How to Conduct a UX Audit: A Step-by-Step Guide

In the competitive world of digital products, having a visually appealing and functional website is only the beginning. The true measure of success lies in how effectively a website meets user needs and drives business goals. But how can businesses identify what’s working and what’s not? A UX audit offers the answer.

To unpack the nuances of this process, we spoke with the Head of Product Design at TeaCode, a seasoned expert in aligning design with user needs and business goals. Known for his meticulous approach to identifying pain points and delivering practical solutions, his insights shed light on the intricacies of conducting a successful UX audit.

In this interview, he shares his process for auditing websites, the common challenges designers face, and the steps to bridge the gap between problem identification and actionable solutions. His insights provide a behind-the-scenes look at how our team approaches UX audits to deliver measurable results.

So, Dawid, tell us, what is the main purpose of a UX audit, particularly from a design perspective?

The main goal of a UX audit is to identify any design-related issues that directly impact both the user experience and the business outcomes. From a broader perspective, we assess how intuitive the website or the app is for users to navigate, how easily they can find relevant information, and whether the visual design elements effectively guide them through the process. 

Any issues, such as confusing navigation or unclear design, can lead to frustration and ultimately cause users to abandon the site or the app, or fail to complete key actions, such as making a purchase or signing up. These pain points not only harm the user experience but can also negatively affect conversion rates, customer satisfaction, and overall business performance.

That makes a lot of sense. And before starting the whole process, what specific information is required?

The foundation of any UX audit lies in understanding the client’s goals and the website's current state. First, we need to define the objectives. What is the client trying to achieve? Clients may arrive with clear objectives, such as improving a landing page's conversion rate, or they may seek guidance to define their goals, such as modernising an outdated website. This collaborative process helps clients articulate their priorities and define measurable outcomes.

Then, we need access to any existing website analytics, user feedback, and performance metrics. This data reveals how users interact with the site and highlights areas for improvement. For example, by analysing user behaviour patterns, such as where users are dropping off or which pages are getting the least interaction, we can identify potential usability issues. These insights give us a starting point to focus on key areas that need improvement. From there, we can dig deeper into specific problems and prioritise them based on their impact on the user experience and the business.

And what exactly do you do when the client’s business goals aren’t clearly defined at the start?

It can be a bit tricky. I usually recommend doing a discovery phase where we work together to uncover those goals. This might involve talking to key stakeholders, reviewing any existing research or performance data, and even conducting user research. It's important to align the business objectives before proceeding with the audit. Without that clarity, it’s hard to know if we’re addressing the right problems.

Let’s move on to the audit process itself. When you begin a website audit, what’s the first thing you focus on?

The first step I take is to assess the website in relation to the business goals. I look at whether the critical user flows, such as the checkout process or lead generation steps, are working as expected. Are there any key pathways that users struggle with, or do they fail to meet the desired business outcomes? I examine the current state of these pathways to identify any issues that might hinder the user’s ability to complete tasks. 

Sounds like a good starting point! How do you go from there? How do you assess the user journey and see if there are any pain points?

Once the business goals are clear, we dive into assessing the user journey for those key flows. This means mapping out the steps a user takes to complete important tasks, like making a purchase or signing up for a service. I simulate these journeys myself and analyse the available analytics data to identify drop-off points or friction. Sometimes, I use heatmaps or session recordings to observe how users interact with different elements. It's all about understanding if the path from point A to point B is smooth and intuitive to prevent user frustration or abandonment.

That makes sense. You mentioned heatmaps earlier. Can you tell me more about what tools you use to analyse the user journey?

Definitely, I use a combination of tools and methods to evaluate the user journey. Heatmaps and session recordings, like those from Hotjar or Smartlook give me insight into where users click, how they scroll, and where they might be getting frustrated. I also use analytics tools like Google Analytics to look at user behaviour metrics, such as bounce rates, time on page, and conversion rates. And, of course, I conduct user testing whenever possible to gather feedback directly from users.

That sounds like a thorough approach. What about visual design? What role does it play in the audit process?

Visual design plays a huge role in the audit process. It's not just about making things look pretty - it's about functionality. The goal is to guide the user through the journey with clear and consistent elements like typography, colours, spacing, and images. 

A well-designed site can help users understand where to focus their attention, reduce cognitive load, and ultimately support the website’s business goals, whether that’s boosting conversions or enhancing user engagement.

And how do you evaluate if the visual design is meeting those goals?

