UX & journey mapping

Journey mapping plots the path someone takes from first landing to doing the thing you want them to do: where they arrive, what they need to know, what they're trying to decide and what gets in the way. We map the route people take, because a brand is judged on whether the next step is obvious, not on how good the homepage looks.

Sites lose people in the gaps. A confusing menu, a form that asks too much, a service page that buries the answer: each one is a place where trust leaks out and someone leaves. Map the journey first and the build has direction. The design has a job, the content has an order and nobody argues about the homepage for three weeks.

First we name who's visiting and what each of them came to do. Then we map the flows, sketch the key screens in low fidelity and test the path before a pixel is polished. Making the hard calls early is what lets the finished thing feel effortless. Plain routes, fewer dead ends, an obvious next step on every screen.