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User Flow

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  • What is user flow?
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What is user flow?

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Definition of user flow

User flow is the path taken by a prototypical user on a website or app to complete a task. The user flow starts at their entry point, like an onboarding screen or homepage, and ends with the final action or outcome, like purchasing a product or signing up for an account.

This process allows designers to evaluate and optimize the user experience and therefore increase client conversion rates.

Examples of user flow

User flows are often modeled as flow charts, and the flow differs depending on the type of website or app you are building. For example, typical user flow for an e-commerce site may look like this:

  1. User opens the homepage

  2. They then click on a category

  3. They then click on a specific product

  4. They add a product to cart

  5. They check out and complete the purchase 

This example is incredibly simplified. In reality, users may browse the category page a couple of times instead of going directly to the cart. However, the purpose of a user flow is to identify the most common navigational paths and highlight where they can be improved. 

A user flow may be improved with a greater understanding of the customer’s wants and needs. It may also help to use paper prototypes and sort cards to rearrange an app or site’s navigation until it feels more intuitive. Keep exploring different flows until you hit on one that works.

General FAQ

What is a user flow diagram?
User flow diagrams are visual representations of the path a user takes to complete a task on a website or app. They are typically modeled as a flowchart, showing a step-by-step guide of the user’s pathway from an entry point to final action.
How can the user flow impact SEO?
A good user flow helps to increase the time spent on a page, reduces bounce rates, and encourages return visits — similar to the goals of SEO. Additionally, intuitive user flow can increase the chances of positive user experience, which may boost domain authority.
Why is it important to have a good user flow?
A smooth user flow creates a more seamless user experience, boosting brand perceptions and conversion rates. Furthermore, by understanding your user’s needs, you can identify timely opportunities for development or further interaction, which is paramount to business growth.

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