To assess visual design, I look at how the design elements communicate hierarchy and guide the user. All the elements need to work together. For example, typography should be clear and readable, with proper contrast and size to make it easy for users to scan information. Colours should be used strategically to highlight important elements, like CTAs buttons or key information, without overwhelming the user. Images should be relevant and high quality, enhancing the user experience rather than distracting from it. 

Consistency is also crucial. I check for uniformity in styles - are there too many variations in buttons, text, or other elements? A consistent structure and styling across larger components help create a seamless experience. 

Finally, I evaluate how all of these elements align with the website’s conversion goals - does the design help drive users to take action, or is it causing confusion? The design should not only look good but also work effectively to support the user journey.

So, it’s all about creating a design that’s functional and user-friendly. But how do you specifically assess the effectiveness of CTAs (call-to-action buttons)? What makes them effective?

Great question! To assess the effectiveness of CTAs, I look at several factors: visibility, clarity, and placement. 

First, the CTA should be easy to find and clearly stand out from other elements on the page. Second, the language should be action-oriented and clear. The wording should encourage users to take the next step, whether that’s “Sign Up Now” or “Learn More.” 

Finally, I check if the CTAs are positioned where users are most likely to take action. They should show up at natural points in the user journey when the user is ready to move forward.

What tools do you use to test how well CTAs are performing?

I rely on heatmaps and analytics tools to track user clicks on CTAs. I also sometimes run A/B tests to compare different versions of CTAs and see which one drives better results, whether it’s higher engagement or better conversion rates.

When conducting a UX audit, what are the most common challenges you face?

Oh, there are a few! One of the biggest challenges is dealing with incomplete or inconsistent data. Sometimes clients don’t have enough analytics or user research to provide a clear picture of user behaviour, which makes it harder to pinpoint specific issues. 

Another challenge is balancing user needs with business goals. What users want might not always align with what the business is trying to achieve. Additionally, technical constraints, such as outdated systems or restrictive platforms, can limit the changes we can suggest. And, finally, getting all stakeholders on the same page can be tough and time-consuming, especially when different people have different opinions about priorities. 

One more prevalent challenge is the lack of regular UX audits. Many teams continuously push product updates and new features but fail to revisit the existing design. In an ideal world, audits would be a continuous, ongoing process. By integrating tools that track user behaviour, it's possible to keep a pulse on the user experience and make adjustments as needed. 

Conducting a monthly review, for example, can provide valuable insights into how users are interacting with the product. It's important to set clear goals for each audit cycle. Even if you’re not performing a full audit every time, regular check-ins with a fresh perspective can uncover issues that might be overlooked when you've been immersed in the product for too long.

That definitely sounds like a tough balancing act. What are some of the most common UX problems you find during design audits?

One of the most frequent issues I encounter during design audits is the neglect of WCAG (Web Content Accessibility Guidelines), particularly when it comes to accessibility. For instance, accessibility features like screen reader compatibility, good colour contrast, and scalable units (like rem or em instead of fixed pixels) are often overlooked, which can make the site difficult to navigate for users with visual impairments.

Another common problem is inconsistent visual design. Multiple versions of buttons, text styles, or icons can confuse users and make the website feel disjointed. Navigation is also a frequent challenge - when it's unintuitive or overly complex, users struggle to find what they need. Lastly, poor information architecture, where the structure doesn’t align with users’ needs, and poorly placed or ineffective call-to-action buttons, which hurt conversion rates, are also common issues.

I’ve definitely seen websites where the navigation feels like a maze! So, when you come across those issues, what design changes do you typically recommend to reduce bounce rates?

There are a few things that always help. The first step is improving page load speed. If the page is slow to load, users will leave before they even have a chance to engage. After that, enhancing readability is key - optimising typography, increasing contrast, and using clear headings help users quickly understand the content. But even the best design won’t compensate for content that’s not engaging or clear. Design and content must work hand in hand to create a compelling user experience.

Simplifying navigation and ensuring key information is visible without scrolling also make a big difference. And, of course, ensuring the website is responsive is essential as many users access sites from their phones.

Is there a quick fix you recommend that usually improves conversion rates? 

There isn’t one magic fix, a single universal fast solution. Every change must be tailored to the specific needs of the users and the goals of the website.

Testing must be a big part of all this. How does testing fit in when validating design changes and improving conversion rates? 

