Understanding the user journey is vital to brand and conversion success. Recently I created a linear user journey hypothesis mapped to an optimised funnel to understand the decision making process from user engagement to conversion. My schematic below shows how I mapped the process to a simple user story as follows:
As a leisure traveller, I want to book a hotel, so I can enjoy my city break
Acceptance Criteria: Given that the email I receive is timely, the offer is good and it satisfies my expectations on location, comfort, space and cost.
- When the prospect opens the email, ensure the email renders correctly
- Ensure the information is concise and the call to action is clear
- On Click thru ensure the experience is joined up and the process to book is simple and hassle free
Take out. Ensure you optimize your experiences across multiple-channels and touch-points to create an omni-channel experience which you can analyse and understand to drive deeper meaningful interactions with your customers and prospects.