Brugerrejsen

Brugerrejsen is a concept in user experience and service design that describes the sequence of actions a user takes to achieve a goal when interacting with a product, service or brand. It centers on the user's perspective, from initial awareness to ongoing use and potential advocacy. The journey can be linear or nonlinear and often spans multiple touchpoints, channels and devices.

Typical phases include discovery, consideration, acquisition, onboarding, first use, regular use, support and optimization, and renewal or advocacy. Each phase is analyzed in terms of user goals, tasks, emotions, pain points and opportunities. A journey map visualizes the flow, highlights moments of truth and identifies gaps between user needs and the current experience. Common elements are user goals, actions, touchpoints, channels, backend processes, metrics and improvement opportunities.

Creating a Brugerrejsen involves user research (interviews, surveys, analytics), segmentation with personas, and cross-functional workshops to ensure alignment. Outputs often include journey maps, service blueprints and prioritized roadmaps for design and development.

Benefits include a clearer view of user friction, better prioritization of improvements, higher cross-channel consistency, and increased conversion, retention and satisfaction. It is widely used in digital product teams, marketing and service design to test assumptions and guide iterative changes.