A business is as profitable and successful as its users are satisfied with its products, services, and the experience they build around them.
Many businesses devote considerable resources to optimizing their websites, aiming to increase conversions and improve user experiences, which are critical drivers of overall business success. However, despite these efforts, achieving desired outcomes can be challenging without a comprehensive understanding of underlying issues.
Meeting users' expectations with an easy-to-use digital platform and personalized experience is essential for business success. This requires continuous monitoring and identification of why websites or apps encounter specific issues. By gaining insights into these challenges, businesses can effectively allocate resources and efforts in the right direction.
Take, for example, a prominent online retailer that struggled to boost sales despite extensive efforts. Upon engaging a UX specialist and conducting thorough audits and research, a significant issue was pinpointed in the checkout process — The problem stemmed from requiring all users to sign in before making a purchase, leading to frustration among both new and returning customers.
Recognizing the need for change, the expert implemented a simple yet impactful solution: introducing a "Continue Shopping Without Signing In" button. This minor adjustment yielded a substantial increase in revenue within a year.
This story highlights the critical importance of accurately identifying and addressing underlying UX problems, as well as understanding why they occur.
Start with why?
Starting with "why" is crucial in UX research. It's about getting to the heart of why users behave the way they do before diving into specific research methods or solutions. While traditional methods might tell us "what" users do, focusing on "why" unlocks a deeper level of understanding.
- Motivations — Why do users choose certain products or services?Understanding the underlying desires, goals, or values that products or services help users achieve is key. For example, prospective students may choose a university's higher education website because they seek educational advancement and career opportunities.
- Frustrations — Why do users encounter pain points or roadblocks?Delving into deeper frustrations caused by issues hindering users' ability to achieve their goals is essential. For instance, patients using a healthcare technology platform may be frustrated by complex appointment scheduling procedures, hindering their access to timely healthcare services.
- Underlying Needs — Why are users trying to achieve these specific desires or goals?Exploring the fundamental psychological or emotional needs driving users' behavior within the context of your product is vital. For example, users of a fintech application may seek financial stability and control over their finances, driving them to seek budgeting and investment tools.
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What are UX audits and how do they help?
UX audits provide a practical approach to understanding the "why" behind user experiences, offering valuable insights that inform the right research methodologies. These audits encompass a thorough assessment of the user experience, guided by heuristic principles.
This involves analyzing the user journey, pinpointing pain points and bottlenecks, and evaluating the overall usability, content, and accessibility of a website or application.
Consider, for instance, conducting a UX audit on a higher education website, which may uncover why prospective students struggle to access relevant program information due to unclear navigation structures.
Similarly, in healthcare technology, users may encounter frustrations stemming from a lack of integration between medical records and appointment scheduling. These issues could be attributed to poorly placed buttons or cluttered navigation elements.
In a banking app, users might be discouraged by complex account registration processes, leading to a higher churn rate and impacting their financial management capabilities.
By conducting a UX audit, businesses can gain a deeper understanding of why users face difficulties, enabling them to effectively address these challenges.
This insight serves as a foundation for further research, guiding the selection of appropriate methodologies and streamlining the design process. Ultimately, investing in a user-centered approach facilitates informed decision-making and fosters the development of solutions that align with both user needs and business objectives.
Invest in your users
With over 63% of the global population now digital, the perception of digital experiences and products has undergone a significant shift.
Even seemingly minor design flaws can compound over time, resulting in a frustrating user experience. Whether it's an extra click, a confusing label, or a lengthy onboarding process, these issues can lead to user churn and lost revenue.
Investing in a deep understanding of user needs and preferences is paramount for long-term success. It's about delivering seamless user experiences that meet expectations and drive tangible business outcomes, ultimately promoting responsible impact, attracting customers, and gaining a competitive edge.
Providing the right experience demonstrates that your business cares about its users. By earning users' trust in one area, businesses can leverage this trust to encourage the adoption of new functionalities and services.
Conducting a UX audit can expedite the implementation process and empower the design team to create solutions tailored to user needs. By enabling users to accomplish multiple tasks seamlessly, businesses can enhance their lives and foster trust in their brand.
So, if your website or app feels cumbersome, if onboarding processes are lengthy, or if you're targeting a new audience, consider a UX audit. It's akin to a checkup for your product, identifying underlying issues and pain points before they escalate into major obstacles.
Investing in understanding your users is essential – a smooth user experience is the cornerstone of long-term success.
If you require assistance with UX audit and redesign services, contact us. We're here to help you create exceptional user experiences tailored to your business goals and users' needs.