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On any given website, there will be a limited number of core user journeys which reflect the use of the website by a majority of users. User journeys will mirror the main user goals for the site and will bring users into contact with key decision points and onto the site’s key pages. These are the pages that will define the user’s experience.
Each of the waypoints on a user journey can be examined and, when combined with task modeling, which we look at later, the act of deconstructing user journeys enables designers to mold and shape the user experience based on all of the touch points or steps that users take on the site. And for users, navigation is the tangible manifestation of information architecture.Back to Top
Rick Monro is UX Director at Fathom. He has extensive experience in user research, interaction design, user-centered design, and design strategy with private and public sector organisations throughout the UK and Ireland.
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If you are interested in learning about the principles of UX and the tools or techniques that you can use to develop and refine your user's experience, DMI has produced a short course on the subject for all of our students. You can access this content here:
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ABOUT THIS DIGITAL MARKETING MODULE
The UX Design module will cover in depth the differences between interactive and presentational communication, illustrating how the priority of the marketer shifts from getting attention in a presentational environment, to giving attention in an interactive environment. You will understand how a user-focused approach to design impacts content planning, information architecture, customer-journey planning, prototyping, testing and validation, progressive-disclosure and other powerful approaches to the display and interactivity of content.
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