UX & UI Audit
Over 95% of homepages fail to meet WCAG 2 standards. I'll show you an audit template I created to tackle these issues.
Background
Supplies nutrition supplements for women in 9 European markets.
The challenge was to align project recommendations with the Shopify framework, and its limited opportunities and drawbacks of headless e-commerce.
Project brief
Enhance checkout process in order to increase conversion.
My Role
I performed a UI/UX audit to pinpoint areas for enhancement in the customer purchasing experience. By leveraging Google Analytics, I gained insights into user behaviours and pathways. The audit employed various methodologies, including visual analysis, the checklist method, cognitive walkthroughs, and heuristic evaluation.
The project manager and I conducted a Discovery Workshop with the client to understand their business, product, and customers. We then prioritized tasks and developed an action plan. Throughout the project, I collaborated closely with the client and our internal development team.
I used those tools:
Project Kick-off & Workshop
The first step in understanding the business and the product was a kick-off meeting with the client. After the initial assessment, I prepared a workshop to gather all necessary information, prioritize tasks, and plan the team's next steps.
The workshop included:
- An energizer: An engaging activity to start the session.
- Discover Phase: Activities such as the Golden Circle, Value Proposition Canvas, and Unique Selling Points to uncover key insights.
- Define Phase: We used "User Story" to articulate the user's statement, followed by "How Might We" to generate ideas and reframe insights. This helped us prioritize goals using the MoSCoW method.
- Lightning Demo: The team shared screenshots and images, assembling everything on the board. "Crazy 8s" then allowed us to adjust inspiration to fit our project's specifications. This step was crucial for analysing the challenge and potential solutions.
After the workshops, I had a comprehensive understanding of the product and its users. This allowed me to start with the audit, revamp the shop flow, focusing on refining the purchasing process to enhance upselling and cross-selling opportunities.
Miro view of the workshop plan
UI/UX Audit Template
Get the audit template to see the step-by-step process I used. This file also helps you create detailed reports. Have a look at some selected views to get a better understanding.
Before & After
See the product page I revamped after the audit.
- Subscription model: Noticing that a majority of customers are repeat shoppers, I introduced a subscription model to simplify and enhance their purchasing experience.
- Cross-Selling: The "after" is more effective, leveraging bulk purchase incentives and creating urgency.
- Conversion: The "after" has higher conversion potential due to its social proof, urgency cues, and recurring purchase.
Conclusion
The UI/UX audit uncovered key insights that reshaped our customer purchasing experience. I improved search functionality and fixed usability issues by redesigning the product page and checkout process. This enhanced accessibility and streamlined the process for better upselling and cross-selling, boosting user engagement and satisfaction.
This template proved its value, earning a spot in the company’s repository. I continue to refine and adapt it to meet the unique needs of each project.
Let’s connect, hello@joannarybak.com and see how I can help you achieve your goals.
Luke Lasek
Head of Product Design @ Design Allies | 25wat
Next Project
Check out how I designed an interface that increased conversions.
