Analytical Methods
User Flow
User Flow gives teams a repeatable qualitative research practice. It keeps everyone aligned around design & prototyping by helping you mapping and improving user journey to achieve their goals. Grounded in analytical methods, the method turns insight into tangible next steps.
Goal
Design & Prototyping
Group
Qualitative Research
Users
Indirect User Involvement
Overview
User Flow is a visual representation of the steps, paths, and interactions a user takes to complete a specific task or achieve a goal within a system. By mapping out the flow, designers understand user behavior, decision points, and potential obstacles. User Flow is essential in user experience design, interaction design, and product development, where visualizing the user's journey guides design decisions, usability improvements, and overall user-centric design.
Step-by-Step Procedure
8 steps to complete
1
Define your objectives
Before you start creating user flows, determine the goals and objectives of the project. Understand the user needs and pain points that the product or service is intended to address.
2
Identify key user personas
Analyze your user research to develop detailed user personas. These personas should represent the different types of users that will interact with your product or service.
3
Map out user scenarios
Using the user personas, create a list of specific scenarios that users may encounter while interacting with your product or service. These scenarios should be based on the user's needs, desires, and goals.
4
List key user actions
For each user scenario, outline the steps users will go through to complete their objective. You should analyze potential contexts, motivations, and interactions in order to identify each key action.
5
Create a visual representation
With the key user actions identified, visualize the user flow using charts, diagrams, or wireframes. This step will help you identify any possible issues and optimize the user experience. Select the most suitable visual representation for your project, such as flowcharts or storyboards.
6
Evaluate and iterate
Analyze your user flows and evaluate whether they align with your objectives and understandability. Conduct usability tests and gather feedback from users to refine your flows. Iterate on your flows until they meet the needs and expectations of your target audience.
7
Document and collaborate
Create documentation for your user flows so that other team members, such as designers and developers, can understand, review, and contribute to their refinement. Maintain open communication and regularly update your user flows in a collaborative manner.
8
Monitor and update continuously
UX research and user flows are not a one-time process. Regularly monitor user interactions, gather feedback, and update your user flows to consistently enhance the user experience and adapt to any changes in user needs or objectives.
Method Complete
Real-World Examples
See how this method is applied in practice
Understanding Deal Discovery Behavior
Research conducted with Groupon users to understand how they discover and evaluate local deals. Participants included frequent buyers in the Food & Drink and Health & Beauty categories, as well as occasional users. The study revealed that users rely heavily on personalized recommendations and location-based filtering, with visual imagery and merchant ratings being key decision factors. Users also expressed interest in occasion-based browsing like "date night deals" or "weekend activities."
Local Merchant Experience Research
Study with restaurant, spa, and fitness business owners to understand their experience with Groupon's merchant platform. Participants included both new merchants in onboarding and experienced merchants running multiple campaigns. Findings showed merchants struggled with understanding optimal pricing strategies, setting deal capacity, and interpreting performance analytics. Many requested competitive benchmarking and seasonal promotion guidance.
Deal Redemption Experience Study
Research with Groupon customers who recently redeemed deals at local businesses. The study focused on the in-person redemption experience, including showing vouchers to merchants, handling booking requirements, and resolving issues. Insights revealed that users felt anxious about merchant acceptance and wanted clearer communication about what to expect during redemption.
Deliverables
What you'll produce from this method
User Flow Diagram
A visual representation of the user's journey through the product or service, highlighting the sequence of steps, actions, and decisions made by the user.
User Flow Documentation
A detailed report outlining the user flow, identifying key touchpoints, pain points, and opportunities for improvement. Includes notes on user behavior, decisions, and motivations at each step.
User Flow Comparison
A comparison of the current user flow with alternative user flows based on user feedback and best practices to identify areas of improvement.
User Flow Recommendations
A set of actionable recommendations to optimize the user flow based on user needs, goals, preferences, and feedback.
User Flow Test Scenarios
A collection of test scenarios used to validate the effectiveness of the user flow and identify any potential bottlenecks or issues.
User Flow Metrics
A list of key performance indicators (KPIs) related to the user flow, such as task completion rate, time on task, and user satisfaction, to help measure the success of the design.
User Flow Prototype
An interactive prototype that demonstrates the proposed user flow, allowing stakeholders and users to experience the design and provide feedback.
User Flow Presentation
A presentation summarizing the user flow findings, recommendations, and key insights to communicate the results to stakeholders and team members.
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