Optimize user journeys for frictionless experiences
By
Karine Simard
·
2 minute read
This week, we talk with Audrey-Anne Joncas, our CX/UX/UI design specialist, to explore user journeys and their impact on digital projects.
In this discussion, Karine Simard and Audrey-Anne Joncas reminded us of an obvious fact that is too often overlooked: a website does not exist to "talk about the company", but to allow a real person to achieve their goal without friction. User journeys (UX/CX) are the method to achieve this, by making the touchpoints, emotions and irritants that shape the experience visible.
What is a user journey and what is it used for?
A user journey is a representation of the path a person takes to complete a task or obtain a service from an organization. It maps the steps, channels (digital platform, phone, point of service), actions, emotions and irritants this person experiences. In practice, this analysis makes it possible to design a platform focused on real needs, to increase satisfaction, recommendation and, in a commercial context, profitability.
How to build a solid course
- Clarify the platform's business need. What outcomes are we aiming for for the user and for the organization?
- Segment the audience and target priority customers.
- Conduct surveys and interviews to understand motivations, vocabulary, contexts of use and irritants.
- Create complete personae. Beyond the job, include preferences (e.g., avoiding the phone), emotions (e.g., anxiety), and possible limitations.
- Map steps and touchpoints, on the web and offline, for the same person who goes through the entire journey.
- Define actionable specifications. Example: if calling is an irritant, offer an asynchronous and accessible chat, simplify forms, clarify system states.
- Test and iterate in the field, then adjust.
UX/CX and business processes: two complementary levers
Business processes (BPRM) provide a framework for the organization and its internal tasks. UX/CX journeys describe what the user is experiencing, with their emotions and obstacles. The two complement each other: the internal supports the relationship, the UX/CX guides the decisions that make the experience smooth and satisfying.
Embed accessibility from the outset
Accessibility should not bechecked "at the end". It is integrated from the creation of the persona, considering visual, motor or cognitive limitations, level of complexity of tasks, need for assistance and channel alternatives. This approach produces inclusive experiences, which truly serve the group of humans concerned.
In our project with Soucy Pools, the team identified three user profiles with clear preferences:
- Visit the store in person.
- Call to speak to someone.
- Do it all online, contactless.
By mapping these three distinct journeys, the design of the ecommerce store was simplified around the "right channel for the right person". The result: fewer irritants (e.g., avoiding lengthy forms for customers who simply want to call someone to schedule opening their pool for the season), more clarity, and better retention. Specifically, the information architecture and interactions were aligned with these paths, making it easier to navigate and complete tasks for each profile.
Empathy as a competitive advantage
The user journey workshops often turn on a "light" in the teams: the site is not designed for us, but for them. By getting the customer to speak, stakeholders align themselves with tangible needs and get out of technical debates. This empathy translates into fairer decisions and experiences that build loyalty.
Resisting traditional reflexes
"We have always acted this way" is a trap. Like the layout where bedrooms upstairs in a house, some practices persist without being optimal. User journeys help to question these habits and to reposition design on functionality, according to what users really want.
Organization and deliverables: structure to move forward
To publish and share what has been learned (e.g. accessibility videos), a realistic pace and a structured action plan allow you to progress each week, without change overload. The goal is to deliver regularly, while remaining empathetic to the team's constraints.
Conclusion
User journeys are not an aesthetic "plus". They are the compass of a useful, inclusive and efficient platform. By putting the person at the centre — their goals, emotions, pain points — we make better decisions, design interfaces that truly serve, and build lasting relationships. To move from an "about us" site to a "made for them" experience, start by mapping their steps and letting users guide your choices.
To go further
Do you have a project where the user journey is essential? Talk to us about it!