AMERICA'S HEALTHIEST GROCERY STORE

USER FLOW DESIGN PROCESS

MY CHALLENGE

To ensure a seamless User Experience by creating User Flows to depict the movement of the User’s interaction through the new website.

USER FLOW PROCESS

(An in-depth example is shown below.)

Before diving into the nuts and bolts of the User Flow, I ask myself the following questions about the User’s context…

Entry Points.

Where is the User accessing this website from?

Business Objective.

What does the business want the User to accomplish?

Personas.

Who is the User and what are their relevant characteristics?

LASTLY...

I combine my new found User insights with wireframe analysis in order to identify the User Journey. Lastly, I create a flow diagram to visualize the Main Flows and Exception Flows.

RESULTS

The completion of my User Flows created value by:

Overall completing 35+ User Flows that mapped out the interactions of User’s through the entire digital experience.

Helping the client define business motives for each page and making certain the User’s interactions instinctively drove them closer to reaching that goal.

Thinking logically through each persona variation, and ensuring an intentional experience is designed for every potential permutation.

Ensuring there were no dead ends in the User journey and a steady stream of content for the User to engage with.

EXAMPLE

Below is a brief example of how I utilized Personas & User Flows to shape the Newsletter Sign-Up process on the website.

ENTRY POINTS

  • Organic Search

  • Direct Traffic/Link

  • Advertisement

  • Email (the only entry point with an alternative flow)

BUSINESS GOALS

I also, kept in constant communication with the Digital Marketing and Editorial Stakeholders to confirm their business goals.

Here are a few:

  • AS A Digital Marketer, I WANT unsubscribed Users to sign up for Newsletters, SO THAT they can receive the latest promotional and editorial content.

  • AS A  Digital Marketer, I WANT  subscribed Users to be able to edit their email preferences, SO THAT they can receive content that is relevant to their interests.

  • AS A Blog Author, I WANT Users to receive the Newsletter, SO THAT they can view curated Product, Recipe, Article, and Promotional content.

PERSONAS

Below are the personas I identified as relevant for the Newsletter Sign Up User Flow. Each characteristic defines the business goal, and thus the user experience.

PERSONA 1.

- Authenticated
- Subscribed
- Organic Search
Footer displays a link (in place of Newsletter Sign Up module) directing the User to the Email Preferences section of their Account.

PERSONA 2.

- Authenticated
- Unsubscribed
- Direct Traffic
Footer displays Newsletter module populated with email address of the User that they can override.

PERSONA 3.

- Unauthenticated
- Subscribed
- Direct Link
Footer displays empty Newsletter module, because User is not authenticated. Upon submission of email address, the System will detect the User is subscribed and direct them to the Preference Center. The Preference Center will include a prompt for the User to Sign Up/In.

PERSONA 4.

- Unauthenticated
- Unsubscribed
- Advertisement
Footer displays empty Newsletter module, because User is not authenticated. Upon submission of email address, the System will detect the User is unsubscribed and direct them to the Preference Center.

WHITEBOARDING

FINAL USER FLOW