Designing Around Real User Behaviour
A strong journey map creates clarity across product, design, and development. It reveals where value is created, where friction slows progress, and where improvements can meaningfully impact adoption and retention. The result is not more features, but better flow.
Our User Journey Mapping Process
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The best products are built by understanding every step the end user takes, including the edge cases, friction points and emotional moments that shape their experience. By understanding real workflows, we reduce guesswork in development and improve time to value.
The result is a platform that feels intuitive, supports adoption, and scales with clarity rather than complexity.
User journey mapping ensures the product is not built around assumptions, but around how users actually behave. By examining each interaction, decision point, and obstacle across the workflow, we design systems that deliver value seamlessly and intuitively.
We begin with a broad view of how the problem/ process is currently being addressed.
This includes both direct competitors and indirect competitors, because customers don’t compare your product only to similar software, they compare it to every possible alternative.
The alternatives solution can be a manual process or fragmented tools stitched together.
In many industries, these indirect competitors represent the true status quo you’re competing against
With the foundations set, we identify every interaction point between the user and the product. This includes screens, workflows, notifications, integrations, and decision moments.
The journey is broken into clear stages: awareness, onboarding, engagement, and renewal. At each stage, we document what the user is doing, thinking, and feeling.
This helps to uncover the friction, confusion, and overlooked edge cases that would otherwise go unnoticed.
With the full journey mapped, the focus shifts to optimisation. The goal is to design the most seamless path possible for users to reach meaningful value.
This is what we call reducing Time to Value - ensuring users experience the core benefit of the product quickly and with minimal friction. Complex flows are simplified, unnecessary steps are removed and clarity is prioritised. By designing around the ideal path, while still accounting for real-world edge cases, the product becomes intuitive, efficient and aligned with user expectations.
Who we are
Your strategic partner from day one
Mayfly helps you turn your AI idea into an industry-transforming venture.
As a venture studio, we bring product insight, go-to-market strategy, technical execution, and network into one integrated team, with shared ownership from the start.
We partner closely with a select group of ventures, validating what matters, reducing risk early, and giving founders clarity and confidence at every stage.
Build your strategic roadmap
Uncover the risks, commercial opportunity and strategy for success so you can build your venture with clarity and confidence.
$15,000
UVP
- UVP Definition
- Customer Discovery
- Problem/ Solution Analysis
- Competition Analysis
GTM
- Phased GTM Roadmap
- Channel discovery
- Funnel Design
- Messaging framework
- Business Model Strategy
Product
- Phased Product Roadmap
- Product Scope and Quote
- Product Hypothesis
- User Journey Mapping
Bring your idea to the table
Book a complimentary strategy session with our team
If you’re an industry expert thinking about how AI could genuinely improve the way things work in your field, we’d love to hear about it.
The first discussion is simply a chance to talk through the opportunity, find some clarity, and see if there’s a fit on both sides. Early ideas are welcome.
FAQs
A user journey map should be detailed enough to expose friction and edge cases, but not so detailed that it becomes theoretical. The goal is finding clarity around where value is created and where users struggle.
Products often become feature-rich but workflow-poor. Without understanding how users actually move through a system, adoption and retention suffer.
Not necessarily. Mapping user journeys early helps prevent building features that don't align with real workflows. It ensures development effort is focused on meaningful friction points from the start, rather than fixing misalignment later.
