Why behavioral factors matter
Behavioral factors are the parameters of user behavior of which search engines determine the quality of the site. They influence the position of the search results. Even though the criteria for evaluating behavioral factors by search engines differ, one thing remains the same - high-quality and useful sites on which users linger, go from page to page and place orders or fill out forms, remain popular.
How can we engage the site user, keep him on the site and push him to the target action? Scenario design while working on the site helps to answer this question.
Before starting the design, it’s necessary to create a CJM - Customer Journey Map. This is a user journey map that takes into account positive and negative emotions from the user’s interaction with the site. From this we can understand how to and how not to proceed.
In addition, we carefully study the details of the customer's business in order to better understand the future site users.
When designing a page, whether it's a detailed product page or an "About" page, we lay down a specific scenario that we guide the user through. Our task is to ensure that the site user receives as much useful information as possible and is not left confused.
An example of using the scenario is the page of the site development case for the OptimalGroup IT company. First, we set the mood and greet the user using the example of animation on the main page of the Optimal website. Then we talk about the general list of works on this project. Next, we sequentially talk about all the work: from developing a corporate identity to the nuances of each page - in particular, about the most complex and thoughtful page "About the company".
How user journey scenario design can help
When compiling CJM, we take into account all the possible functions of the site. Thanks to this, nothing is lost during the site development and there is no need to make corrections at later stages.
Here are the steps involved in designing a user journey scenario:
- Define goals and collect all possible details and limitations to take into account when implementing the scenario map, and then the UX prototype. Thus, we can think through the user's possibilities on the site, and make an optimal project. The goals and limitations provide a full picture from which a number of scenarios are developed.
- It is necessary to describe the main scenario step by step.
- For each step, describe all possible user and system actions. What if the desired product is not in the online store, how not to miss the buyer? If a person sees prices before making a purchase decision, how to remove anxiety and doubts? What does an unauthorized user see? What if the buyer uses a promo code?
- The whole team is working on creating a scenario map to reflect the vision of different team members and not miss any possible scenario. By visualizing the full set of scenarios, you can see the logic and all the possibilities of the future site.
When a site is developed using the scenario design, the visitor wants to stay on it and place an order. There are elements that attract attention. The interface is clear, optimal - the user immediately sees what to open, what to click on. The client will find prices when he is ready for it. If this is an online store and the selected product is sold out, other products suitable for this buyer will be offered.
Designing a user journey scenario in practice
An example of Toimi's work on designing a user journey scenario is a multifunctional marketplace that we made for customers. The task was to move to an online format and optimize the purchase of petroleum products. For such a large project, it was necessary to develop a wide range of possible scenarios.
There can be different types of users: sellers and buyers. We have created a step-by-step path and all possible scenarios for each of them.
The buyer chooses the product, shipping method, region. There can be many offers - we need to display them so that the client sees everything. Or maybe none of them meets all the user’s requirements - how to prompt the user in advance that his requirements are unrealistic? We have reflected in the interface, in the design of the menu, the availability of products by region. If the product is available in this region, then when you mouse over, a gray circle appears - the item can be selected. If there is no product, then the circle does not appear and the item is not available for selection.
How to keep a buyer who did not find what he was looking for? Perhaps an unfamiliar, but similar product will suit him? We have added a special section to help with products’ choice and contact details.
Didn't find a suitable offer?
We will definitely help you find what you were looking for or offer a similar product that will suit you by technical characteristics and price.
Finally, the buyer has found a suitable product and wants to pay for it. How will he do it? What difficulties may arise? We thought about the convenience of payment and integration with the banking application.
We went all the way through the seller’s path and created all possible scenarios. How does the seller work with suppliers? Does he feel comfortable? We developed an advertising account in which the user needs to log in and select services. We thought over each of the possible scenarios to the smallest detail, for example, the user wants to change the password: how he will do it and what will appear on the screen.
Scenario design helped us to make the multifunctional marketplace convenient for different users and to implement all the necessary functions. Customers stay on the site, choose products and make purchases or sales. By doing that, they make the platform more useful for each other, and we make sure that not a single user is lost.