A Great Means of re-envisioning Your Product
Nowadays, a design is usually driven by the question “Will it optimize the conversion rate?”. At the same time, A/B experiment becomes the golden rule to measure the success of a design. Gradually, quickly made UI elements take over interfaces and result in vague product identities.
To step out of the narrowed view of “small changes that have a big impact on increasing conversion rates”, you need user flows. While making a user flow, you go through all kinds of data, identify pain points, come up with designs that solve real problems and keep the tone of voice consistent, while pragmatically clarifying what to fix in the current journey. Most importantly, it gives you an opportunity to re-envision your product.
Let’s make a user flow together.
Step 1: Use quantitative data to start — where can the problems lay?
Find the page where the majority of users lands on. And map out a flow until users are converted. In the example, most users land on the homepage and then go to the search result page. They are converted when purchasing something. Usually, it is not a one-way flow, users can jump between two pages.
Identify where users drop off. As we can see, more than 40% of users left the flow after viewing the search result page. And although many went to the product detail pages, only 5% made purchases. It is clear that there are problems on the search result page and the product detail page. You may already have some assumptions in mind at this stage.