Process & Findings

In hindsight, the thorough approach would have been to find a recognised audit template to work through and identify issues. However, in this case, I simply followed my instinct to uncover UX issues and inconsistencies, based on my knowledge of design fundamentals. I methodically worked through each page assessing aspects such as hierarchy, readability, recognition and accessibility.

Typography

One of the standout problems that the website had was with its inconsistence use of typography.

What were the problems?

• Hierarchy - on several pages, the visual hierarchy was being severely undermined by the range of font sizes and colours. Hierarchy is key to guiding the user through the page, highlighting important messages and buttons.

• Readability - in some cases, readability was reduced by the use of uppercase styles and unusual letter spacing.

• Branding - from a branding perspective, maintaining consistent use of typeface for product names is important and was not being followed.

• Recognition - a key tenet in usability is recognition, and text links have an accepted standard appearance - coloured blue and underlined - which was not being followed. This can interrupt a user’s flow if they do not recognise the text as a link.

Homepage top section before

In the examples above, you can see that by increasing contrast and adjusting font sizes, the pages have become significantly clearer to read, as well as having a better balance and hierarchy.

For the landing page, the decision was also taken to move the USP icons below the products. This was so that the primary desired action for the page - viewing the product - was seen by the user earlier, particularly on mobile.

✅ Since implementing this, CTR from the homepage to the Weather Clock landing page has increased 22%.

The text links in the second example are also much more recognisable than before, but numbers are currently too low to measure an effect.