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Whether you are a small business or a fortune 500 company, it’s imperative to evaluate your website or digital product objectively from a user experience perspective. This can help reveal which parts are user friendly, and which are falling short.

So, what do we mean when we say UX evaluation? A user experience (UX) evaluation is when an expert in the field uses their knowledge and experience based on best practices to spot problems and provide recommendations that improve how a website or product works for the customer. UX can play a big hand in low conversion rates, high bounce rates and the inability of users to achieve their goals. If possible, we recommend that you do a UX evaluation early in the creation of any digital asset to catch big issues before the site is built and launched.

At DefinedLogic, we have put together evaluation criteria that we use to gauge visuals, interactions, content, efficiency of use, and consistency/standards. As I stated above, user experience architects can use a few methods to conduct these evaluations. At DefinedLogic, we often reference Jakob Nielsen’s heuristic evaluations and Persuasion, Emotion and Trust (PET) Analysis with scoring, as well as competitive analysis.

Heuristic evaluations allow us to find defects with the user interface of an application or design [Nielsen and Mack, 1994]. This evaluation goes hand in hand with trust scores, which looks at five sets of criteria to scale a website or product. The five criteria are:


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Continuous Usability

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Information Structure & Navigation

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We use our professional expert opinion to assign these scores and to give an explanation as to why the score was received for that section or subsection. These evaluations may look different and be handled in different ways, depending on client needs.

As an example, the last UX evaluation I performed for a client did not use PET score or even follow the heuristic evaluation 100%. That being said, I still referenced the criteria to complete the modified UX evaluation. In this case, instead of evaluating an entire website, I focused on a specific page that the client identified. This page was also chosen based on an analytics report DefinedLogic ran to identify pages with low conversions and high bounce rates.


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I reviewed the page from a user experience perspective and completed a high-level evaluation of the page. I then compiled a list of recommendations aimed at reducing bounce rate and increasing user engagement within the experience. I looked at several different things including forms, content and page hierarchy, consistency, social media presence and tagging. It is also important to review the experience on multiple devices and glass sizes in order to cover all users.



In addition to the above methods, competitive analysis also can be an effective part of the overall UX evaluation to identify and compare different approaches within the same industry context. It is important to complete this analysis so that you can fully understand what your customers are experiencing in the marketplace.

The exact approach that is right for you will depend on your specific requirements, but a UX evaluation is always the first step you should take in making updates to any website or system. This will give you valid information on what is working on your site and what is not.


Once a UX evaluation is complete, the appropriate next steps would be to define the product vision and solution the product based on that vision. We recommend starting with a Product JumpStart project for your website or application.

For more information, schedule a quick intro call with one of our experts.


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