Kickstart your user experience projects

We are sure you will agree: improving the user experience -and thus the ROI- of your website requires considerable effort. First, you need actionable data and a working reporting set-up. Then, you need research in your user’s behavior, be it with eye tracking studies, user surveys or mouse heatmaps.  Last, you also need an agile approach and sufficient resources & capabilities to A/B test and fine-tune your user experience.

Luckily, there are four aspects you can easily asses yourself. Real user involvement remains vital, but this checklist should help you kick start any website UX project.

#1. Check the structure

Check the building blocks of your website. Envision your key users. Would they understand the story in your structure? Is it clear for them what everything means and why it goes together? Also check if the structure is translated in every part of the website. Arrange everything on the site, including e.g. a downloads section, following the same structure. 



Check the logic of your website. Suppose that you want to sell shoes. The logic first is clicking on a picture of a shoe you like. Next step is picking a color, then the size, etc. You see: logic. Don’t think this applies only to web shops. All websites need a very clear logic, a path your user understands. Check the logic of every possible user action on your site, and optimize where necessary. 

#3. Check the consistency

Using green buttons on this page and red buttons on that? Short scannable text on this page and long essays on another? Don’t. Consistency is an essential ingredient for a fluid user experience. Don’t just look at colors and copy. Is your navigation rendered in the same way on every page? Are the images the same size? Are your URLs formed consistently? 

A solid user experience increases Key Performance Indicators (KPI’s) by 83%

#4. Check the retrievability

You probably know that you should check your tags, URLs and links to kick-start your SEO. But have you tried finding what a user might need on your own site? Ask any random family member or friend to find a certain product or page on your website. Peek over their shoulder and see what they do. Don’t be surprised when they don’t click on that fancy “to the product” button you worked so hard on. If no family member or friend is available, try this exercise yourself. You’ll be surprised off how much you will learn.

Good luck!