Have you undertaken a UX competitor analysis for your website or app?
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UX competitor analysis helps:
  • Evaluate usability and interaction design of competitors using recognised usability principles.
  • Problem solve current usability or design issues.
  • Compare your website (or app) aganist the market.
  • Define market gaps.
  • Uncover solutions for new functionality.
  • Gauge the sentiment of your competitor's customers.
Have you interviewed people from your target market to gather their needs, motivations and behaviours around using your website (or app)?
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Interviews are an essential step in the UX process and are useful for:
  • Uncovering qualitative data about the attitudes, needs, motivations and behaviours of members of your target audience.
  • Getting a deeper understanding of your users - their pain points, their use of technology and various ethnographic information.
  • Capturing what the user says, their behaviours, emotions and also non-verbal cues.
  • Collecting insights into a problem and building hypotheses that will then be used in quantitative research, such as surveys.
Have you surveyed people from your target audience to confirm assumptions you may have made about them?
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Often you can form assumptions about your users. Surveys can be used to validate (or debunk) assumptions made about your target audience. Surveys can gather qualitative data, but their strengths come in collecting quantitative data. Typical uses for surveys are:
  • Getting a better understanding of your users demographics or behaviours.
  • Quantifying results from qualitative research, such as interviews.
  • Confirming the needs and goals of users.
  • Rating functionality or experiences.
Have you developed personas that represent the needs, behaviours, motivations and demographics of your main audience segments?
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Personas are an excellent way to visually represent distinct segments of your target audience. They are very useful in:
  • Defining the main goals, values and behaviours for each audience segment.
  • Representing demographics for each audience segment.
  • Providing focus for design elements that cater to each persona.
  • Capturing expectations that each persona may have.
  • Putting a human face and background to the audience segment.
  • Defining where and how customers spend their time.
  • Using the above data will lead to a better understanding of how to target leads, how to design for these users and what flows the user is wanting from a system.
Have you developed customer journey maps to represent how members of your target audience experience and interact with your digital ecosystem?
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Customer journey maps are an excellent way to plan out a great customer experience. They are very beneficial for:
  • Understanding how your customers feel before, during and after interacting with your digital system.
  • Seeing how users move through various touchpoints of your digital ecosystem and sales funnel.
  • Defining gaps or pain points where the experience is not optimal for the user.
  • Helping you discover opportunities where your experience can be differentiated from your competitors.
When designing your website or app was “card sorting” ever used to group content into distinct categories?
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Card sorting is a useful activity where participants contribute to the site structure, organisation of content and navigation structure of a website. It can uncover groupings that may never have been thought of before. The benefits of card sorting are:
  • It is a good method for forming the basis of a system’s structure, organisation and labels.
  • It can be used to evaluate the information architecture of a current system.
  • It is a good way to help decide what a navigation system may consist of.
  • It assists in deciding what may be found on a homepage.
Have you undertaken a content audit for your website or app?
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Content audits are useful for defining the current site structure and what content is on your site. The benefits to doing a content audit are:
  • Understanding the scale of your current website (or app).
  • Highlights the current structure of a system and assists in identifying areas that can be restructured.
  • Understanding if any gaps are present in your website (or app) content.
  • Understanding if there are any duplicate pages.
  • Understanding if there is any outdated content.
  • Evaluating if any content can be repurposed.
  • Useful for determining where redirects should point to.
Was usability testing undertaken when your website (or app) was designed and developed?
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Usability testing allows you to run task oriented tests for participants on your systems design or prototype. The benefits are:
  • Assessing if tasks can be successfully completed.
  • Determine how long it takes to carry out tasks.
  • Understanding if the system is easy to use.
  • Identifying if there are functional or usability issues that need resolving.
  • Observing the behaviour of participants undertaking a usability test can uncover excellent insights for improving the system.
  • Collecting suggestions or feedback from participants.
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