The Zephr User State Map allows you to specify the different states and journeys your users take throughout their customer lifecycle.
Whilst some organisations may look at users as being merely Anonymous or Registered – which Zephr recognises by default – others may build richer customer journeys, looking to specifically target users who are engaged or disengaged, have churned, or who login infrequently.
Zephr’s User State Map allows you to specify these states and transitions, then reference them within your Feature Rules, offering unique experiences to each user state.
Configuring the User State Map
To enter the User State Map, navigate to Journey > User State Map within your Zephr Admin Console. If you cannot see this option, please get in touch with your Customer Success Manager.
Here you will see the States & Transitions screen. Similar to the Zephr Rules Builder, this canvas allows you to drag, drop, and link different customer states within a user journey, and implement transitions from one state to another.
By default, you will see Anonymous and Registered user states, with a dashed line indicating the point at which a user authenticates (logs in) and transitions between those states.
Note: Within Zephr, an Anonymous user, by default, refers to a user without an authenticated session. A Registered user refers to someone with an authenticated session, which is to say they are logged in either directly through Zephr, or via a JWT session cookie being shared to Zephr.
The two-way arrow linking these states specifies the ability for a user to transition both from Anonymous to Registered by logging in, and Registered to Anonymous by logging out.
Adding a New State
To add a new state, click and drag the Add New State button to either the Anonymous or Registered side of the States Canvas.
Once the node is on the canvas, give your new state a Title, and an optional Description. For example, we’re creating a State called Engaged, to build out a journey for what an engaged user looks like.
Next, drag a connection from an existing state, to the new state. In this case, we’re connecting Registered to the new Engaged State, to set a Transition for how a Registered User becomes Engaged.
Linking two states will open a new modal, allowing you to see the transition criteria for the States.
The Transition Criteria within the User State Map tells Zephr what a user must do in order to be considered part of that new State.
Your options for this include:
- Page Viewed: Allows you to set Less Than or More Than a set number of views in a day, week, month or custom period
- Logged In: Allows you to set Less Than or More Than a set number of logins within the last 1 week, 2 weeks, 1 month, 3 month, 6 months, 1 year, or custom time period
- Has Product: Allows you to set a transition for if a user has any Products set up within your Zephr Product Catalogue, or to select a specific product for the transition.
- Cancelled Product: Allows you to set a transition for if a user has cancelled any Products set up within your Zephr Product Catalogue, or to select a specific cancelled product for the transition.
- Product Expired: Allows you to set a transition for if a user has any Expired Products set up within your Zephr Product Catalogue, or to select a specific expired product for the transition.
You will then be able to set explicit criteria based on the transition criteria selected.
To add multiple Transition Criteria, click the + button in the top, right hand corner of the modal.
At the bottom of the Edit Criteria modal you will see a section called Flow. This section shows your linked states and has options for one-way or two-way arrows.
The one-way arrow refers to transitions where a user cannot transition back to their previous state. For example, if a user is considered a VIP after reading 100 articles, you may wish to keep them as a VIP for their customer lifetime, even if they do not continue to read articles frequently.
The two-way arrow refers to transitions where a user can transition back to their previous state. For example, a user may be considered Engaged when they read more than 10 articles a month, however they may be removed from this State if they don’t consume 10 articles a month consistently.
Click the arrow that is relevant to the Transition, then click Save.
Once you’ve completed each of your States and Transitions, be sure to click Save at the bottom of the page.
Viewing State & Transition Details
Once you’ve added a State and Transition, click the State or Transition, respectively, to see its details. This is also where you can Edit or Delete a State or Transition from your flow.
The Transition above details how a user might transition from Registered to Engaged. In this case, a two-way flow has been set up. To transition to Engaged, a user must have more than five pages views per day. To return to Registered, a user must have five pages views or less per day.
Referencing a State in a Feature Rule
When your user states have been saved, navigate back to your user rules and select User > Journey State from the decision palette. Here you will be able to select from the journey states you have created to fork your rules based on whether a user has a particular state.
For example, in the Registered segment of a Feature Rule, we can do a check to see if a user is considered Engaged, and then give them a different experience based on this outcome.
User States will display in the relevant Anonymous or Registered segment of the rule you are building, based on whether you have added them to the Anonymous or Registered side of the User State Map.
The following basic example shows three additional user states for authenticated users.
The user states are Engaged, VIP, and Lapsed.
In this example, Engaged users have been specified as users who are viewing five or more pages of content a day.
VIP users are specified as users who are viewing ten or more pages of content a day AND have a Gold subscription.
Lapsed users are categorised as users who have cancelled a product within Zephr, which would be triggered by cancelling a subscription.
These user states can then be used to build richer customer journeys.
In the example above, a sub rule has been used to determine which state a user is in within the Registered segment of a feature rule. The feature outcome, in black, is dependent on the user’s state. For example, the Engaged user journey may offer an in-article paywall to entice Engaged readers to subscribe, a VIP user journey may be used to show an ad-free premium experience, and a Lapsed user journey may offer paywall messaging stating ‘Come back. We miss you.’.