User Journey Analysis

In UX, we talk a lot about what users think, but we rarely study how their attitudes actually change over time. Most research still relies on one-time surveys like SUS, NPS, or post-test ratings. These snapshots are useful, but they tell us almost nothing about how trust grows, how frustration accumulates, or how confidence rises and collapses after a single confusing update. Attitudes are not steady states. They are trajectories shaped by experience. There are scientific ways to track those trajectories. Continuous-Time SEM lets researchers measure how satisfaction or trust evolves in real time, even if we collect feedback at irregular moments. A streaming app can trigger a question after each session and see exactly when enjoyment starts to drop, so recommendations can intervene before disengagement sets in. Latent Transition Analysis helps us understand how people move between hidden states such as novice, intermediate, competent, or stuck. Instead of guessing who needs help in onboarding, we can calculate the probability a user will progress or remain frustrated and then redesign tutorials to move them forward. Bayesian Hierarchical Models solve a common UX problem. What if we do not have huge samples like consumer apps do? With twenty or thirty enterprise users, traditional statistics break down, but Bayesian methods still model growth and decline in attitudes. They can reveal that confidence improves for new employees but decreases for experts after a redesign, a pattern that would otherwise remain invisible. Joint Modeling goes further by connecting attitude trends with real outcomes such as churn. It can show that a drop in usability or motivation predicts cancellation two weeks before users actually leave, turning measurement into prevention. One of the most powerful and practical tools is Hidden Markov Modeling. Instead of relying on surveys, it infers emotional states from behavior like hesitation, rage clicks, repeated backtracking, or abandoned tasks. It detects frustration even when people are silent, revealing emotional shifts that traditional surveys fail to capture. If you want to go deeper into these methods and see more concrete examples, I put together a full breakdown on the blog. You can read it here: https://lnkd.in/eY_Nwme2

Design based on facts, not vibes. Here’s why UX research matters ↓ Skipping UX research when designing a website is like assembling IKEA furniture without the instructions. Sure, you might end up with a chair, but will it hold your weight—or will it wobble until it collapses? UX research isn’t just another box to check. It’s the foundation that keeps everything from falling apart. Without UX research, you’re designing based on vibes, not facts. And that’s how “cool” designs end up confusing users, tanking conversions, and turning into “oh no” moments after launch. So, what does UX research actually do? → Spot user pain points before they become your pain points. → Prioritize features and designs using real data instead of educated guesses. → Create experiences users love, not just tolerate. → Boost key metrics like engagement and conversions (because let’s be honest, that’s the end goal). So, how do you make UX research happen? By staying curious, asking great questions, and using the right tools: 𝗨𝘀𝗲𝗿 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀 Talk to real humans—ask them what’s frustrating, what’s working, and what they need. You’ll learn more in one conversation than you will from staring at analytics. 𝗨𝘀𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝘁𝗲𝘀𝘁𝗶𝗻𝗴 Put your design in front of users early. Watch where they click, hesitate, or get stuck. Sure, it’s humbling—but it’s also how you fix things before they become disasters. 𝗦𝘂𝗿𝘃𝗲𝘆𝘀 Fast, efficient, and a great way to confirm (or shatter) your assumptions. 𝗛𝗲𝗮𝘁𝗺𝗮𝗽𝘀 Find out where users click, scroll, and hover. They’ll tell you exactly where your design nails it or falls flat. 𝗔/𝗕 𝘁𝗲𝘀𝘁𝗶𝗻𝗴 When you can’t decide between two options, let users vote with their actions. Data > opinions. 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀 No, it’s not copying—it’s learning what works in your industry and where you can stand out. 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝗺𝗮𝗽𝗽𝗶𝗻𝗴 Walk in your users’ shoes. Every step of the way. From discovery to conversion, figure out where they’re thrilled and where they’re frustrated. Here’s the bottom line: Fixing problems post-launch is a headache you don’t need. UX research saves you time, money, and the embarrassment of explaining why users can’t figure out your shiny new design. Build websites that don’t just look good—build ones that work for your users and your business. --- Follow Jeff Gapinski for more content like this. ♻️ Share this to help someone else out with their UX research today #UX #webdesign #marketing

