Introduction

Following the creation of initial user journeys, this stage focuses on evaluating those journeys to identify key points of friction and opportunity.

Rather than simply mapping the process, this evaluation highlights where users struggle most and where design intervention would provide the greatest impact.

This allows the project to move from understanding behaviour to defining actionable opportunities.

Evaluation approach

Each journey was analysed to identify:

• Points of friction where users experience difficulty or uncertainty
• Moments of decision-making where support is needed
• Patterns that appear across multiple user types

By comparing journeys, it becomes possible to prioritise common problems rather than isolated issues.

Key friction areas

1. Starting the process

Across multiple journeys, users struggled with knowing where to begin.

This was particularly evident in:

• First-time users (Emily, Jake)
• Users working independently

Without a clear starting point, users often delayed progress or made inconsistent early decisions.

Design opportunity