{"id":6621,"date":"2026-08-26T11:24:05","date_gmt":"2026-08-26T09:24:05","guid":{"rendered":"https:\/\/www.infinity-group.pl\/blog\/?p=6621"},"modified":"2026-08-26T11:24:06","modified_gmt":"2026-08-26T09:24:06","slug":"how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice","status":"publish","type":"post","link":"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/","title":{"rendered":"How\u00a0usability\u00a0testing can\u00a0transform\u00a0e-commerce:\u00a0customer\u00a0journey\u00a0mapping\u00a0workshops\u00a0in\u00a0practice"},"content":{"rendered":"\n<p>Does this scenario sound familiar? Your team conducts in-depth\u00a0usability\u00a0testing\u00a0on your online store. You gather data,\u00a0identify\u00a0every point of friction and pinpoint exactly where customers abandon their baskets. The findings are compiled into an extensive report, which lands in the inboxes of senior management\u2026 and that is where its story ends. The report quietly fades into obscurity because,\u00a0<strong>although the organisation can see the errors and problems, it does not know how to turn a dry list of recommended improvements into a meaningful strategy and development backlog.<\/strong><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Summary<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Prze\u0142\u0105cznik Spisu Tre\u015bci\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#what-customer-journey-mapping-is\" >What Customer Journey Mapping is?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#who-should-take-part-in-the-workshop\" >Who\u00a0should\u00a0take\u00a0part in the\u00a0workshop?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#bringing-usability-testing-data-into-the-workshop\" >Bringing\u00a0usability\u00a0testing\u00a0data\u00a0into\u00a0the\u00a0workshop\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#what-does-the-organisation-gain-by-combining-research-with-a-workshop\" >What\u00a0does\u00a0the\u00a0organisation\u00a0gain\u00a0by\u00a0combining\u00a0research\u00a0with a\u00a0workshop?\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#decisions-are-based-on-data-not-hierarchy\" >Decisions\u00a0are\u00a0based\u00a0on data, not hierarchy\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#the-backlog-is-prioritised-according-to-the-true-significance-of-each-problem\" >The\u00a0backlog\u00a0is\u00a0prioritised\u00a0according\u00a0to the\u00a0true\u00a0significance\u00a0of\u00a0each\u00a0problem\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#the-team-gains-a-better-understanding-of-the-users-perspective\" >The team gains a better understanding of the user\u2019s perspective<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#what-does-the-workshop-involve\" >What\u00a0does\u00a0the\u00a0workshop\u00a0involve?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#mapping-the-teams-assumptions\" >Mapping the team\u2019s assumptions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#validating-assumptions-against-research-findings\" >Validating assumptions against research findings<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#redesigning-the-journey\" >Redesigning the journey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#setting-priorities-and-preparing-an-action-plan\" >Setting\u00a0priorities\u00a0and\u00a0preparing\u00a0an\u00a0action\u00a0plan\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#treating-the-map-as-a-continuously-updated-tool\" >Treating\u00a0the map as a\u00a0continuously\u00a0updated\u00a0tool\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#summary\" >Summary<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.infinity-group.dev\/blog\/2026\/08\/26\/how-usability-testing-can-transform-e-commerce-customer-journey-mapping-workshops-in-practice\/#contact-us\" >Contact us<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>In our previous article, we focused on diagnosis \u2013 in other words, <strong>how usability testing can uncover hidden barriers in e-commerce<\/strong>. This time, we explain how to prevent your report from being forgotten and ensure that the insights you have gathered translate into higher conversion rates.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"what-customer-journey-mapping-is\"><\/span>What Customer Journey Mapping is?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To stop an online store from losing customers, we need to bring together what users say and do with <strong>what the business wants to achieve and what is technologically feasible<\/strong>. The best way to do this is not through yet another slide deck, but through an interactive <strong>Customer Journey Mapping (CJM) workshop.