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Scenario: X company (choose from the list) has come to you because they know they are losing people that come to their website to buy. They’ve read reviews about their customers’ experience while shopping on their site and it’s not the best. The agency that manages their paid ads has commented that their conversion rate is low and they need to fix the website experience. Their website is older and has not been updated in a few years. The CMO of the company has decided to engage you in a contract to audit their UX and website design.
For this UX and Design audit, he looked for your guidance on both tactical (technical UX) and strategic (human UX) help for their website. This contract is only for the evaluation of their website and not their other platforms or social media. Once your audit is complete he will hire a tech team and designer to fix the issues or design flow you’ve outlined in your audit.
Think About
What are the company’s business goals?
What’s the key user goal?
What actions do I want users to perform on my website?
What are the top brand values that I want to communicate to website visitors?
Where am I losing customers on my site?
Why would someone on my site not complete a transaction?
Who are my top competitors? Look and evaluate what they are doing
***Make sure you read: Chapter 16: Effective design, eCommerce, and user experience (UX) from our book.
Choose a Company From Our List in the Resource Module
The Goal of This Project: To evaluate the company’s website for customer usability. To write up what you think they could be doing better on their website improves the customer’s website journey and user experience. If the customer enjoys their experience and doesn’t have too many barriers to purchase, the odds are higher that they will buy the product. Make sure to search online and read up on UX mistakes that websites do to help you find issues for your chosen company. It also helps to look at their competitors to see what they’re doing right on their website to then apply to your chosen company.
Note: Make sure your list of issues are all district issues and not extensions of each other. Example: If an audit lists “loads slowly”, that’s one issue. Don’t break it out into 3 issues. It’s a free-standing issue.
Note: You can use the same company for your Design & UX Audit as your SEO or SEM audit. Just tweak or re-write the scenario part of your overview to fit the scenario of

this Design & UX audit.
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Your Audit will consist of:
Company Logo
Name of Company
Website URL
Audit Title
Name of Contractor (Student)
Overview (scenario rewrite (your words, not mine) and small description of the company)
Assessment (high-level overall option/observation of their website UX and Design, also point out what they are doing right)
UX and Design Audit (5 or more issues, make sure they are each their own issue)
Recommendations (what do you think they should do to increase and improve their UX and design on their website. What do you recommend they do.)
Sources & Tools Used
Format Doc Template: Click to the next page OR look in the Resource Module OR look in this week’s module
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Assignment Instructions
This is an individual project NOT a group project.
900 Word Count minimum.
Two full pages written, one additional page to list sources & tools used.
Audience: Written and formatted to be presented to a company, employ professional formatting and tone.
Presentation style can be paragraphs or bullet points. However, you feel best to present and convey the information needed for your client.
No images in the audit (other than the client’s logo used 1 time), use written words.
You’re not expected to use a particular writing style guide like APA, as that formatting is rarely used in the business world. Do cite your sources, it should be clear, consistent, and professional.
Arial or Times New Roman, font size of 11-point & single-spaced.
Use the file-naming format of “LastnameFirstnameAssignmentname.doc”
Save as a Microsoft Word Doc.
All writing should be in your own words, don’t plagiarize.
Think About
What are the company’s business goals?
What’s the key user goal?
What actions do I want users to perform on my website?
What are the top brand values that I want to communicate to website visitors?
Who are my top competitors? Look and evaluate what they are doing
___________
Resources
Class Book: Digital Marketing Strategy: An Integrated Approach to Online Marketing
Chapter 16: Effective design, eCommerce, and user experience (UX)
Decent Checklist: https://revelry.co/resources/design/ux-checklist/ (Links to an external site.)
Google Search: There are tons of UX & Design articles, checklists, tips, and suggestions online.
Tools: Use tools from past assignments when appropriate.
You can go above the word count, but only by 100-200 words. You can use as many resources as needed.