Process
The goal of the UX audit was to understand what was working well on the current site and what usability issues and conversion-killers should be addressed in the redesign. I mapped key friction points across the user journey using a combination of Google Analytics 4, Microsoft Clarity, heuristic analysis, accessibility testing, and performance analysis.
The audit included an e-commerce funnel analysis to pinpoint where users drop off, a mobile and desktop speed test to assess performance gaps, an accessibility review to surface compliance and usability issues, and a heuristic evaluation based on established UX principles.
Outcome
We identified over 50 usability and accessibility errors and 26 potential A/B test opportunities. All findings and recommendations were documented and prioritized in a shared spreadsheet that allowed the client to filter by page, priority, and status. Each task included a direct link to its supporting slide in the audit deck, making it easy for project managers, designers and developers to reference context as they scoped out the new site.