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User Journeys - Understand Your SaaS Product from a User's Perspective

User Journeys - Understand Your SaaS Product from a User's Perspective

Creating a user journey for your new SaaS product can help illustrate how customers interact with your product and give your development team a clear idea of what features need to be implemented first. Here's how you can approach developing the user journey.

Why User Journeys are Key to SaaS Success

In today's competitive SaaS market, understanding your users' needs and experiences is more crucial than ever. One of the most effective ways to gain this understanding is through creating a user journey. This detailed map of your customers' interactions with your product can be a game changer, illuminating what's working, what's not, and most importantly, where your development team should focus their efforts first.

Whether you're just embarking on your SaaS journey or looking to improve an existing product, crafting a user journey is an essential first step. In this guide, we'll explore how to define your user, map their journey, identify their emotions at each step, and spot opportunities for improvement. We'll also walk you through an example user journey to bring these concepts to life.

Define the User

Understand who your target user is. Create a detailed persona that includes characteristics like:

  • Age, gender, profession, etc.
  • Goals and motivations for using the product
  • Pain points or problems they face that your product will solve

Define the Scenario

Understand the context in which the user will be using the product. Will they be at work, at home, or on-the-go? Will they be stressed or relaxed? Time-constrained or not? The scenario can significantly impact the user experience and needs to be considered when designing the user journey.

Map the User's Journey

Identify the touchpoints where the user interacts with the product and the actions they take. Break this down into steps.

For example:

  • User hears about the product (through an ad, word of mouth, etc.)
  • User visits the website or app to learn more about the product.
  • User signs up for a trial or makes a purchase.
  • User goes through the onboarding process.
  • User uses the product to solve their problem.
  • User contacts support for help.

Identify Emotions at Each Step

Note how the user might be feeling at each stage of the journey. This can help your team understand how to design the product to make the journey as pleasant and effective as possible.

Highlight Opportunities

Identify places in the journey where the user experience can be improved. These are potential features that could be added to the product. Prioritize these based on what will have the biggest impact on the user experience.

Document Everything

Write everything down and create a visual map of the user journey. This will help you and your team see the whole journey at a glance and will be a useful reference as you implement the features.

Review and Refine

As you start to implement the features and gather feedback from users, you should revisit and update the user journey map. This will help you ensure that you're always focused on improving the user experience.

An example could be


Sarah, a 30-year-old digital marketer who is responsible for creating email campaigns for her clients.


Sarah is at work and needs to create and schedule multiple email campaigns.

User Journey

Sarah signs up and logs into the SaaS product. Sarah uses a tutorial to learn how to create an email campaign. Sarah creates her first email campaign by inputting the required information. Sarah schedules the campaign to go out at a specific time. Sarah uses the reporting features to track the performance of her campaign.


Sarah feels a bit overwhelmed when she first logs in but is relieved when she finds a tutorial. Sarah feels satisfied when she successfully creates her first campaign. Sarah feels excited when she sees the reporting features and understands how they can help her improve her campaigns.


  • Improve onboarding with interactive tutorials or in-app guidance.
  • Provide templates for creating email campaigns.
  • Add features for AB testing campaigns.
  • Improve reporting features to give Sarah more insights into how her campaigns are performing.

This is just an example. You can tailor this approach based on your product and your users' needs. Remember, the goal is to create a journey that accurately reflects your user's experience and helps your development team understand what features need to be implemented first.

Discovering the Symphony of User Journeys

Imagine you're the conductor of an orchestra, with every instrument representing a different user journey. Each journey plays its own unique tune, reflecting diverse user interactions with your SaaS product. However, when orchestrated together, these melodies intertwine to create a symphony - a comprehensive depiction of your product's user experience.

Each new user journey discovered adds a layer to this symphony, enhancing the richness and depth of the overall piece. But here's the fascinating part: as you uncover more journeys and widen your understanding of user experiences, you might find yourself tuning previously defined journeys.

It's an iterative dance, a continual refinement that ensures each instrument—each user journey—plays in harmony with the others. This process is what transforms a collection of individual user journeys into a cohesive and comprehensive user experience.

So, wield your conductor's baton and start orchestrating your user journeys. This isn't a one-time concert—it's an ongoing symphony of understanding and improving your product, conducted in rhythm with the evolving needs of your users. Embrace the melody of constant learning and adaptation, and watch your SaaS product sing its way to success.

Now It's Your Turn

We've journeyed together through the intricacies of crafting a user journey for your new SaaS product. But now, it's your turn to put these principles into action.

Take a moment to reflect on your product and your user. Start with a clear definition of who they are and what their pain points might be. Then, begin to map their journey through your product, keeping in mind their emotional landscape and potential areas for improvement.

Remember, a successful product is not just about innovative features; it's about solving your users' problems in a manner that's intuitive and enjoyable for them.

TL;DR; - Your Action Plan:

  1. Define your user: Who are they? What are their goals and pain points?
  2. Map the journey: Outline the steps users take when interacting with your product.
  3. Identify emotions: Consider how users might feel at each stage of their journey.
  4. Spot opportunities: Look for places where the user experience could be improved.
  5. Take action: Use your insights to enhance your product and create a better user experience.
  6. Iterate and refine: As you learn more about your users and their journeys, adjust and improve your maps. Don't be afraid to revisit previously defined journeys.
  7. Have fun: Enjoy the process! Innovation happens when we're open, curious, and engaged.

So what are you waiting for? It's time to dive in and start crafting your user journeys. And remember, we're always here cheering you on. We're eager to see how your SaaS product evolves and thrives!



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