How to create effective user journeys

User journey
(Image credit: Getty Images)

User journeys are vital for understanding a business' customers and the journey they take when interacting with the business/product. In the same way as we use GPS maps to guide us when we travel, customer journey maps or user journeys help businesses to understand the user pain points and identify important things. 

This includes understanding various customer touchpoints and business needs at all the different stages in the sales funnel and identifying the logical stages and the gaps between the ideal customer experience and the current experience being offered. It can also help massively improve your landing page and the general user experience of your site.

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Vamsi is a senior UX designer at SunTrust Banks and is an expert in UX, mobile animation and JavaScript.