Understand & Audit

Understand & Audit


Review product to learn more about business goals, user needs, and technical limitations.

One definition of a UX Audit is that it is a method used to pinpoint the less-than-perfect areas of a digital product, revealing which parts of a site or app are red flags.

During a UX audit I use a range of methods, tools, and metrics to identify areas where a product is drifting away from pre-established goals.

Let’s look at all the stages covered in the audit phase

Business Objectives

  • What are your short and long term business goals?
  • Who are your users?
  • What are some of your company values?
  • What are some of your product concerns?
  • Who are some of your major competitors?
  • What are your primary sales channels?
  • What is your definition of product success?

Analytics Overview

  • What are your users searching for?
  • Where are they coming from?
  • At what point in the sales funnel are they jumping ship?

I use a variety of UX analytic tools, such as Google Analytics, Hotjar, Kissmetrics, and Omniture, to turn data into valuable insights about:

  • User demographics
  • Conversion metrics
  • Sales data
  • Traffic flow and engagement
  • Customer care data
  • Heatmaps
  • Scrollmaps
  • Form analytics
  • Poll/form results
  • User testing results

Heuristic Evaluation

A heuristic evaluation is a method used to identify any usability issues with the design interface. In simple terms, it tests how user-friendly the user interface is.


  1. Visibility of system status.
  2. Match between system and the real world.
  3. User control and freedom.
  4. Consistency and standards.
  5. Error prevention.
  6. Recognition rather than recall.
  7. Flexibility and efficiency of use.
  8. Aesthetic and minimalist design.
  9. Help users recognize, diagnose, and recover from errors.
  10. Help and documentation.