User Flow
Path users take through an interface to complete specific goals.
Definition
User Flow is the path a user takes through an application or website to complete a specific task or reach a goal. Flows are mapped visually showing decision points, actions, and screens users encounter from entry point to successful completion or exit.
Designers create user flows to identify friction points, optimize conversion paths, and ensure all necessary information and options are available at appropriate steps. Flows reveal opportunities to reduce steps or clarify paths.
Why It Matters
Optimizing user flows directly impacts conversion rates and user satisfaction. Every unnecessary step or unclear decision point increases abandonment. Streamlined flows that guide users efficiently toward goals increase completion rates.
User flows also identify edge cases and error states that designs must handle. Mapping flows reveals scenarios like "What if the user's payment fails?" or "Where do users go if they change their mind mid-process?"
Examples in Practice
An e-commerce checkout flow might be: Browse → Add to Cart → Review Cart → Enter Shipping → Enter Payment → Confirm Order → Success. Optimizing this flow could reduce it to: Browse → Quick Checkout → Confirm → Success by remembering customer information.
Onboarding flows guide new users from signup through first successful use of core features, with branches for different user types or goals.