AI changes how we measure UX. We’ve been thinking and iterating on how we track user experiences with AI. In our open Glare framework, we use a mix of attitudinal, behavioral, and performance metrics. AI tools open the door to customizing metrics based on how people use each experience. I’d love to hear who else is exploring this. To measure UX in AI tools, it helps to follow the user journey and match the right metrics to each step. Here's a simple way to break it down: 1. Before using the tool Start by understanding what users expect and how confident they feel. This gives you a sense of their goals and trust levels. 2. While prompting  Track how easily users explain what they want. Look at how much effort it takes and whether the first result is useful. 3. While refining the output Measure how smoothly users improve or adjust the results. Count retries, check how well they understand the output, and watch for moments when the tool really surprises or delights them. 4. After seeing the results Check if the result is actually helpful. Time-to-value and satisfaction ratings show whether the tool delivered on its promise. 5. After the session ends See what users do next. Do they leave, return, or keep using it? This helps you understand the lasting value of the experience. We need sharper ways to measure how people use AI. Clicks can’t tell the whole story. But getting this data is not easy. What matters is whether the experience builds trust, sparks creativity, and delivers something users feel good about. These are the signals that show us if the tool is working, not just technically, but emotionally and practically. How are you thinking about this? #productdesign #uxmetrics #productdiscovery #uxresearch

Growth made no sense until I looked at the structure. That’s what I told the CEO after three weeks inside the company. They asked for a growth report. I gave them something else: A systems map. And suddenly, everything made sense. The real problem wasn’t speed — it was structure The product had features. The market had demand. But the system had gaps: – Disconnected flows – Misaligned value messaging – Friction across core user journeys – No visibility into how the product supports business goals We didn’t need a marketing sprint. We needed to re-architect the logic behind the offer. What I did — step by step 1. Mapped the full user & business flow from first touch to revenue I created a wall-to-wall diagram showing: – Entry points – Landing logic – Conversion mechanics – Post-signup friction – Activation leakage – Monetization mismatch I tracked not just UX flows, but also revenue flows. That’s what changed the conversation. 2. Identified system nodes, not just screens Each “node” in my map represented a decision point or value transfer. Examples: – Does the product deliver value before asking for commitment? – Is pricing shown before or after trust is built? – Are onboarding steps aligned with actual user goals? Every drop-off had a reason. Every delay had a cost. 3. Visualized tensions and contradictions I used red lines and friction markers to show: – Where growth was blocked by the product structure – Where the messaging promised one thing and the experience delivered another – Where internal priorities (sales, marketing, dev) pulled in different directions It wasn’t a Figma prototype. It was a living map of operational truth. 4. Translated it into a reframed offer Once the map was clear, I rebuilt the logic of the offer: – Realigned feature messaging with user outcomes – Repositioned the pricing page to follow clarity – Removed “dead zones” from the flow – Added missing conversion points that gave users reason to commit ▸ If your product has users, funding, and a roadmap — but still resists real growth, structure is likely the missing layer. Not what the team sees on the surface, but what holds it underneath: the logic, the sequencing, the actual spine of how value moves. That’s where I work. I enter at the point where velocity stops helping, and stability becomes non-negotiable. ▸ If your product is funded, functional, and still not growing the way it should, this is where to look. Not in the interface. Not in marketing. In the underlying system that holds or leaks your value. And this isn’t just about SaaS. I’ve employed the same architecture-first approach in health tech, fintech, AI platforms, and internal enterprise systems. The logic is always the same: Unstable structure blocks scale. I work exactly there. Quietly, structurally, end-to-end. Follow Tanya R. for more. ⤷ Lead UX/UI Product Designer ♻️ Repost this to share with others!

