Designing Sequences Not Stills

Designing software based on a checklist of screens can blind designers to the overall customer experience. To understand any individual screen, you must understand the chain of events that led to a user going there… and you can can map this out. The customer flow above shows how a user eventually arrives at a settings screen. Most customers don’t log in thinking “Hmm, I’d love to edit my configuration, update my settings, or manage my preferences“. They’re do this after coming across some behaviour in the product that they want to change.

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