When using an app or exploring a website, I’m sure you’ve passed some serious judgment on the user experience of that digital property. Whether you were trying to order food, get quotes on some insurance, or swipe to find your soulmate, there may have been pain points along the way. Was the site or app easy to navigate? Was the purchasing process (if there was one) smooth? What about bugs or technical issues? No matter what goes wrong, or what goes right, you’re bound to have an opinion on the user experience for any business.


That’s why, no matter what your role is in an organization, doing a user journey analysis of your digital properties is critical. Every company wants the best app or website in their industry because that means more conversions, increased customer retention, and of course, money in their pockets. But you may be asking yourself: How do I make that happen for my business?


By doing user journey analysis, the above-mentioned perks are a great bonus, but the real goal is to get behind the mind of your customers so you can fit their needs. User journey analysis can greatly improve your digital properties because you’ll learn and understand the different paths users are taking, how those paths impact each other, and where there are pain points in the user experience. In short, you’ll gain an entire view of your app or website through the eyes of the user.


However, user journey analysis can be a big undertaking, and because of that, mistakes can be made. Below I’ve outlined three common mistakes encountered when doing user journey analysis, and tips on how to avoid them. If you want to learn more, check out our Guide to User Journey Analysis for a deep dive.


  1. Forget to Wear a User’s Hat: Many people within their organization see their digital properties through a very specific and narrow lens. They think and experience the app or website through their own point of view. However, taking this approach can lead to a lot of friction points for potential customers, an alarming amount of bounce rates, and an overall bad user experience.


Solution: Throughout the user journey analysis process, you have to think like a user or potential customer. Before even doing the analysis, define the customer via stakeholder interviews. That should help you get a better picture of who is visiting your digital property and what certain people are looking for when accessing it. You’ll then be more likely to spot those friction points or even positive experiences. The bottom line is you’ll see how your digital property impacts the customer.


  1. Don’t Look at the Big Picture: When doing a user journey analysis, you’re looking at a digital experience from start to finish. Most people keep all the data wrapped up on their computers and focus on little bits and pieces of the digital experience. Without visually laying out the entire user journey, you can miss valuable insights, common pain points, and lack that oh-so-important holistic view. Say goodbye to those a-ha moments you so desperately need.


Solution: Remove yourself from the weeds, because it’s time to map it out. Fire up the printer and grab that pen and paper. Pulling data together often starts with putting all your data in a spatial format on paper. Tape up or pin your papers on a wall so you can step back and start to see those connections. After you do this, that’s when the pieces of the puzzle start to come together.


  1. Create a One-Size-Fits-All Storyboard of Your Insights: When you have your insights from doing user journey analysis, the goal is to share those findings with people in your organization that can help make change happen. However, many people create a one-size-fits-all storyboard of what they discover and share the same presentation with executives, other analysts, designers, project managers, and more. At first, this may seem like a real time-saver, but this can seriously put the brakes on motivating stakeholders to make necessary improvements to your digital properties.


Solution: The same presentation won’t apply to every audience. Formulate your storyboard for who you are presenting to. For example, if you present to other analysts, you’ll need to add depth to what you discovered. They’ll want to know the process, the in’s and out’s, and the specifics. For your executives, they’ll want to see those big insights, the a-ha moments, and how your findings affect the bottom line. Basically, put yourself in the shoes of your audience.



As digital properties continue to make a huge difference in the success of many organizations, it’s essential to make sure user experiences are top-notch. The best way to assess your own digital properties and keep up with the competition is to do a user journey analysis on your website or app. However, mistakes can be easily made during the process. I hope the above solutions can help you solve some of your own pain points when doing using journey analysis.


So What’s Next?

There’s good news. Our eBook: A Guide to User Journey Analysis provides a comprehensive guide that follows a user-centric approach to eliminate isolated analyses so you can gain a better understanding of your digital properties. Get the valuable insights you need by downloading the eBook here.

About the author

Parker Smith

Parker Smith
Parker is a data analyst who is energized by creating collaborative solutions for complex problems that clients face. He is constantly in awe of the power of data, how it helps us learn and change, and how it impacts the way our world works.

eBook: Understand Your Customers

Cognetik eBook: Guide to User Journey Analysis


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