How to Create a Journey Map for ITSM (Without Losing Your Mind or Your Users) Let’s face it—most ITSM diagrams look like a spaghetti chart married a ticket queue. If you want to stop guessing where your users are frustrated and start fixing what actually matters, a journey map is your new best friend. Here’s how to build one that makes IT look like a hero (not the villain): 1. Pick a Journey That Actually Happens ↳ Password resets, new hire onboarding, broken printer meltdowns. Start with something real, not theoretical. 2. Talk to Users—Not Just IT ↳ Ask them what they expected, what they experienced, and what drove them to curse under their breath. 3. Write Down the Actual Steps (All of Them) ↳ What really happens, not what’s in the SOP. Include email lag, portal confusion, and "calling my cousin in IT." 4. Capture the Pain Points ↳ Highlight friction, frustration, delays, and unnecessary approvals. If a step adds no value, it adds user rage. 5. Add Emotions, Not Just Actions ↳ Mark how users feel at each stage: Confused. Hopeful. Furious. A smiley face where one belongs? Rare. But possible. 6. Visualize the Whole Experience ↳ Build a timeline or flowchart. Make it so clear that even leadership says, “Oh… yeah, that’s not great.” 7. Fix It with Users, Not to Them ↳ Co-create the better experience with feedback loops, pilot changes, and check-ins. 8. Rinse & Repeat ↳ Because once you map one journey, you’ll discover five more that need saving. A few of my favorite resources to help get your journey started: ↳ Customer Experience Professionals Association (CXPA) ↳ Annette Franz, CCXP ↳ Lynn Hunsaker, CCXP Journey Mapping isn’t about perfection. It’s about visibility. You can’t fix what you refuse to see. Have you ever gone through your own IT process as a “test user”? What did you find? (And did you survive?) ♻️ Repost to save someone from another broken ticket loop. 🔔 Follow Bob Roark for more no-fluff ITSM leadership tips.

Day 4 - CRO series Strategy development ➡ Customer Journey Mapping Most businesses think they know their customers. Few actually map their journey. Here’s how to do it the right way: 1. Define Your Objectives Before mapping anything, ask: ◾ Are you optimizing conversion rates? ◾ Enhancing customer satisfaction? ◾ Streamlining internal processes? A clear goal leads to a more effective journey map. 2. Identify Customer Personas Who are your customers really? Develop detailed profiles that include: ◾ Demographics ◾ Preferences ◾ Buying behaviours ◾ Pain points A journey map without personas is just a guess. 3. Outline Key Stages of the Journey Customers move through distinct phases. Break it down: ◾ Awareness → How they first discover your brand ◾ Consideration → Researching and comparing options ◾ Decision → Making the final purchase ◾ Post-Purchase → Engaging with support or becoming a repeat customer Each stage presents different challenges and opportunities. 4. Map Customer Touchpoints Every interaction matters. Identify where customers engage with your brand: ◾ Website visits ◾ Email campaigns ◾ Social media engagement ◾ Customer service interactions ◾ In-store experiences Understanding these touchpoints helps refine the overall experience. 5. Gather Data & Insights Data removes guesswork. Use analytics to uncover: ◾ Drop-off points in conversion funnels ◾ Pages with high engagement ◾ Customer service trends Insights from real user behavior guide smarter decisions. 6. Identify Pain Points & Opportunities Not all interactions are seamless. Look for: ◾ Friction points (abandoned carts, slow response times, confusing navigation) ◾ Opportunities (upsells, loyalty programs, personalized experiences) Even small optimizations can lead to significant improvements. 7. Create the Journey Map Make it visual to improve clarity. Use: ◾ Flowcharts ◾ Diagrams ◾ Interactive tools A clear, easy-to-share map aligns teams and drives action. 8. Collaborate Across Departments Customer journey mapping isn’t just a marketing exercise. Involve: ◾ Sales ◾ Customer support ◾ Product teams Cross-functional input leads to a more comprehensive strategy. 9. Test, Iterate, and Improve Your first map won’t be perfect. Keep refining based on: ◾ New data ◾ Customer feedback ◾ Business growth A journey map should evolve as your company and customers do. Why This Matters: ✔ Deeper Customer Understanding – Know their motivations and challenges ✔ Improved User Experience – Reduce friction and increase satisfaction ✔ Higher Conversion Rates – Optimize the buying process ✔ Stronger Team Alignment – Get every department on the same page See you tomorrow! P.S: If you have any questions related to CRO and want to discuss your CRO growth or strategy, Book a consultation call (Absolutely free) with me (Link in bio)

