Evaluating User Experience: A Comprehensive Guide to UX Audits
In this article, we'll take a closer look at what exactly a UX audit or UX scan is, what its benefits are, and how to conduct one.
What is a UX audit?
In a UX audit, or user experience audit, points of improvement in the user experience are identified using various data sources such as user insights, usability heuristics and customer support tickets.
The advantages of a UX audit
By performing a UX audit, you get direct insight into the points of improvement of a website, app or prototype. The goal is to improve the experience for the end user.
Numerous studies have been done on the return of a better user experience. From these, the following three advantages emerge:
- Higher retention. Customers who are satisfied with a website or app are more likely to return for follow-up purchases.
- Higher customer lifetime value (CLV). Partly because retention is higher, the customer life time value is also higher.
- Higher conversion rate. By removing obstacles in the ordering process, you convert more visitors into bookers and you increase the conversion rate, which in turn makes it easier to acquire new customers.
When to conduct a UX audit?
A UX audit can be used at different stages. In general, a UX Audit adds most value at one of the following moments:
- At the start of a redesign project. Perform a UX scan or audit on an existing website or app, so the findings can be used as input for the redesign project. By performing a baseline and a single measurement, you can determine to what extent progress has been made.
- To evaluate a prototype. On the one hand to get confirmation that you are well on your way, but also to obtain points of improvement that can be implemented immediately.
- After going live with a new website or app. Determine how the users experience the new website or app and use the results as input for the optimisation process.
What can you expect from a UX Audit?
Although no UX audit is the same, the results are often delivered according to a set pattern. This means that after performing a UX audit, you can expect the following:
- Clear report. With an overview of all the bottlenecks and a justification based on conventions and heuristics.
- Evaluation. An evaluation with the UX expert who conducted the audit in which the results are explained and any questions are answered.
- Highlight video. When a UX audit is combined with usability research, a highlight video will be delivered in addition to the report.
How much does it cost to perform a UX Audit?
The cost of a UX Audit is between €995 and €3750 per audit. These costs depend on the complexity of the research, the research question, the product to be researched and the chosen methodology(s).
Pro tip: make sure you clearly agree on which research methods will be used and how the results will be delivered prior to conducting a UX audit. That way, there will be no surprises afterwards.
How to conduct a UX audit
Want to perform a UX Audit for yourself or one of your clients? That is possible. Although the set-up of UX audits can differ greatly, the process of setting up and performing a UX audit almost always looks the same.
Step 1 - Preparation
The quality of the UX audit stands or falls with its preparation. An indispensable part of the preparation is to map out the business objectives and to get acquainted with the product to be audited. Apart from that, it must be clear in advance how the results will be presented.
Will user tests be carried out as part of the UX audit? Then you also have to deal with the recruitment of respondents, who in the case of user tests are also called testers.
Is the product still in its infancy and is there no prototype yet? Then it is strongly recommended to first carry out a needs or concept research.
Step 2 - Performing the UX audit
After the preparations have been made, the actual audit can take place. The lead time depends on the complexity of the audit. In general, the turnaround time is about 10 to 15 working days.
Step 3 - Analysis and report
Are user tests or in-depth interviews also carried out? Then you can use the User Sense tool to let stakeholders watch live via the live stream. This is highly recommended, as experience has shown that attending sessions ensures more support.
After the implementation it is time for the analysis and the drafting of the report. At User Sense the results are presented in a clear research report. This report gives a clear overview of the points for improvement. If in-depth interviews or user tests have also been carried out, a highlight video is also delivered.