User workflow, in simple words, is the process that a person goes through when they use a product. It includes the sequence of steps that users have to follow to complete a task.
It helps to determine the features of an interface and how they are used. User workflow defines how easy or difficult it will be for a user to complete their tasks, and whether they will have any difficulties along the way.
The user workflow can be determined by what they want to achieve, what their goal is, and how they plan on achieving it. For example, a person may want to buy a shirt from an online store but may not know what size or colour they want so they need to search for it. This means that the user’s goal is not to buy something but instead find something specific. They will search for items in their size or colour and then purchase them when they find one that suits them best.
A good workflow should be user-friendly and time-saving. This means that it should be easy to follow and have no unnecessary steps.
What is a User Flow Diagram?
When dealing with a product, a user has a wide range of options. A user flow is a written or digitally created visual representation of the various paths that can be taken when using an app or website. The flowchart starts with the consumer’s point of entry into the product, such as a homepage or on-boarding screen, and concludes with the final action or result, such as making a purchase or creating an account. By illustrating this process, designers can assess and improve the user experience, which will boost customer conversion rates.
Importance of User Workflows
The most significant advantage of user flows is that they make the product team examine the user’s point of view while developing their product’s interface.
When designing a user flow diagram, a product team may see early on whether the experience they design can cause any misunderstanding, annoyance or impatience among users.
Planning this in advance can result in a more user-friendly product that satisfies the customer.
The benefits of workflow include reduced error rates and increased productivity. While creating the journey for the user, the product is more likely to be developed in a way that the product team intends how the user will carry out tasks in the product. This lowers the likelihood of delays and redesign.
In addition, it can also be helpful to identify bottlenecks and fix them before they happen.
Convey product goals
A user flow is a graphic representation of the actions a user will perform within an app/website.
Having a visual walkthrough makes it simpler for everyone to grasp what the product should accomplish, how information should be presented to the user and in which order, and why each feature or page is placed where it is.
Workflow in different Industries/ Most Common Use Cases of User Workflows
Automated Workflow in eCommerce
Customers are getting used to simple and easy purchasing processes. Customers feel as though they are receiving the white glove treatment when the items, purchase data, and shipping information are tailored to their needs.
Both goals are achieved by workflow automation, which assists eCommerce companies in implementing self-service features. This helps customers save time and effort when they can make purchases, manage their orders, and return without the assistance of staff, which encourages them to make additional purchases.
Banking/ Financial Institutions
In recent years, the financial landscape has undergone considerable changes. Other than banks there are entities like FinTech startups, digital wallets, Neobanks. And all must deliver a world-class customer experience to attract and retain loyal customers. They require a skillful yet robust platform that drives consistent, rapid decision-making while aiming to better understand the end user.
Designing banking workflows while seeking to understand the requirements of the end user, is guaranteed to improve the end-to-end customer experience. From logging in to making a transaction or getting a loan etc, user flow should be smooth and easy to capture a larger customer base.
The goal of any good user workflow is to make the process of completing a task as easy as possible for the customers. A good user workflow experience for customers builds trust and reliance on your brand, boosting customer retention.
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