Are you generating enough value for users net of the value to your company? Business value can only be created when you create so much value for users, that you can “tax” that value and take some for yourself as a business. If you don’t create any value for your users, then you can’t create value for your business. Ed Biden explains how to solve this in this week's guest post: Whilst there are many ways to understand what your users will value, two techniques in particular are incredibly valuable, especially if you’re working on a tight timeframe: 1. Jobs To Be Done 2. Customer Journey Mapping 𝟭. 𝗝𝗼𝗯𝘀 𝗧𝗼 𝗕𝗲 𝗗𝗼𝗻𝗲 (𝗝𝗧𝗕𝗗) “People don’t simply buy products or services, they ‘hire’ them to make progress in specific circumstances.”  – Clayton Christensen The core JTBD concept is that rather than buying a product for its features, customers “hire” a product to get a job done for them … and will ”fire” it for a better solution just as quickly. In practice, JTBD provides a series of lenses for understanding what your customers want, what progress looks like, and what they’ll pay for. This is a powerful way of understanding your users, because their needs are stable and it forces you to think from a user-centric point of view. This allows you to think about more radical solutions, and really focus on where you’re creating value. To use Jobs To Be Done to understand your customers, think through five key steps: 1. Use case – what is the outcome that people want? 2. Alternatives – what solutions are people using now? 3. Progress – where are people blocked? What does a better solution look like? 4. Value Proposition – why would they use your product over the alternatives? 5. Price – what would a customer pay for progress against this problem? 𝟮. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 Customer journey mapping is an effective way to visualize your customer’s experience as they try to reach one of their goals. In basic terms, a customer journey map breaks the user journey down into steps, and then for each step describes what touchpoints the customer has with your product, and how this makes them feel. The touch points are any interaction that the customer has with your company as they go through this flow: • Website and app screens • Notifications and emails • Customer service calls • Account management / sales touch points • Physically interacting with goods (e.g. Amazon), services (e.g. Airbnb) or hardware (e.g. Lime) Users’ feelings can be visualized by noting down: • What they like or feel good about at this step • What they dislike, find frustrating or confusing at this step • How they feel overall By mapping the customer’s subjective experience to the nuts and bolts of what’s going on, and then laying this out in a visual way, you can easily see where you can have the most impact, and align stakeholders on the critical problems to solve.

Are we stuck in our own heads? Sometimes, product teams can end up discussing features from their perspective, not the user's.  The result? Wasted time, misaligned priorities/features nobody asked for. User personas and journey maps are great tools here, to shift focus from what we think to what users actually need. These tools need to be built on actual data and research to be useful. It’s not supposed to be just imagination. That being said, a far-from-perfect journey map is still better than no journey map. It puts the user centerstage, and focuses the conversation around their needs. Here are 5 tips for your next user journey map. 🔁 Keep iterating A journey map isn't a one-hit wonder. It's a living document. Update it as the user experience evolves and new releases go out. 🚗 Try reverse mapping Start from the ideal end-state of your user journey and work backwards. It might help uncover overlooked opportunities, and tie up ‘loose’ touchpoints! 🤝 Collaborate and share Work with other teams to create journey maps. Marketing might have the heat maps for the website drop-offs, but customer support will have all the emails about why exactly customers hated the site. You need both to figure out the relevant pain points. ✉️ Get feedback from real customers Ask your users if the map reflects their actual journey. Gather feedback, and refine it. ✅ Use Looppanel’s journey mapping template It’s cute, easy to edit and free on Figjam. Get it here: https://bit.ly/4d5utGi Read our detailed guide on user journey mapping here: https://bit.ly/4c91tw5 What do you struggle with the most while building user/customer journey mapping? #journeymapping

