Fred is explaining to their client, Foodoko, that the user journey is a complex one when it comes to creating a conversion. Which phases of the user journey does what’s described as the “messy middle” include?
- The exploration and action phase
- The initial search and exploration phase
- The exploration and evaluation phase
- The evaluation and action phase
The user journey is complicated and often spreads across multiple platforms.
In the beginning, there is always an idea, intent, or something that triggers an action. After that begins an exploration phase. In this phase, users explore products or services.
Next is the evaluation phase, when users compare various options of different products or services. Very often, users go back and forward between exploration and evaluation phases. That is called “messy middle”.
The last phase is action. In this stage, users take action. It could be a purchase, download, sign-up, or any other.