User Experience Audit
URLgenius

Duration: June/July 2024
Project type: Contract

I was contracted to complete a comprehensive UX audit of the customer on-boarding journey for URL Genius, an app linking platform.

Objectives

  • Evaluate the onboarding/new user journey for URL Genius.

  • Identify pain points, bottlenecks, and areas of improvement in the user journey.

  • Assess the accessibility and inclusivity of the user journey.

  • Provide actionable recommendations to enhance UX, increase user engagement, and retention.

Methodology

  • Review existing user research, user feedback, personas, and/or workflow diagrams provided by URL Genius.

  • Conduct stakeholder interviews to understand business goals, target audience, and key performance indicators.

  • Heuristic Evaluation: Evaluate URL Genius against established usability principles and heuristics to identify design flaws and areas for improvement.

  • Analytics Review: Analyze user data and behavior metrics to pinpoint common pain points and areas of user drop-off.

Deliverables

  • UX Audit Report: A comprehensive document outlining findings, recommendations, and actionable insights derived from the evaluation process.

  • Accessibility Compliance Report: Documentation of accessibility issues and recommendations for remediation.

Check out the full presentation or review the summary below

To make the audit easy to consume, I separated it audit into four sections.

Initial onboarding

Home page review

Blog review

Accessibility review

Recommendations

  1. Initial onboarding review

  2. Home page review

  3. Blog review

  4. Accessibility review

  5. Recommendations

I started by introducing the persona I would use as a lens for the onboarding review. I then went through the onboarding process, noting my observations and pain points and compared URLgenius’ onboarding workflows to their top competitors.

My initial reaction to the home page was “confusion.” As a new user I did not understand what the product was or how to start the app-linking process. It was clear that the user was missing clear direction on what to do.

The blog was overwhelming to navigate because there was no ability to filter, sort, or search for specific content. I was able to compare URLgenius’ blog to their top 5 competitors to understand the feature parody between the apps.

The color contrast for nearly every on screen element, including core brand colors failed to meet AA rating. I reviewed their brand guidelines and noticed that a light weight font was used frequently across the site. Light weight fonts are notoriously hard to read and suggested options to increase the readability of the site.

I compiled all of my research, notes, screenshots, and findings into a 39 slide .PDF with an recommendations spreadsheet organized by category.