<\/strong><\/p>\n\n\n\n<p>Customer Journey Mapping visualises the entire journey a user takes \u2013 from the moment they first become aware of a need, through researching and browsing products, to completing the purchase and receiving after-sales support. In a workshop setting, this usually takes the form of a large virtual or physical board covered with colourful notes arranged according to the different stages of the customer journey. The purchasing process is broken down into its individual components and examined across several parallel layers:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Touchpoints:<\/strong>\u00a0the\u00a0specific\u00a0places\u00a0where\u00a0users\u00a0interact\u00a0with the system\u00a0or\u00a0brand,\u00a0such\u00a0as a\u00a0social\u00a0media\u00a0advert,\u00a0product\u00a0listings\u00a0in a\u00a0search\u00a0engine\u00a0or\u00a0transactional\u00a0emails.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Actions\u00a0and\u00a0intentions:<\/strong>\u00a0what\u00a0the\u00a0customer\u00a0is\u00a0trying\u00a0to do\u00a0at\u00a0a\u00a0particular\u00a0stage\u00a0and\u00a0what\u00a0they\u00a0want to\u00a0achieve,\u00a0such\u00a0as\u00a0comparing\u00a0two\u00a0laptop\u00a0models.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Emotions,\u00a0thoughts\u00a0and\u00a0moments\u00a0of\u00a0peak\u00a0stress:<\/strong>\u00a0the\u00a0psychological\u00a0layer\u00a0that\u00a0reveals\u00a0when\u00a0customers\u00a0feel\u00a0satisfied\u00a0and\u00a0confident, and\u00a0when\u00a0they\u00a0begin\u00a0to\u00a0experience\u00a0frustration\u00a0or\u00a0anxiety\u00a0about\u00a0making\u00a0a\u00a0purchase.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Important!<\/strong>\u00a0<br>A customer journey map\u00a0<strong>is not a system flowchart, a UML\u00a0diagram\u00a0or a conventional navigation tree<\/strong>. It is not about how the code or database works from a technical perspective, but about\u00a0<strong>how a person \u2013 with limited time, cognitive\u00a0constraints\u00a0and emotions \u2013 experiences the online store<\/strong>. Until\u00a0usability\u00a0testing\u00a0data is incorporated into the map, it\u00a0remains\u00a0little more than a collection of organisational aspirations and subjective assumptions.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"who-should-take-part-in-the-workshop\"><\/span>Who\u00a0should\u00a0take\u00a0part in the\u00a0workshop?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>One of the most common mistakes in e-commerce optimisation is confining discussions about the customer to a single, isolated department \u2013 whether IT, marketing or another team. An online store is an interconnected ecosystem. The strength of a CJM workshop lies in bringing together an interdisciplinary team representing different and often competing perspectives:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>IT and UX\u00a0teams:<\/strong>\u00a0to\u00a0assess\u00a0the\u00a0technical\u00a0feasibility\u00a0of\u00a0ideas\u00a0as\u00a0they\u00a0emerge\u00a0and\u00a0uphold\u00a0design and UX\u00a0standards.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Marketing and\u00a0sales,\u00a0including\u00a0e-commerce\u00a0managers:<\/strong>\u00a0to\u00a0ensure\u00a0that\u00a0sales\u00a0targets,\u00a0margins\u00a0and the\u00a0smooth\u00a0progression\u00a0of\u00a0customers\u00a0through\u00a0the\u00a0conversion\u00a0funnel\u00a0remain\u00a0central to the\u00a0discussion.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Customer\u00a0service:<\/strong>\u00a0an\u00a0essential\u00a0yet\u00a0frequently\u00a0overlooked\u00a0group\u00a0of\u00a0participants.\u00a0Customer\u00a0service\u00a0teams\u00a0speak\u00a0every\u00a0day\u00a0to\u00a0frustrated\u00a0customers\u00a0when\u00a0a\u00a0website\u00a0or\u00a0application\u00a0fails\u00a0them. As a\u00a0result,\u00a0they\u00a0possess\u00a0a\u00a0wealth\u00a0of\u00a0knowledge\u00a0about\u00a0barriers\u00a0that\u00a0no\u00a0analytics\u00a0script\u00a0is\u00a0capable\u00a0of\u00a0detecting.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The\u00a0project\u00a0sponsor\u00a0or\u00a0decision-maker:<\/strong>\u00a0someone\u00a0with\u00a0genuine\u00a0budgetary\u00a0and\u00a0decision-making\u00a0authority\u00a0who\u00a0can\u00a0resolve\u00a0prolonged\u00a0discussions\u00a0and\u00a0approve\u00a0key\u00a0changes.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p>When representatives of all these areas gather around a single board, communication barriers tend to disappear. Developers are more likely to understand why marketing is pushing for a change to the page layout, while marketers gain greater insight into the system constraints faced by the IT team.