You know the needs of your customers right now, and know what features they like to use. But these are not set in stone, the world is always changing and so are your customers.
Therefore it’s important to keep optimizing your product or service after it has launched. Even if it performs perfectly fine. You need to continuously keep identifying problems to solve, uncovering opportunities to improve and learn about user behavior and preferences.
When it comes to product and service design, it’s easy to assume that including more features will improve your product or service.. More features means more value, right?
This actually isn’t the case most of the time. Typical users only need a few key features that are relevant for them. Too many features can make your product or service overcomplicated and difficult to use. Any additional features that you introduce will most likely add complexity to your design. Which can in turn diminish the usability of your product or service. So it’s very important to know what features are relevant to your customers and which aren’t.
A user flow is the path taken by the user on a website or in an app to complete a certain task. This flow takes them from an entry point through a set of steps towards a successful outcome and final action, such as purchasing a product.
The purpose of user flow optimization is to identify the most important flows and identify how these can be improved. So what methods can be used?