Testing is absolutely essential. A/B testing, in particular, allows us to compare two versions of a page or element and see which one performs better. It helps take the guesswork out of design decisions by providing hard data. 

For example, if we’re testing two different CTA placements, we can see which one drives more conversions. Beyond A/B testing, usability testing also plays a significant role - it lets us observe how real users interact with the design and identify pain points that we might have missed. The more we test and iterate, the better the end result.

It sounds like testing really gives you solid data to back up your decisions. Once the audit is done, how do you move from identifying the issues to actually making the changes?

After the audit, we go into planning mode. We take the findings, prioritise the issues based on how much they impact the business and how feasible they are to fix, and then develop a roadmap for implementing the changes. If the same team that did the audit is handling the implementation, it’s a smoother transition since they already know the context. If not, we make sure the audit document is detailed enough so the next team can jump in without missing a beat.

Who typically takes responsibility for implementing the changes after the audit?

It depends on the team structure and the client’s agreement. In smaller teams, the same person who performed the audit may also handle design implementation, ensuring continuity. In larger organisations, responsibility often shifts to dedicated design or development teams. Regardless of who takes over, clear communication and detailed documentation are crucial to ensure the process runs smoothly.

It must be so much easier when the same team that conducted the audit is also handling the implementation, right? 

Yes, continuity is one of the biggest advantages. The team that performs the audit already has a deep understanding of the issues and the context in which they exist. They've explored user flows, identified pain points, and developed recommendations. This familiarity allows them to move seamlessly into the implementation phase, without the need for extensive handovers or onboarding.

How do you prioritise which changes to implement first?

Prioritisation usually starts with aligning everything to the business goals we defined during the audit. We assess each issue by how much it impacts the user experience and conversion rates, and also consider how much effort it will take to fix. We typically start with high-impact, low-effort fixes. We also work closely with project managers to make sure the priorities align with timelines and available resources. The goal is to tackle the most critical issues first while planning for long-term improvements.

That makes sense. Keeping it fresh and aligned with the times. And how do you assess whether the changes made after an audit are actually working?

Once the changes are made, it’s all about tracking key performance metrics. Conversion rates, bounce rates, and user engagement are all things we keep an eye on. Tools like heatmaps and session recordings as I mentioned before are helpful for understanding user behavior. A/B testing is great for validating whether the changes are having the desired impact. And we always compare the results to the goals set in the initial audit to make sure the changes are moving things in the right direction.

Sounds like a solid system for measuring success! And why is it so important to revisit the audit and make changes iteratively?

It’s all about continuous improvement. UX audits SHOULD be conducted regularly. User expectations and market trends evolve, so a website that worked well a year ago may not be as effective today. As users interact with the site and we get feedback, we can fine-tune the design and address any new issues that pop up. 

Regular audits help identify new opportunities for improvement and keep the product competitive and user-friendly over time. The frequency depends on how quickly the business or industry changes, but quarterly audits are a good starting point.

You’ve mentioned a lot of important aspects of design audits. Do you have any last tips that could help improve the effectiveness of the audit process?

Absolutely! One key thing that should always be part of the audit is the prioritisation of actions. When you’re auditing large products, you’ll find many issues, but of course, you can’t fix everything at once. I recommend using the Eisenhower Matrix for this - you know, the four quadrants that categorise tasks based on urgency and importance. It’s a really practical way to organise everything and make sure that the most critical problems are addressed first.

It also helps with clear documentation, which clients really appreciate. Screenshots and summaries of the issues make it easier for them to understand the findings and take action.

Once business goals are set, it’s easier to identify which issues need urgent attention to achieve those goals. Prioritisation ensures you're fixing the right things at the right time.

Thank you, Dawid, for sharing your invaluable insights on the UX audit process. You've provided a clear, detailed roadmap that can help us understand the importance of aligning audits with business goals, prioritising issues, and maintaining design consistency. Your emphasis on conducting discovery sessions to define objectives ensures that audits are targeted and effective from the start.

We hope our readers now have a clearer understanding of how a structured, iterative approach to UX audits can lead to improved user experiences and ultimately contribute to business success.

Curious to get more insights from Dawid? Explore his tips on UX enhancement and design strategies on our blog!

If you need help with the UX design for your app, don’t hesitate to contact Dawid via email at dawid.fratczak@teacode.io or connect with him on LinkedIn. He’ll be more than happy to help you achieve your design goals and guide your app towards success and growth!

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