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"bringing-usability-testing-data-into-the-workshop\"><\/span>Bringing\u00a0usability\u00a0testing\u00a0data\u00a0into\u00a0the\u00a0workshop\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Incorporating research findings into the workshop quickly shifts the conversation away from personal opinions and towards verified information. Instead of discussing general impressions,<strong> the team examines actual user behaviour and data showing where the most significant problems arise throughout the purchasing process<\/strong>. These may include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Difficulty\u00a0selecting\u00a0a\u00a0product\u00a0from a listing:<\/strong>\u00a0rather\u00a0than\u00a0debating\u00a0whether\u00a0the\u00a0filters\u00a0are\u00a0clear\u00a0enough, the team\u00a0watches\u00a0a\u00a0short\u00a0extract\u00a0from a\u00a0usability\u00a0testing\u00a0session. It\u00a0shows\u00a0a\u00a0user\u00a0spending\u00a0several\u00a0minutes\u00a0trying\u00a0to\u00a0narrow\u00a0the\u00a0results\u00a0down to the\u00a0size\u00a0they\u00a0need,\u00a0only\u00a0to be\u00a0hindered\u00a0by\u00a0an\u00a0unclear\u00a0and\u00a0overly\u00a0complex\u00a0category\u00a0structure. We\u00a0mark\u00a0this\u00a0moment on the map as a\u00a0<strong>point of\u00a0particularly\u00a0high\u00a0cognitive\u00a0load<\/strong>\u00a0and\u00a0then\u00a0work\u00a0together\u00a0to\u00a0find\u00a0a\u00a0way\u00a0to\u00a0simplify\u00a0the\u00a0process.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Abandoning\u00a0a\u00a0purchase\u00a0because\u00a0registration\u00a0is\u00a0compulsory:<\/strong>\u00a0when\u00a0analysing\u00a0the\u00a0checkout\u00a0stage, we\u00a0draw\u00a0on\u00a0direct\u00a0statements\u00a0made\u00a0during\u00a0the\u00a0research. One\u00a0user\u00a0might\u00a0say: \u201cI\u2019m\u00a0giving\u00a0up.\u00a0I\u2019m\u00a0not\u00a0creating\u00a0another\u00a0account,\u00a0setting\u00a0a\u00a0password\u00a0and\u00a0confirming\u00a0my email\u00a0address\u00a0just\u00a0to\u00a0buy\u00a0one\u00a0item\u00a0for PLN 40.\u201d\u00a0This\u00a0type\u00a0of feedback\u00a0reveals\u00a0that\u00a0compulsory\u00a0registration\u00a0may\u00a0not be\u00a0supporting\u00a0the\u00a0growth\u00a0of the marketing\u00a0database\u00a0at\u00a0all\u00a0\u2013\u00a0instead,\u00a0it\u00a0may\u00a0be\u00a0contributing\u00a0to\u00a0higher\u00a0basket\u00a0abandonment\u00a0rates.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>A\u00a0loss\u00a0of trust\u00a0at\u00a0the\u00a0cost-summary\u00a0stage:<\/strong>\u00a0the\u00a0results\u00a0of a Single\u00a0Ease\u00a0Question\u00a0(SEQ)\u00a0indicate\u00a0that\u00a0<strong>users\u2019\u00a0assessment\u00a0of the\u00a0process\u00a0drops\u00a0sharply\u00a0on the\u00a0final\u00a0screen\u00a0before\u00a0payment<\/strong>. The\u00a0reason\u00a0turns\u00a0out to be\u00a0additional\u00a0delivery\u00a0or\u00a0packaging\u00a0costs\u00a0that\u00a0are\u00a0only\u00a0revealed\u00a0towards\u00a0the end of the\u00a0purchase.\u00a0During\u00a0the\u00a0workshop, we\u00a0analyse\u00a0how\u00a0this\u00a0affects\u00a0customer\u00a0trust and\u00a0determine\u00a0how\u00a0the\u00a0full\u00a0cost\u00a0could\u00a0be\u00a0communicated\u00a0earlier\u00a0\u2013 on the\u00a0product\u00a0page, for\u00a0example.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"what-does-the-organisation-gain-by-combining-research-with-a-workshop\"><\/span>What\u00a0does\u00a0the\u00a0organisation\u00a0gain\u00a0by\u00a0combining\u00a0research\u00a0with a\u00a0workshop?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Working in this way is more than a one-off creative exercise. Above all, it changes how the organisation manages its digital product, delivering three tangible benefits.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Decisions\u00a0are\u00a0based\u00a0on data, not hierarchy\u00a0<\/h3>\n\n\n\n<p>This approach helps limit the so-called HiPPO effect \u2013 the Highest Paid Person\u2019s Opinion \u2013 in which the direction of product development is determined primarily by the views of the most senior person in the room. During the workshop, assumptions made by the CEO, marketing director, designer or developer are tested against the research findings. If usability testing demonstrates that a particular feature makes it more difficult for users to complete a purchase, this becomes a significant factor in the discussion \u2013 regardless of the team\u2019s previous beliefs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"the-backlog-is-prioritised-according-to-the-true-significance-of-each-problem\"><\/span>The\u00a0backlog\u00a0is\u00a0prioritised\u00a0according\u00a0to the\u00a0true\u00a0significance\u00a0of\u00a0each\u00a0problem\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Instead of continually adding improvements to the roadmap without clear priorities, the team considers the purchasing journey as a whole. This makes it possible to distinguish minor inconveniences from barriers that cause customers to abandon their purchases and affect sales performance. The changes most likely to deliver meaningful value to customers and the business can therefore be addressed first.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"the-team-gains-a-better-understanding-of-the-users-perspective\"><\/span>The team gains a better understanding of the user\u2019s perspective<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Behind the data on traffic, conversions and abandoned baskets, the team begins to see real people purchasing in different circumstances \u2013 perhaps shopping on their phones, in a hurry or concerned about unexpected costs.