User journeys are not linear

Some thoughts on user journeys

  • Funnel metrics should not be forced into a customer journey map; they should be used as a lens to view specific parts of the journey.

  • Customer journeys are not linear and time-based; different customers have different behaviours and timelines.

  • Instead of trying to map every possible journey, focus on moments that matter and address pain or friction points.

  • Journey mapping should serve a purpose, have defined outcomes, and be validated by data and customers.

  • Turning journey maps into static artifacts is not recommended; use a customer framework based on needs and jobs to be done.

  • Journey maps are not the only tool for service design; other tools like service blueprints, empathy mapping, and simulations can be utilized.

About Fraser Clark

I've been a professional developer for over 10 years. I've been consulting and developing websites & software for small businesses, multi-nationals & governments.

I'm an expert in WordPress, Drupal, Laravel & a whole host of other platforms.

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