Customer journey mapping
Your audience doesn't arrive knowing how you're organised. Journey mapping follows the real route someone takes from first search to booking, donating or applying, so you can see where they stall and design the path around them.
Follow the people your website most needs to reach
At the Cancer Research UK Cambridge Institute, we mapped how students and the external research community would move from the homepage to a research group, a core facility, a vacancy or a seminar. Those journeys helped bring eleven top-level sections down to five.
Each map shows what a person is trying to do at every step, what they need to know, and where the current site gets in their way.
A journey for each audience
You get a separate map for each group you serve, whether that's visitors, families, funders, researchers or customers.
Fixes in priority order
Each map ends with the changes that would make the most difference, ranked so your team knows where to start.
How it works
Agree the questions
We decide together what you need to know and which decision the answers will inform.
Choose the methods
Interviews, testing, audits or analytics, picked to fit the question and your budget.
Gather the evidence
We talk to your audience and review what you have, with you involved throughout as the subject matter expert.
Find the patterns
Findings are grouped with the evidence behind each one, so nothing rests on opinion.
Act on it
You get recommendations ranked by effort and return, in a form your team can act on straight away.
Map your audience's route
Tell us who you most need to reach and what you need them to do.
Our 'why' & promise to you
People rarely take the route you expect. Seeing their real path is the quickest way to find where they give up.
This work exists to give you evidence you can act on, so the decisions that follow rest on what your audience actually needs.
You’ll get answers before opinions
You will not be handed a design direction first. Every recommendation is earned through what your audience tells us and shows us.
You’ll be in the work as the expert
You know your organisation better than anyone. You are involved from the first conversation, and your knowledge shapes every finding.
You’ll get findings you can use
You will get clear, ranked recommendations with the evidence behind each one, written for the people who will act on them.
You’ll move forward with confidence
You will know what to change, why it matters, and what to do first.
Our full list of Services
Consultancy
& Research
- Competitor research
- Customer journey mapping
- Digital/web strategy
- Usability testing
- User research
- User personas
UI/UX Design
- UI & UX design system
- Information architecture
- Wireframing & prototyping
- User flows & stories
- Conversion rate optimisation
- Accessibility
- Mobile first design
Brand & Design
- Creative direction
- Brand assets creation
- Brand identity system
- Tone of voice
- Brand purpose services
- Brand values
- Print design services
- Design retainers
- Video & motion graphics
- Corporate presentations
- Social asset creation