How to do a UX audit: taking a people-first approach.

Ever felt like your website could use a little makeover to better cater to your users? Well, you're in for a treat! Let's embark on a journey together – a UX audit. But this isn't just about following a set of rules. It's about truly understanding your users and giving your website the shine it deserves. So, let's dive in and discover how to transform your website into a user-friendly haven!

1. Starting your UX audit: getting to know your users inside out.

First things first, start your UX audit by getting familiar with your users. Who are they? What do they need? At blubolt, we always start our UX audits by asking ourselves (and our clients) these questions. By defining your target audience and creating clear user personas, you can understand their wants and needs. With this insight in mind, you can tailor the UX audit around specific needs for the industry and user base.

Example: UX audit for Green People.

For example, with our project with the organic beauty brand Green People, we identified a few different personas (different demographics and new vs existing users) and concluded that we needed to design with existing customers in mind as the brand’s loyal customer base was so accustomed to the old design! At the same time, to provide a better UX experience for new customers, we upgraded product information as this group isn’t knowledgeable about the products. Overall, this informed our UX approach - we focused on using the existing site as a foundation and elevating the offerings, UX and design instead with fantastic results. Read more about our sleek redesign for Green People.

2. UX audit: alignment of business and user goals.

The balancing act between business objectives and user expectations on your eCommerce site can be tricky. But fear not! We're here to find common ground. By aligning your website's goals with both user expectations and business objectives, we can create a win-win situation. It's about finding that sweet spot where everyone feels satisfied.

3. UX audit: analyse usability.

Ever been on a website that felt clunky and confusing to navigate? Whenever users stop to think about how to use a product, it interrupts the conversion funnel and means users aren’t having a seamless experience. Make sure to examine elements like navigation and content, as well as any unique flows on the site to ensure a smooth journey throughout.

For an eCommerce site, it’s essential that the flows from the homepage and collection pages through to the checkout are as simple as possible to avoid friction. Less time thinking about how to use the site means more time focussing on products and purchase decisions. Consistency is key, make sure to follow consistent usability patterns and UI elements so users know what to expect throughout the site, like the personality-filled Shopify Plus website we recently launched for I Love Wallpaper. Also, check out our top UX considerations for more advice.

4. UX audit: brand reflection & visual flare.

When viewing a luxury, premium product range, users can often be thrown off when the website design isn’t aligned with that. Ensure that the packaging and branding flare are brought through to the website, as well as the content feeling in line with brand positioning/voice. The website should be seen as an extension of the brand and a way for users to purchase products!

Examples: contrasting coffee brands.

For our recent project for WatchHouse Coffee, a brand that embodies a modern approach to coffee, we delivered a premium design to reflect a premium brand. Our design employs unique layouts with a strong use of typography, photography, video and space to create a clean and high-end feel while still hitting best practices.

For Rave Coffee, a purveyor of quality coffee but with an entirely different brand personality, we delivered a high-energy design to convey Rave's upbeat tone. With the brand's signature yellow, we employed distinctive icons – for example, the graphics for different coffee grinds – to achieve a fun and fast user experience.

5. UX audit: breaking down accessibility barriers leads to great UX for all.

With the new EU accessibility laws looming in 2025, website accessibility it is more important than ever. The main pitfalls are through colour contrast and typography usage and how this affects usability and readability. Other problem areas are likely to be confusing content and signposting which can affect users with cognitive impairments, as well as able-bodied users. Need more information? Learn how to embrace eCommerce accessibility with our top tips.

Examples: incorporating upcoming accessibility laws.

Two recent blubolt projects that come to mind as examples of great accessibility are the organic beauty brand Green People and modern coffee experts WatchHouse. Check out their sites for inspiration!

6. UX audit: speeding toward success.

In today's fast-paced world, ensuring your site speed is fast is crucial. Users form impressions quickly, and if a site takes too long to load, users will bounce and potentially not come back to try again. So naturally, testing your site speed needs to be part of your UX audit; explore a round-up of possible website speed tool tests.

7. UX audit: learning from the competition.

Considering direct and indirect competitors in the industry can massively help when using competitor websites for benchmarking and identifying areas of improvement based on industry standards. So take your top three competitors, review their UX capabilities and note what ideas you can incorporate into your own website.

Conclusion: your guide to a people-first UX audit.

In conclusion, a UX audit is about understanding your users and making your website the best it can be. So, let's roll up our sleeves and get to work. Your users will thank you for it!

Need some help with your website’s UX? We're a personal & proactive Shopify Plus agency that designs, builds & optimises beautiful eCommerce solutions to help your brand grow faster. Explore our expert Shopify services - including design - and browse our client work for Shopify inspiration. Get in touch to discuss your requirements. We would love to help!

The 2024 B2B eCommerce Buyers Guide
Get your copy today
The 2024 B2B eCommerce Buyers Guide
We’ve created a guide to help you navigate the burgeoning domain of B2B eCommerce, providing insights and strategies to harness its full potential for unprecedented growth and success in the contemporary B2B sales landscape.
Download guide