What is Journey Mapping?
Journey Mapping (or Customer Journey Mapping) is a high-level strategic process that synthesizes research, often including Empathy Mapping and User Persona definitions, into a visual timeline. It includes three main stages: current state, future state, and blueprint.
Why Journey Mapping Matters in Design Strategy?
This process is critical because it forces a strategic view of the website as part of a larger business ecosystem.
- Friction Points: It identifies the exact moments where users drop off, get confused, or face frustration, informing the priority of design fixes (Iteration).
- Conversion Optimization: It ensures the entire User Flow is designed to guide the user from awareness to the final CTA (Call to Action).
- Alignment: It creates a shared, human-centered understanding across marketing, sales, and product teams.
Example from Flowtrix Projects
Our strategic Revamp process includes a deep Journey Mapping phase to fully understand the B2B buyer. By charting the current and desired Customer Journey, we pinpoint exactly where a user needs supportive content or a clear CTA. This mapping informs our entire Information Architecture and design strategy in Figma, guaranteeing a high-converting User Flow in the final Webflow build.
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