User Flow

Why are user flows important?

Increasing the UX development budget by just 10% can result in a striking 83% boost in conversion rates. This demonstrates the powerful impact that focused UX improvements can have on user behavior and business outcomes.

User flows play a crucial role in creating successful digital products. Here’s why they matter:

Communicating product vision

User flows help teams share ideas about how a product should work. They show the path users take through an app or website, making it easier for everyone to understand the product’s launch goals. These visual guides help designers, developers, and stakeholders see eye-to-eye on what the product should do and how it should feel to use.

Streamlining development

With clear user flows, development teams can work more efficiently. They provide a roadmap for building features in the right order and with the right connections. This reduces confusion and helps avoid costly mistakes or rework later in the process. User flows act as a shared reference point, keeping everyone on the same page throughout the project.

Enhancing user focus

User flows put the spotlight on the people who will actually use the product. By mapping out user journeys, teams can spot potential problems or confusing steps before they become part of the final product. This user-centered approach leads to more intuitive and enjoyable designs, resulting in better customer success and thriving products

User flow vs. user journey

Understanding the difference between user flows and user journeys is key to effective product design. 

Let’s explore these two concepts:

User flow

User flows are specific, task-oriented diagrams. They show a user’s exact steps to complete a single goal within an app or website. These flows focus on the technical path through the interface, including screen transitions and user actions. They help teams visualize how users interact with the product on a granular level.

User journey

User journeys take a broader view of the user’s experience. They map out a person’s entire process when engaging with a brand or product, often spanning multiple channels and touchpoints. User journeys consider emotional states, pain points, and motivations, providing context beyond just the digital interface. They help teams understand the full scope of user experiences and needs.

Key differences

While user flows zoom in on specific tasks, user journeys paint a bigger picture. User flows are more technical and focused on interface design, whereas user journeys explore the wider context of user experiences. Both tools are valuable for creating user-centered designs but serve different purposes in product development.

What are some examples of user flow?

Completing a specific task in an app

This flow might show how a user orders food delivery. It starts with opening the app and logging in. The user then searches for a restaurant, browses the menu, and selects items. They review their cart, choose delivery options, and enter payment details. 

The flow ends with order confirmation. Each step is mapped out, showing screens, user actions, and decision points. This helps designers ensure the process is smooth and intuitive from start to finish.

Learning about SaaS software on a website

This flow begins when a visitor lands on the homepage. It shows how they navigate to product information pages, perhaps clicking through features or use cases. The flow might include watching a demo video or reading customer testimonials. 

It could show paths to pricing information or FAQs. The goal is to map out how potential customers educate themselves about the product. This helps teams optimize the website to provide clear, compelling information that guides visitors toward becoming leads or customers.

Signing up for a free trial online

This flow starts on a landing page or pricing page. It shows the steps a user takes to begin a free trial, including entering contact information and creating an account. The flow might include choosing a plan or answering onboarding questions. 

It might display email verification steps or initial product setup. The flow ends with the user accessing the trial version. This helps teams streamline the sign-up process and identify potential drop-off points to improve conversion rates.

Purchasing a product from an eCommerce site

This flow maps the buying process from product discovery to checkout. It might start with a user searching for an item or browsing categories. The flow shows how they view product details, select options, and add items to their cart. 

It continues through the checkout process, including entering shipping and payment information. The flow ends with order confirmation. This helps teams optimize the purchase funnel, reduce cart abandonment, and create a smooth buying experience.

Subscribing to a newsletter on a website

This flow typically starts when a user encounters a newsletter sign-up form. It might begin on the homepage, a blog post, or a dedicated newsletter page. The flow shows how users enter their email addresses and other details like names or preferences. It includes confirmation steps, such as checking a box to agree to terms. 

The flow might demonstrate a double opt-in process, where users click a link in a confirmation email. It ends with the user successfully added to the mailing list. This flow helps teams optimize sign-up placement, simplify the process, and ensure compliance with email marketing regulations.

How to build a user flow chart

Creating a user flow chart is a key step in designing user-friendly digital products. 

Here’s a guide to help you through the process:

Define your goal

Start by identifying the specific task or objective you’re mapping out. Be clear about what the user is trying to achieve. This could be anything from purchasing to signing up for a service. Having a well-defined goal helps keep your flow focused and relevant.

Identify user steps

List all the actions a user must take to complete the task. Think about each screen they’ll see and every decision they’ll make. Don’t forget about potential errors or alternative paths. This step helps you understand the complexity of the task from the user’s perspective.

Choose your tool

Select a tool to create your flow chart. This could be specialized software like Figma or Miro or even simple tools like PowerPoint or Google Drawings. Pick something that allows for easy editing and sharing with your team.

Create your symbols

Use consistent symbols throughout your flow chart. Common elements include rectangles for steps, diamonds for decisions, and arrows to show direction. Keep your symbols simple and easy to understand at a glance.

Map out the flow

Start arranging your steps and decisions in a logical order. Use arrows to connect the elements and show the user’s path. Include alternative routes and error states to create a complete view of the user’s journey.

Review and refine

Once you have a complete flow, review it with your team. Look for unnecessary steps or confusing paths. Refine the flow to make it as smooth and intuitive as possible. Remember, the goal is to create a clear, efficient path for users.

How to improve user flow

Enhancing user flow is crucial for creating more effective and user-friendly digital products. Here are key strategies to optimize your user flows:

Focus on one goal

Keep each user flow centered on a single, specific objective. This clarity helps users navigate more easily and complete tasks more efficiently. Start by identifying the primary goal of the flow, such as making a purchase or signing up for a service. 

Remove any steps or elements that don’t directly contribute to this goal. This focused approach reduces confusion and improves the overall user experience.

Start from one entry point

Begin your flow at a single, well-defined entry point. This could be a homepage, a landing page from an ad, or a specific feature within an app. By considering how users arrive at the start of the flow, you can tailor the experience to their context and needs. 

This approach helps ensure that users have all the necessary information and motivation to complete the task, regardless of where they begin their journey.

Build a UX/UI roadmap

Create a comprehensive plan for improving your user experience and interface. This roadmap should outline short-term and long-term goals for enhancing user flows. Include specific action items, such as simplifying complex processes, adding helpful tooltips, or redesigning key screens. 

Prioritize these improvements based on user feedback and business goals. A well-structured roadmap helps teams stay focused on continuous improvement and ensures that changes to user flows align with broader product strategies.