What is a “User Journey” in qualitative research?

In qualitative research, a user journey is like a story that shows how people use a product or service. Researchers talk to people and watch what they do to understand how they feel and use a product or solution. It's a bit like putting together a puzzle, where each part helps to see the whole picture. The goal is to create a map that follows each step of the journey, from when someone first hears about the product to when they finish using it.

Importance of User Journeys

Understanding the user journey is pivotal in crafting experiences that resonate with users' needs and expectations. By mapping out the various touchpoints and interactions users have with a product or service, businesses gain invaluable insights into user behavior, preferences, and pain points. This understanding enables them to design intuitive and seamless experiences that guide users towards their goals efficiently. Moreover, by identifying areas of friction and addressing pain points along the user journey, businesses can enhance user satisfaction, improve retention rates, and ultimately drive business success.

Poocho’s User Journey Template

At Poocho, over the years (after a lot of trial and error!), we've refined a user journey template that aligns closely with the buyer's journey stages: trigger, consideration or exploration, action, and post-action. In our template, we emphasize not only the user's interaction points but also the influencers, key tasks to be accomplished, brands encountered, and factors considered at each stage. This comprehensive approach allows us to gain deep insights into the user's mindset and behavior throughout their purchasing journey.

Our template begins by identifying triggers prompting users to seek solutions or make purchases. We then explore the consideration stage, focusing on influencers like expert reviews and recommendations. In the action stage, we highlight tasks and brand interactions leading to purchase completion. Finally, post-action, we assess satisfaction levels and brand loyalty to optimize the user experience.

Here's a user journey template mapped across the different stages of the buyer's journey - trigger, consideration or exploration, action, and post-action - focusing on various aspects and touchpoints at each milestone:

1. Trigger stage:

• • Influencers: Social media ads, online reviews, recommendations from friends or family.
  • Job to be done: Recognize a need or problem that requires a solution.
  • Brands interacted with: Brands related to the user's problem or need.
  • Factors considered: Initial research, urgency of the need, budget constraints.

2. Consideration or exploration stage:

• •  Influencers: Comparison websites, expert reviews, testimonials.
  • Job to be done: Explore different solutions and evaluate alternatives.
  • Brands interacted with: Competing brands offering similar solutions.
  • Factors considered: Features, pricing, reliability, customer support, brand reputation.

3. Action stage:

• • Influencers: Product demos, free trials, limited-time offers.
  • Job to be done: Make a purchase decision and complete the transaction.
  • Brands interacted with: Chosen brand's website, retail stores, customer service.
  • Factors considered: Purchase experience, ease of transaction, discounts or promotions, trustworthiness.

4. Post-Action stage:

• • Influencers: Product usage experience, customer service interactions, post-purchase communication.
  • Job to be done: Assess satisfaction with the purchase and share feedback.
  • Brands interacted with: Customer support, product/service usage, loyalty programs.
  • Factors considered: Product performance, customer service quality, brand loyalty, likelihood of repeat purchase or referrals.

User journey mapping not only provides a blueprint for designing exceptional user experiences but also serves as a foundation for data-driven decision-making. By analyzing user behavior at each touchpoint, businesses can make informed decisions about product features, marketing strategies, and user interface design. This iterative approach to user journey optimization ensures that products and services remain relevant and competitive in an ever-changing market landscape.

🤔Want to conduct your own user research? Let us help.

Cover image by Andrea Piacquadio

‍