Knowing where to start to improve user experience (UX) on your website or app can be daunting and difficult to pin down. There are so many research methods out there that it can all be a bit overwhelming. Here is a simple 3-step process to follow that should help.
1. Where?
The first part to understand is where to focus your efforts to maximise your results. Start by defining your user goals then measuring UX though an analytical platform like Google Analytics. You need to know how to interpret analytical user data, sometimes less of something can be more positive e.g. less time spent on a page can often be a good thing! By setting goals, signals and metrics based around specific tasks you can determine what positive or negative UX looks like.
2. What?
Once you have pinned down where your website has opportunities to improve UX you can look at other methods to find clues on what is holding your users back. Click or move maps represent cursor data that can highlight areas users are drawn towards and areas they miss. Scroll maps will show where users are spending their page viewing time and where they stop scrolling. Hotjar is a great platform to gather this data and currently a free account does it all with limited users.
3. Why?
You can now start to draw up some educated recommendations to improve UX but to truly understand why users are behaving in the way they are you need to speak to them. We propose sending surveys, conducting usability testing or arranging user interviews. These methods allow you to ask more direct questions related to the tasks and interface challenges you have uncovered.
How can we help?
We offer all of the above types of UX research here at Indulge and have completed many studies across financial services to improve the UX of our client’s websites and apps. If you’re interested to learn more please drop us a line.
