Flows and Concept maps

Flows and Concept maps

After the users are defined, I can begin to think about how a user might flow through a website or web application, ideally brainstorming with a team and a white board. Sometimes I’ve mapped out an existing user flow as a baseline, then adapted it as we added new features and functionality. Other times, I’ve started from scratch and conceptualized the whole user experience through card sorting, brainstorming and other activities to come up with an overall user flow or concept map.

The first example shows an E-commerce experience concept map for both pre and post sale. I used this to explain the interaction between the user, website pages and tasks performed.

View concept map in browser

The second example shows how a complex legacy system for Email marketing was mapped, how user roles were defined, and then I re-designed the system to make it more efficient and eliminate functionality users weren’t engaging in. The user flows show how the new system would work.

View Marketing platform map

These last two examples illustrate the new and returning customer experience of an Ecommerce site. One way is to illustrate using personas, the other flow is more of a traditional diagram that shows the user’s path.

View customer pathways

View traditional customer flow


Client             Cable company, Ecommerce site, Marketing platform
Tools used    Omnigraffle, Illustrator, InDesign