Funnel Optimization and Journey Mapping

Why user journeys become fragmented

In enterprise organizations, different teams own different touchpoints. Marketing manages the website, product handles the application, and customer success owns onboarding. Each team optimizes their silo, but no one has visibility into the complete user experience. The result: jarring transitions, repeated information requests, and abandoned conversion flows that no single metric captures.

Effective funnel optimization requires understanding the entire journey from a user's perspective. At Stoneberg Design, we bring experience from Tableau and Salesforce where complex multi-product ecosystems demanded holistic journey thinking. We map experiences across channels, identify moments where users get stuck or confused, and design cohesive paths that feel intentional rather than accidental.

Our journey mapping methodology

We begin with stakeholder interviews to understand current funnel metrics, known pain points, and organizational handoff points. Then we conduct user research across the full journey: interviews with recent sign-ups, session analysis of trial users, and contextual inquiry with activated customers. This reveals the gap between intended paths and actual behavior.

The resulting journey maps visualize each touchpoint, the user's mental model at that stage, emotional highs and lows, and specific friction points causing drop-off. We layer in quantitative data showing traffic volume and conversion rates at each step, creating a comprehensive view that combines behavioral analytics with qualitative context.

From insights to actionable improvements

Journey maps are strategic tools, not just documentation. We use them to facilitate cross-functional workshops where product, marketing, and engineering teams align on high-impact improvements. The maps reveal ownership gaps, inconsistent messaging, and technical barriers that prevent seamless handoffs between touchpoints.

Our recommendations prioritize changes based on user impact and implementation effort. This might mean consolidating redundant signup forms, providing better context when users transition from marketing site to product trial, or redesigning activation emails to surface value propositions that research shows matter most. Each recommendation ties directly to observed user behavior and predicted funnel metrics.

Optimizing complex B2B funnels

B2B SaaS funnels rarely follow simple linear paths. Users research across multiple sessions, involve colleagues in evaluation, and hit gatekeeping moments like required credit cards or sales-assisted trials. We map these non-linear journeys to identify where friction is productive versus destructive.

For enterprise products, we distinguish between end user journeys and buyer journeys. A data analyst evaluating your analytics platform has different needs than the VP who approves the purchase. We design experiences that serve both, ensuring individual users reach aha moments quickly while giving economic buyers the governance visibility and feature depth they require in vendor selection.

Measuring journey improvements

We establish clear metrics for each journey stage: awareness to consideration conversion, trial signup to activation rate, and activated user to expansion revenue. As improvements launch, we track both overall funnel performance and segment-specific impacts to ensure optimizations help all user types.

Journey maps become living documents that evolve with your product. We provide frameworks for ongoing journey tracking so internal teams can maintain visibility as new features and touchpoints emerge. Whether you need a one-time funnel analysis or embedded journey optimization support, we bring the cross-functional perspective and UX rigor to turn fragmented experiences into cohesive conversion paths.