crucial for empathetic and effective design of user journey maps.

Erin Lanahan

Combining marketing savvy with design finesse, I am on a mission to transition from marketing assistant to product designer. With a background in both marketing and graphic design, I am hoping bring a unique perspective to crafting captivating consumer experiences.

Rise of the machines.

Ahsan Zafeer • 26th November 2022

Ahsan Zafeer covers topics related to tech and digital marketing and tweets @AhsanZafeer. Here he explains people’s fears as to why machines are taking over their jobs.