<strong> This perspective makes it easier to design simpler and more intuitive purchasing processes.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"what-does-the-workshop-involve\"><\/span>What\u00a0does\u00a0the\u00a0workshop\u00a0involve?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A workshop combining research findings with Customer Journey Mapping takes the team from reviewing its existing assumptions to developing a concrete plan for change.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mapping the team\u2019s assumptions<\/h3>\n\n\n\n<p>At the outset, participants recreate the purchasing journey as they currently believe the customer experiences it. At this stage, they do not yet consult the research report. <strong>This makes it possible to uncover the beliefs, assumptions and objectives that exist within the organisation in relation to each stage of the process.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"validating-assumptions-against-research-findings\"><\/span>Validating assumptions against research findings<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The initial map is then compared with the results of usability testing. The team analyses session recordings, participants\u2019 comments, error messages and quantitative data. <strong>This allows them to determine which parts of the journey work as intended and which create difficulties or cause customers to abandon their purchases.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"redesigning-the-journey\"><\/span>Redesigning the journey<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Once the team understands where problems occur and what causes them, it can begin looking for solutions that address their underlying causes. This does not always mean simply changing the interface. If complex filters make it difficult to choose a sophisticated product, the right solution might be a mechanism that guides the customer through the purchasing decision, such as guided selling. <strong>If compulsory registration is the barrier, the business could consider enabling guest checkout or inviting customers to create an account only after placing their order.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"setting-priorities-and-preparing-an-action-plan\"><\/span>Setting\u00a0priorities\u00a0and\u00a0preparing\u00a0an\u00a0action\u00a0plan\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Every proposed improvement is assessed according to two criteria:<strong> its value to users and the business, and the cost and complexity of implementing it<\/strong>. This enables the team to identify which initiatives should be addressed first and transform the workshop findings into a realistic roadmap for designers and developers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"treating-the-map-as-a-continuously-updated-tool\"><\/span>Treating\u00a0the map as a\u00a0continuously\u00a0updated\u00a0tool\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>The end of the workshop should not mark the end of the team\u2019s work with the customer journey map<\/strong>. It should be treated as a living document that is regularly updated and consulted when subsequent product decisions are made. If the marketing department proposes a new feature several months later, or the IT team plans to replace the payment gateway, <strong>the map can help assess the impact of that decision on the entire purchasing experience<\/strong>. The team can identify which stage of the journey the proposed change affects, what problem it solves and whether it will genuinely simplify the process from the customer\u2019s perspective. As a result, new features are not designed in isolation. Instead, the product develops coherently and remains aligned with users\u2019 needs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"summary\"><\/span>Summary<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Usability testing provides a reliable compass, offering an accurate, evidence-based picture of the problems and barriers affecting an e-commerce platform. <strong>A Customer Journey Mapping workshop then helps the organisation view those problems in a broader context, uncover their causes and translate the findings into concrete action.<\/strong><\/p>\n\n\n\n<p>When representatives from business, technology, marketing and UX analyse user behaviour together, e-commerce development is no longer driven by individual opinions and unverified assumptions. It becomes a structured process in which decisions are informed by data, business objectives and customer needs. This approach makes it possible to simplify the purchasing journey consistently, increase conversion rates and strengthen customer loyalty.<\/p>\n\n\n\n<p>Whether your challenge is basket abandonment, difficulty selecting the right product or an overly complex purchasing process, we can help you identify the most significant barriers and determine which changes should take priority. <strong>Through Customer Journey Mapping workshops tailored to your organisation\u2019s needs, we combine usability testing findings with your business objectives and technological capabilities.