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Journey Maps

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Care for your users at every step

If you read this sentence, how likely are you to read the next? That depends on many factors. (Gotcha.)

Users’ emotions are central to journey maps, and when we construct these maps, we put ourselves in the user’s shoes. Beneath each step the user might take, potential thoughts and emotions are recorded. Upon visiting a site, for example, the user might be excited, overwhelmed, suspicious…

Journey maps show where users get held up—pain points, as they’re called. Whether the result of inconvenience, confusion, or simply a poorly written sentence, pain points keep users from following one step to the next.

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Journey maps provide opportunities for fixing problems anywhere a pain point arises. Are too many options overwhelming the user? Pare them down, or organize them more logically. Is the hero image less than ideal for the target audience? Find one that’s tailor-fit to the project.

Not all of the frustrations covered by a journey map occur within the site or the app itself. A journey map encompasses the user’s entire experience, online or off. Let’s say you run a food delivery application and your customer’s ordering experience is, well, seamless. If the delivery comes an hour late, there’d better be a straightforward way for users to report it—not to mention good customer service.

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