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User flow


A user flow is the path any user takes in order to complete a specific task on a website or app, from the second they enter the site to the moment they exit. Developing this journey requires understanding of how users navigate through a website, what actions they take and how they interact with different elements of the site. As part of learning how to make a website, you’ll need to think about creating a functional user experience for your target audience, keeping the user flow top of mind. 

User flow in web and app design

The concept of user flow is directly tied to the development and rise of the internet. In the early days of the web, sites were relatively simple, mostly consisting of a one page website focused on providing all the necessary information users would need, such as work examples or resume experience. 

Pro tip: Check out our tool for building a one page website.

As the field of eCommerce emerged, the concept of an ideal user flow became more critical for businesses, to guide users towards purchasing products or services through their online store or website. Moreover, with the rise of mobile devices and social media, user flow has become even more complex and challenging to manage.

Understanding the user flow is vital for businesses since it helps understand how customers interact with your products or services and what challenges they could encounter along the way. By analyzing existing user flows, you can identify areas to optimize in order to build a better user experience and overall website design.

Furthermore, you can utilize insights from the user flow to create more accurate marketing strategies that will increase conversions, user retention rates and customer satisfaction.

Key elements of user flow

Consider these as essential elements of any user flow: 

  1. Entry point: the starting point where a user enters a website or application

  2. User actions: the steps a user takes to complete a specific goal

  3. Content: the information or visual elements presented to the user during their journey

  4. Obstacles: any challenges that may cause users to abandon their journey

  5. Exit point: the endpoint where a user completes their journey

Benefits of understanding and analyzing your user flow

Better understanding of how users move around your website can lead to:

  • Improved website usability and customer experience

  • Increased conversions and sales

  • Reduced bounce rates and cart abandonment, leading users back to where they left off in order to ease their buying journey

  • Clear areas of improvement for website or application design

  • Data-driven decisions based on user behavior

Types of user flow charts

Task flows

Task flow user charts include all the steps that a user will take in order to complete a task, in a one-path chart. 

Wire flows

A wireflow integrates both wireframing and flow diagramming in a multi path chart. In short,  they are wireframes that outline the user and system flow together. 

User flows

User flows outline the specific path a user navigates through a system. They demonstrate different ways a user may interact with a specific system and the outcome. 


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Best practices for building user flow

Implement these user flow best practices to understand traffic and behavior on a website:

Keep it simple and straightforward

Simplicity reduces the cognitive load on users, making it easier for them to understand and navigate your interface, which in turn will make them more likely to stay engaged and complete their user journey.

Eliminate unnecessary steps or distractions

Remove unnecessary elements and steps from the user flow to pave the way for a smoother user experience on your interface. This ensures that users stay focused, and therefore reduces the chances that they become frustrated by site clutter and choose to abandon their journey.

Ensure a consistent user experience across devices and platforms

Consistency is crucial for building user trust and loyalty. When users encounter a consistent user flow across various devices (e.g., desktop, mobile, tablet) and platforms (e.g., iOS, Android), they will most likely feel more confident using your products or services. This consistency also helps reduce the learning curve when users switch between different devices.

Test and iterate

Regular testing and iteration are critical for gathering user feedback and identifying pain points or areas of improvement. By continuously optimizing your user flow based on user insights, you can adapt to changing user needs, enhance usability, and stay competitive in the ever-evolving digital landscape.

Provide clear feedback and error messages:

When users encounter errors or unexpected situations, well-crafted messages help guide them toward a solution, letting them recover from errors more easily and return to the user flow with less confusion. This reduces frustration, fostering users with a more positive perception of your product or service and encouraging them to stay engaged.

Challenges of building a transparent user flow

While building a clear user flow can provide significant benefits, there are also challenges associated with it. Firstly, an ideal user flow can be difficult to design and refine, especially for websites or applications with many features or products. Second, user behavior can be unpredictable, making it challenging to design a seamless flow that adheres to every user or visitor’s individual needs. Lastly, the user flow can be affected by external factors, such as slow internet speeds or browser cache issues—which can lead to users getting frustrated and abandoning your interface.

Examples of effective user flow in action

Some real life examples of effective user flows could be a banking application that simplifies the account opening process with an intuitive interface and minimal data entry requirements. Another great example is an eCommerce website that chooses to guide users through the purchase process with clear calls to action, easy navigation and minimal distractions that could lead users out of the buying funnel.    


Related Term

Offline Marketing

Related Term

Market Positioning

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