Today’s savvy digital citizens have very high expectations. According to a study by Salesforce:
These numbers demonstrate the challenge companies face to deliver an exceptional user experience. Faced with these high expectations from their customers, what happens when digital product offerings aren’t functioning at their maximum efficiency and the user experience is less than desirable?
A recent Forbes report says that nearly 70% of consumers say their willingness to buy is impacted by page speed. Page speed, however, is just one factor that should be addressed for optimal customer engagement. Smart companies who want to embark on the right direction and improve the overall UX of their digital offerings make use of UX audits.
Why conduct a UX Audit?
For companies to stay competitive and offer a user experience that meets expectations, performance is key. A UX audit is an assessment that evaluates behavior as well as quantitative and qualitative data about a system. The issues uncovered are documented as a report that will help decision makers to detect what is hindering their system, how to make improvements and increase the user experience. By doing so, companies can make system adjustments that help lead to customer retention and attract new business.
UX audits can help answer the following questions:
Process for conducting an audit
Typically, an organization performs a UX audit when a critical product redesign or update is released. Additionally, periodic updates can be scheduled to make sure that products are meeting user experience objectives and business goals as performance analysis leads to good decision-making.
Depending upon budget and timeline, the steps of a UX audit can vary. The following steps offer a general guideline that can be scaled depending on an organization’s limitations in relation to either budget or timeline.
To successfully complete a UX audit, the first step must involve a complete understanding of the business objectives and goals for the product being audited.
Getting to know your users involves the creation of user personas. UX personas are designed to identify the needs, goals, desires, and challenges of our typical users. If you identified personas when the app was first being developed, it is good practice to revisit these personas during the audit in case they’ve changed or evolved.
This step is critical to understanding where the user encounters difficulties. In getting to know the user from the previous step, (user) flows can be created. These flows demonstrate the user’s objectives and steps they take.
The quantitative data businesses accumulate to track the performance of their products is crucial to a UX Audit. This data offers insight on users of their products and their behaviors during the interaction.
The information gained throughout the UX process allows the auditor to do an evaluation through the eyes of the user, detailing all challenges an end user would face.
A UX audit report should be treated like a gold mine of information. The analysis should include a compilation of all data gathered throughout each step of the process along with how the product is being used and the areas in which users face challenges.
Based on the information within the report, clear recommendations should be made as to where improvements can be implemented. Further, recommendations made should be actionable, detailing the impact on business initiatives and user objectives.
Once implemented, the results need to be measured to ensure the solutions meet performance expectations. The results also lay the groundwork for future software decisions.
Tips to Perform a Successful UX Audit
Improving your company with a Successful UX Audit Journey
Statistics show that 25% of mobile apps end up being used only once. If your digital touchpoints have poor UX, it’s likely your products will fall within that number. On the other hand, every $1 invested in UX design results in a $100 return, representing a 9,900% ROI.
An app or website is a representation of an organization’s brand. The overall success of an app or website is dependent on how the functionalities and design are presented to the end user. A strong UX fosters user retention, an increased number of new users, and an overall increase in user engagement. Don’t wait—the faster a UX audit is launched, the faster a business can unlock the benefits of good UX.
For help with your UX audit, check out Apexon’s UX Strategy and Design services or get in touch using the form below.