2023 Award Winner

Journey Mapping

Journey MappingJourney Mapping | Edgar Allan | Webflow Agency

How does Edgar Allan describe journey mapping?

Journey mapping is pretty much exactly what it sounds like: a process of drawing up the potential route(s) a person might take as they travel from one place to another. In our case (you are on a digital design / Webflow agency’s website, after all), this refers most often to a path of clicks, scrolls, and swipes that propel a person from one page or screen of a digital experience – an app, a website, etc. – to another. Like anyone who has ever set out on a road trip in the family sedan, if there’s one thing you probably know, it’s that neglecting to plan a route to your eagerly awaited destination ahead of time will cause some…friction. And friction, friends, is what we use user research, content design, and good UX design to prevent in digital experiences. Journey mapping is just another tool in our proactive toolbox to ensure our clients’ audiences get what they need. So we map –  defining the various stages of the user journey, from first peek at the top of a page’s header to deep down into the far reaches of the contact form, and from awareness to conversion and beyond – seeing the world through the user’s perspective to identify opportunities to ease, expedite, and help direct their experience along the way.  

How does Edgar Allan go about journey mapping for clients?

At Edgar Allan, our journey mapping process involves immersing ourselves in our client's business, offerings, and audiences by reviewing existing data, speaking with internal stakeholders, and talking to actual customers. This allows us to accurately map out the customer journey, identifying touchpoints and pain points along the way. Then, once we have a complete understanding of the customer journey, we’ll map out the end-to-end experience, identifying touchpoints, pain points, and emotions along the way. Finally, we’ll analyze the results to identify opportunities to add features, choices, and design and content elements to the website's design that optimize the user flow and improve customer experience. Overall, our journey mapping process is collaborative, iterative, and tailored to the unique needs and goals of each of our clients.

What makes Edgar Allan's journey mapping unique from other agencies?

Edgar Allan’s focus on storytelling and brand design sets us apart from other agencies when it comes to journey mapping. We don't just map out the customer journey; we integrate branding and storytelling into the process from the outset, ensuring that the resulting digital experience reflects the brand's unique personality and values: that it not only looks like “you” but feels like you as a person moves through the various doors from start to finish on your site. By doing so, we create a website that not only meets the functional needs of our clients but also resonates with their audience on a deeper level, creating a memorable brand experience that sets our clients apart from the competition.

Do all brands need journey mapping or is it only for certain brands?

Journey mapping is a valuable tool for brands seeking to improve the user experience of their website or digital products. By gaining a deeper understanding of their customers' needs and preferences, and identifying the pain points they encounter throughout the experience, brands can create a digital experience that truly meets those needs and wows their audience.

What are some reasons that journey mapping fails?

Journey mapping is a fantastic way to improve your website or digital products, but it's only effective if we begin with a deep understanding of our audience's needs, wants, and expectations as well as stakeholder engagement to ensure alignment with the organization's goals and objectives. However, it’s important to know that creating a detailed journey map is only the first step; the real value comes from taking action based on the insights gathered to drive meaningful improvements to the user experience. A journey map is only as successful as the shared vision it helps to build and the changes it leads to making.

Three benefits of having journey mapping

  1. Better Decision-Making: Journey mapping provides valuable insights into customer behavior, helping you make smarter decisions to align your strategies to better meet customer expectations and drive business growth.

  1. Smoother Customer Journey: By mapping out the customer journey, you can identify and fix any roadblocks or issues to streamline the journey and create a more seamless and intuitive experience.

  1. Enhanced User Experience: Journey mapping helps you understand your customers'  needs, pain points, and preferences throughout their interactions with your company so you can improve their overall experience with the brand.

If your brand is ready to gain a deeper understanding of its client base, make better decisions, and offer a smoother customer journey and an enhanced user experience through the power of strong journey mapping, contact us.

You may also be interested in Edgar Allan’s other services like: brand design, brand naming, brand messaging, QA and UAT, and content design.

Read the Edgar Allan blog for more information on our services, experiences, and opinions as an award-winning Webflow agency.

We're working on some amazing content for you... in the meantime you can read up on our other services or check out our blog.

How can we help?

Reach out to talk projects, products, brand, content, or no-code philosophy.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.