What are User Flows and Why You Need Them for UX

Christine, June 20, 2018

How do you create the best UX for your visitors? The user experience is one of the essential components of the success of your website. This process should always include ingredients that appeal to the human psyche and that resonate with your audience.

The idea of “flow” is an ancient oriental idea that has its basis in human psychology, as well as many other disciplines. Flow is an invisible but powerful tool that gives satisfaction to the participants due to the feeling of being in continual flux. Think about a tennis game. Players gear up to compete against an opponent, they take a minute to gain their composure, and they hit the ball to the other side. This is the physical component. But inside their mind, there is a lot more going on. There is a psychological and mental connection between their self and the racket, as well as the ball. In true “flow,” everything is connected. This becomes a powerful tool in maintaining control in the game, and the winner is usually the one who is most in touch with this component.

When it comes to creating a sense of flow with your website, it’s important to remember three significant tenets or ideas.

  1. Keep things moving. When you are striving to create a positive UX (user experience), you need to keep things moving from one point to another in a way that is easily readable and digestible to the reader. Knowing your audience is important. The more you understand the psychology of your visitors, the more you will be able to create content that will resonate with them.
  2. Create a flow outline. If you want to see real “flow” in action, you need to create a flow outline. This idea is a virtual flowchart that moves the visitor from one activity to another that is based on a logical progression. It should also appeal to the mental and emotional state of your visitors. Remember that more people purchase due to an emotive response than a logical one.
  3. Measure your results. Someone once said, “Anything that can be measured can be changed.” This fact is also true of your website and any of the strategies you use to improve your ROI. Use A/B testing to do this by creating two different versions of your site and then measuring which one produces the best results. Many companies have done this and have produced excellent results for their conversions and lead generation process.

The most important thing you should do when creating a website design is considering the customer experience. Like with any design project, UX is job one when you are trying to capture a specific audience. Knowing and understanding their needs, desires, and pain points will go a long way toward this process.

Keep in mind that minimalist design best fits the idea of “flow” and helps you move the customer along your flow outline (sometimes known as your sales funnel). But there are other ways to create this with an experienced design team.

At JEMSU, we understand the needs of website owners and we can custom-design your site to fit these needs. Let us know how we can help with your design goals.


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