UX Audit & Strategy.
Analyze and optimize existing products to maximize user engagement and conversion rates.
- 01
Heuristic evaluation report
- 02
Prioritized issue list
- 03
Quick wins to ship now
- 04
Strategy and roadmap
Fix what users actually struggle with.
Most products lose users in small moments: a confusing label, a form that asks too much, a button that is hard to find or tap. Those moments rarely show up in a roadmap, but they show up in drop-off rates.
A UX audit measures your product against established usability principles, accessibility standards and real behavior data. The result is a clear, ranked list of problems and a plan to fix them, so design effort goes where it moves engagement and conversion the most.
10 usability heuristics, applied.
Jakob Nielsen's ten heuristics are the backbone of every audit. Each screen and flow is scored against them.
Visibility of system status
Does the product always show what is happening? Loading states, progress, confirmations, and where the user is in a flow.
Match with the real world
Does the language, iconography and order follow the user's world instead of internal jargon?
User control and freedom
Can people undo, cancel, go back and exit without penalty? Clear emergency exits from every state.
Consistency and standards
Do the same words, patterns and components behave the same everywhere, and match platform conventions?
Error prevention
Are risky actions confirmed and are constraints, defaults and inline validation used to stop mistakes early?
Recognition over recall
Are options, actions and information visible or easy to retrieve, so users do not have to remember them?
Flexibility and efficiency
Do shortcuts, search, filters and saved preferences serve experienced users without hurting beginners?
Aesthetic and minimalist design
Does every element earn its place? Extra content competes with what matters and lowers focus.
Error recovery
Are error messages plain language, precise about the problem, and constructive about the fix?
Help and documentation
Is help easy to find, searchable, task focused and short, for the moments when users get stuck?
Laws of UX that shape decisions.
Behavioral principles help explain why users hesitate, miss things or leave. I use them to turn opinions into testable fixes.
Hick's Law
The more choices you present, the longer people take to decide.
Check: navigation depth, menu size, pricing options, crowded forms.Fitts's Law
Time to reach a target depends on its distance and size.
Check: primary button size, tap target spacing, thumb-friendly placement.Jakob's Law
Users spend most of their time on other products and expect yours to work the same way.
Check: unconventional patterns, unusual icons, non-standard checkout.Miller's Law
Working memory is limited, so information is easier to process in small chunks.
Check: long lists, dense tables, walls of text, unbroken forms.Doherty Threshold
Productivity rises when the system responds in under about 400 ms.
Check: response feedback, skeleton loaders, slow interactions.Von Restorff Effect
When several similar items appear, the one that differs is the one remembered.
Check: does the main call to action stand out from everything else?Aesthetic-Usability Effect
Users perceive attractive interfaces as easier to use and forgive small flaws.
Check: visual hierarchy, spacing, alignment, consistency of style.Peak-End Rule
People judge an experience by its most intense moment and its ending.
Check: confirmation screens, success states, and the worst friction point.Usable by everyone.
- Perceivable. Text contrast of at least 4.5:1 (3:1 for large text), alt text on meaningful images, captions for media.
- Operable. Everything reachable by keyboard, a visible focus state, and touch targets around 44 × 44 px.
- Understandable. Visible form labels, clear error text, predictable navigation and plain language.
- Robust. Semantic markup and sensible ARIA so screen readers and assistive tools work reliably.
Clear path to the goal.
- Value proposition. Can a new visitor say what this is and why it matters within a few seconds, above the fold?
- One primary action. Each screen has one obvious next step, with supporting actions visually quieter.
- Lean forms. Only essential fields, sensible defaults, inline validation and progress in long flows.
- Trust and speed. Social proof and clear pricing near decisions, and good Core Web Vitals: LCP under 2.5 s, INP under 200 ms, CLS under 0.1.
How the audit works.
A structured process that ends with decisions, not just observations.
- 01
Goals and context
Define business goals, key user journeys, audience and success metrics.
- 02
Data review
Study analytics, funnels, heatmaps, session recordings and support feedback to find where users struggle.
- 03
Expert evaluation
Walk each key flow against heuristics, the laws of UX and accessibility guidelines.
- 04
Prioritize
Rate every issue by severity and effort, so the highest impact fixes rise to the top.
- 05
Strategy and roadmap
Deliver recommendations, quick wins and a phased plan, then validate changes with testing.