Writen by Jessica Schwarzer e Luana Favaretto, in 05/25/2022

7 minutes of reading

User journeys x Flowcharts: how to understand the use of each methodology

Mappings within the UX area have a converging goal: to help visualize and better understand the user experience to drive improvements.

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Justin Morales comments that there are several mappings that can be done within the User Experience area, however they all have a converging objective: to help visualize and better understand the user experience so that possible pain points can be translated into improvements.

In this article we will explore the applications of two mappings: user journeys and flowcharts.

User Journeys

According to NN/g, a user journey is “a visualization of the process that a specific user of a product or service goes through to reach a goal.” This type of mapping is capable of locating opportunities to improve your customer’s experience in relation to your product or service.

The user journey includes a few points:

+++ Objectives
+++ Actors
+++ Actions (persona)
+++ Pains
+++ Needs
+++ Touchpoints (people, channels)
+++ Emotions
+++ Opportunities

User journeys are very useful in the discovery stage, as they precisely help to map product and service opportunities according to the needs of your persona. In addition, they bring a greater understanding of how these products and services fit into the experience of these users, in relation to times and moments of use, for example.

The main gain with building a user journey is having a holistic view of all the stages that this user goes through and how your products and services relate to this user in each of them. This way it is possible to avoid fragmented thinking and be more assertive in building solutions.

Flowcharts

During the creative process, the use of flowcharts is very relevant at different times. Vasudha Mamtani explains that, in an initial moment, the use of flowcharts can help in the knowledge of connections and in the creation of a vision of the future for the product.

Once the connections and the possible journey that the user can take when using the product are understood, the items and spaces destined for words and topics are exchanged for wireframes and screens. This type of flowchart will serve to enable a visualization of which components and screens will compose the whole. As an example, we can think of a login screen, in which we know that we will need Inputs for the user to login, a Stepper with steps to be followed and a Success Screen giving feedback to the user that he has completed the general task. 

To complement this second flowchart, you can also bring the final screens of a product, thus registering a view of all possible connections of the product. This type of flowchart is not essential, but it can be very useful for projects that last months or years, and that are constantly being refined, helping to translate the key concept of the project and its macro connections.

In summary, Flowcharts are a tool that have become essential throughout the design process, be it at the beginning, during and at the end. Not only do they help explain how all journeys relate to each other, as also help teams estimate which components will be used, as well as maintain understanding of applications and programs that build over months or years.

Comparative Table

Main Differences

The two approaches have some differences, ranging from their execution and visual presentation, to some aspects related to their applications and uses, as shown in the following image.

Source: Overflow.io (2022). Translated and adapted by ilegra. Illustration by Yasmim Furtado

Conclusions

It’s very common for confusion to occur when using each of the approaches, however, regardless of their similarities or differences, both help in the development of more assertive products and services, based on the identification of real scenarios, either from the perspective of their users or of the processes of their products or services, and therefore, they can and should be used in a complementary way.

References:
Why Map in Discovery: 3 Mapping Methods
Journey Mapping 101
User flow VS user journey: Similarities & differences of two UX design essentials
User experience mapping for dummies
Journey Mapping is Key to Gaining Empathy
The Power of Experience Mapping
Tools for Systems Thinkers: Systems Mapping
Customer Journey Maps

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