For each user journey, ask yourself these questions along the way:

Who is my persona in this particular user journey and what is their primary goal? (And how does it align with my business goals?) 

What is their context? (What’s their physical environment? What device are they using? What functionality does their device have?) 

What is their initial emotional state? (Annoyed? Curious? Excited? Anxious?)

How does each step of the process guide them to the next step? 

Is the next step I offer what my visitor expects to see? 

What are the friction points–or points of possible confusion–in every step? 

How can any ambiguity be clarified? How can I get users past their hesitation? 

Are they getting the information they need in each of these steps? Is any of these steps ultimately unnecessary? 

Can they see the light at the end of their “task tunnel”?

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