<\/strong> Get in touch with us to discuss how we can work together to create a simpler, more effective purchasing journey for your customers.<\/p>\n\n\n\n<div class=\"wp-block-contact-form-7-contact-form-selector\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f5799-o1\" lang=\"pl-PL\" dir=\"ltr\" data-wpcf7-id=\"5799\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/6621#wpcf7-f5799-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Formularz kontaktowy\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"5799\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.6\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"pl_PL\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f5799-o1\" \/><input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/><input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/><input type=\"hidden\" name=\"_wpcf7_recaptcha_response\" value=\"\" \/>\n<\/fieldset>\n<h2 class=\"form-title\"><span class=\"ez-toc-section\" id=\"contact-us\"><\/span>Contact us\n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"form-row\">\n\t<div class=\"form-column\">\n\t\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"your-name\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Name and surname*\" value=\"\" type=\"text\" name=\"your-name\" \/><\/span>\n\t\t<\/p>\n\t<\/div>\n\t<div class=\"form-column\">\n\t\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"your-company\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Company*\" value=\"\" type=\"text\" name=\"your-company\" \/><\/span>\n\t\t<\/p>\n\t<\/div>\n<\/div>\n<div class=\"form-row\">\n\t<div class=\"form-column\">\n\t\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"your-email\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"E-mail*\" value=\"\" type=\"email\" name=\"your-email\" \/><\/span>\n\t\t<\/p>\n\t<\/div>\n\t<div class=\"form-column\">\n\t\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"phone-number\"><input size=\"40\" maxlength=\"15\" class=\"wpcf7-form-control wpcf7-tel wpcf7-text wpcf7-validates-as-tel\" aria-invalid=\"false\" placeholder=\"Phone number\" value=\"\" type=\"tel\" name=\"phone-number\" \/><\/span>\n\t\t<\/p>\n\t<\/div>\n<\/div>\n<p><span class=\"wpcf7-form-control-wrap\" data-name=\"your-message\"><textarea cols=\"40\" rows=\"10\" maxlength=\"2000\" class=\"wpcf7-form-control wpcf7-textarea\" aria-invalid=\"false\" placeholder=\"Message\" name=\"your-message\"><\/textarea><\/span>\n<\/p>\n<p><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"Submit\" \/>\n<\/p>\n<div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<p>*Required\n<\/p>\n<p class=\"klauzula-naglowek\">Clause:\n<\/p>\n<p>The administrator of your personal data is Infinity Group Sp. z o.o., with its registered office in Bia\u0142ystok.<br \/>\nThe data provided in the form will be processed for the purpose of responding to your inquiry (Article 6(1)(f) of the GDPR \u2013 the administrator\u2019s legitimate interest consisting in conducting correspondence). Providing your data is voluntary, but necessary in order to receive a response.<br \/>\nYou have, among others, the right to object to the processing of your data and the right to lodge a complaint with the President of the Personal Data Protection Office (Poland). Detailed information, including information on data recipients, the data retention period, and possible transfers of data outside the EEA, can be found under the link \u201cInformation on the processing of your personal data\u201d.\n<\/p>\n<\/form>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Does this scenario sound familiar? Your team conducts in-depth\u00a0usability\u00a0testing\u00a0on your online store. You gather data,\u00a0identify\u00a0every point of friction and pinpoint exactly where customers abandon their baskets. The findings are compiled into an extensive report, which lands in the inboxes of senior management\u2026 and that is where its story ends. The report quietly fades into obscurity&#8230;<\/p>\n","protected":false},"author":39,"featured_media":6638,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"class_list":["post-6621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ux-en"],"_links":{"self":[{"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/posts\/6621","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/users\/39"}],"replies":[{"embeddable":true,"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/comments?post=6621"}],"version-history":[{"count":2,"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/posts\/6621\/revisions"}],"predecessor-version":[{"id":6634,"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/posts\/6621\/revisions\/6634"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/media\/6638"}],"wp:attachment":[{"href":"https:\/\/www.infinity-group.pl\/blog\/wp-json\/wp\/v2\/media?parent=6621"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}