Leaders: want to increase conversion, retention, or upsell performance? Start with the Customer Journey Mapping session. It’s one of my favorite team activities — especially if you lead: → A sales team trying to close more deals → An account management team trying to boost retention or expansion → A product team focused on user activation and conversion Here’s how it works (and why top teams swear by it): ⸻ The Setup Map the entire customer journey on a wall or whiteboard. Use sticky notes for each key stage: discovery → decision → onboarding → renewal → expansion → etc. Now it gets good. ⸻ The 3-Step Session ✅ 1. Align on the full journey Most teams think they’re aligned. But when they see it laid out together — gaps emerge. Questions fly. Assumptions get challenged. Clarity increases. ✅ 2. Identify missed moments Ask: “Where are the biggest drop-offs? Where can we add value before customers ask?” These are your trigger points — places to proactively reach out. ✅ 3. Extract top-performer moves Here’s the magic. Your best reps or PMs are already doing something at key moments — → A perfectly timed check-in → A high-value asset they send → A strategic upsell convo they start naturally Systematize that. Share it across the team. ⸻ When done right, Customer Journey Mapping isn’t just a whiteboard session. It becomes a playbook for proactive growth. Alignment goes up. Retention goes up. Customer experience? Way up. This session is so effective, I added it to my 52 Team Meeting Activity Cards (along with 51 others just like it). https://lnkd.in/gxRzewTx Because leadership isn’t a title. It’s a fire. Ignite it in yourself — and your team. ♻️ Repost to help other leaders improve alignment and execution 🔔 Follow Dwight Braswell, MBA for tactical leadership tools that drive results

We’ve all been there—the first blush of new love. On the first few dates, we show up as our best selves, full of energy and curiosity. We give glowing reports to our friends and family about how we’ve finally found “the one.” In short, we get a little nuts. Our ability to assess the situation and report on the pros and cons tends to get a little wonky. It isn’t until we’ve witnessed our new flame in close quarters that we start to really suss out what level of compatibility might exist and what areas could stand to improve. How do they deal with untangling Christmas lights? What’s something they never get tired of? When are they at their best, and when are they at their worst? Similarly, the only way you’re going to get to know your customers on a truly authentic level is if you take the time for journey mapping. Journey mapping allows companies to dig beneath the surface of how customers interact with their products and get to their core motivations, frustrations, and quirks. It provides the real-world information developers need to create something that’s relatable, credible, and compatible with customer experience. Journey mapping is a qualitative process, so you must use qualitative methods. The goal is to create as many direct lines of conversation or observation with representative users as possible. This can include: Competitive analysis. This can be useful if a product hasn’t in launched yet, and you’re trying to gather a base sense of the ideal state. Having representative users interact with a competitive product is useful to see what areas of friction emerge and then try to avoid those elements. Customer or user interviews: These allow researchers to capture firsthand stories about users' experiences with products and give insight into the feelings, mindsets, and emotions surrounding the experience. They can be conducted remotely or in person. Field study or contextual inquiry: Real-time observation of representative users while interacting with a product, in it’s actual environment allows researchers to identify discrepancies between what users/ customers report and what they actually do. As anyone can tell you, what people say they do doesn’t always match up with what they actually do. Diary studies. These are useful because they capture user experience longitudinally. Having people keep track of the experience in this way helps alleviate the fallible memory aspect that can impact the accuracy of reporting. A solid relationship isn’t built on fairytales and fuzzy feelings, and neither is an excellent product. Paying close attention to your customer’s experience using journey mapping methods is a necessary step in finding out if their needs and your product are a match made in heaven.