UX audit of the digital product is an incredible way to boost the value of your business. This article will tell you why.
So, how can you determine the quality of a design? It should be seamless for the user, almost invisible. A great UX designer ensures that every piece of information is placed where it needs to be and effortlessly discoverable, aiming to create a smooth interaction with your product. So, if you’re perplexed as to why your product/website/app isn’t performing up to par, the answer likely lies within the realm of UX.
When you could benefit from a UX audit
Here are just a few indicators that would be a sign to conduct an audit:
- High bounce rates: Complex and visually unappealing websites tend to drive users away swiftly
- Low user engagement: This could be attributed to various factors, such as an unclear call-to-action button, an overwhelming amount of text that is hard to read, intricate navigation, and countless others
- Low conversion rate
- User complaints and negative feedback
- Significant updates: A comprehensive UX audit can help ensure a smooth transition and prevent disruptions.
- Reaching a new market or scaling a product: Expanding your target audience may necessitate adapting your design to accommodate cultural nuances.
A UX audit is a comprehensive evaluation conducted by experts to assess your product’s usability and user experience. It serves as a means to analyze and rate software products, allowing stakeholders to identify areas of improvement. Both UX Audit and Usability Testing aim to obtain insights about user interaction with the product and what should be done to enhance the experience. Nevertheless, there is a difference in approach and results between these processes.
The output of a UX audit is a detailed report with research-backed suggestions for improving your product and increasing conversions (which could be actionable insights and practical recommendations about changes). Auditing evaluates the product against a predefined set of standards or objectives, while usability testing identifies issues based on user actions and behaviors. It involves observing users interacting with the product and noting any difficulties or challenges. However, testing can be held during a UX audit.
Typically, a UX audit includes the following stages:
- Identifying business objectives and user concerns.
- Analyzing data (conversion metrics, customer care data, sales, engagement rate).
- Ensuring compliance with UX standards.
- Conducting usability testing.
- Undertaking heuristic evaluation.
- Performing external user research. Mental modeling.
- Analyzing competitors and best practices.
- Review of business and user objectives
- Wireframing & prototyping
- Coming up with UX Best Practices
When is the ideal time to conduct a UX audit?
It’s advisable to conduct a UX audit when you already have an existing product that demands a redesign due to the issues above. Alternatively, a thorough examination can ensure a successful performance if you have a new product ready for development. However, even if you don’t encounter any noticeable problems, a UX audit may still be necessary, especially during platform migration or as part of regular maintenance, usually every 2-5 years.
Benefits of UX audit
User experience significantly ensures user satisfaction by enhancing usability (including click-through rates, ease of navigation, time spent on interfaces, and more). It also delves into discovering pain points that often leave users feeling irritated, frustrated, or perplexed. Moreover, a UX audit significantly contributes to fostering customer loyalty. This, in turn, can pave the way for increased sales, higher conversion rates, and improved revenue, ultimately bolstering your reputation and making you stand out among the competitors.
A UX audit can prove even more invaluable if you’re starting your product. Identifying and resolving issues during the staging phase rather than in total production provides an opportunity to reduce costs and streamline development.
What happens during the UX audit process?
Let’s consider a situation where a comprehensive audit is undertaken. In this case, a UX auditor will examine and test various aspects, such as:
- Identifying inconsistencies in design elements like fonts, colors, contrast ratio, and more
- Checking for any broken links or malfunctioning buttons
- Evaluating the information architecture to ensure a user-friendly layout and clear hierarchical structure
- Verifying if any outdated information needs to be rectified
- Identifying any flaws in the customer journey that may hinder smooth interactions
- Usability and accessibility of the platform
- Applying usability heuristics to evaluate the overall user experience
- Examining the tone of voice used and determining if the design aligns with the business objectives
- Utilizing analytics tools to gain insights into traffic, engagement, conversion rates, and other pertinent metrics if provided with access to analytics tools
What can you expect as an outcome of a UX audit?
There is no fixed template when presenting UX audit reports, as they vary in detail and timeframe. However, the result can include:
- A presentation summarizing the key findings from heuristic and accessibility evaluation.
- Practical suggestions on how to address the identified issues.
- Examples showcasing effective resolutions.
- A list of recommendations and the necessary next steps.
To ensure the most successful UX audit experience, your initial input is highly valuable. Please provide the auditing side with clear business objectives, data about your product’s users (such as their location, demographics, and behavior), any available analytics data, and previous UX audit results, and discuss the desired deadlines for the audit.
To measure the impact of the UX audit, you can utilize various key performance indicators (KPIs). These may include monitoring the bounce rate, analyzing heatmaps and clicks, loading time, soliciting user feedback, or conducting surveys. Testing a beta version of an improved product can also be highly effective.