User flow
A user flow is the path a person takes through a website or product to complete a task, from the entry point to the final step.
Area
Websites and conversion
What it means in practice
User flows are usually drawn as diagrams, with boxes for screens or pages, arrows for actions and diamonds for decisions. A flow for booking a demo might start on a LinkedIn ad and land on a landing page. From there it moves to the pricing page, a form, a calendar and a confirmation email.
Mapping flows shows problems that page-by-page design misses. Dead ends, unnecessary steps, confusing branches and missing confirmations become obvious when the whole path is on one canvas. Each step is a place where people can drop off, so fewer and clearer steps usually help.
Flows exist on websites and in products. On a website, the important flows lead to a conversion, like booking a call, starting a trial or contacting sales. In a product, they cover tasks such as onboarding, setup, inviting a teammate or completing the core action.
Why it matters for B2B and AI teams
B2B buyers rarely follow a straight line. They arrive from search, ads, referrals and social, and many visit several times before acting. Mapping the main flows shows whether each entry point leads somewhere useful.
In products, especially AI products, flows decide whether users reach value. If setup takes too many steps, or a key choice is unclear, users leave before they see what the product can do. Clear choices and confirmations are part of the design, as much as the screens themselves.
How we approach it
We design in Figma, and the same flow thinking applies to a website’s path to a booked call and to product UI.
For Tithe, a pre-launch iOS focus app, we designed the UI and UX across 35 screens, from kickoff to a handoff-ready Figma file in six weeks. That project was design only.
For 3 Acres, we designed and built a Framer website that connects property discovery with the path to a tour.
FAQ
A user flow covers the specific steps to complete one task. An experience map is broader. It covers what a person thinks and feels across many touchpoints, often before and after they use the product.
Before designing screens or pages, and again whenever conversion or activation drops at a specific point.
As few as possible while still collecting what you need. Every extra field or page loses some people, so question each one.
Keep exploring
Related terms
Information architecture (IA)
Information architecture (IA) is how a website’s content is organized, labeled and connected, so visitors can find what they need and know where they are.
Prototype
A prototype is an interactive model of a website or product that people can click through to test flows and ideas before anything is built.
Wireframe
A wireframe is a simple, low-detail layout of a page that shows structure, content order and function before visual design begins.
Call to action (CTA)
A call to action (CTA) is the prompt that asks a visitor to take one specific next step, such as booking a call, starting a trial or requesting a demo.
Conversion rate optimization (CRO)
Conversion rate optimization (CRO) is the work of increasing the share of visitors who take the action you want, such as booking a call, signing up or buying.
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