Using the knowledge we gained from the discovery phase, we mapped out the steps required to complete a specific task or goal. This included identifying touch-points, such as C2As or filling out forms. We considered how the user may interact with the product at each step. We sketched ideas for speed until we had something to wireframe and prototype. We wanted to keep the process simple by breaking it into bitesize chunks, whilst avoiding ending up with a 50-step sign-up process.
Additional considerations of the user experience included signposting compulsory information (eg. NI / passport numbers) early in the flow, to prevent user frustration deeper in the journey.
Creating a clear and intuitive customer flow can improve the overall experience and make it easier for users to achieve their goals on your platform.
Wireframing helped to visualise the arrangement of elements, such as C2A's and copy, ensuring the flow was intuitive and user-friendly. It allowed us to think about how to deliver the content on varying screen and device sizes.
Clickable prototypes allowed users to interact with the design. This enabled us to test and refine the customer flow before beginning development.
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Entry points are crucial for gaining traction and attracting customers. By offering high-quality, relevant content and a well thought out user experience, a business can increase the likelihood of user engagement. Several versions of these pages were tested using A/B and multi-variant techniques until we were happy with the metrics.
Identifying the content users want to interact with on their first, second and third visits is essential when creating a high performing funnel.
A combination of qualitative and quantitative analysis alongside 'gut feeling' all contribute to improving the funnel's performance.
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