Example
A long checkout form with 15 fields delivers poor UX; reducing it to 5 fields with inline validation improves completion rates significantly.
88% of online consumers are less likely to return to a website after a bad user experience, according to Sweor research — making UX quality directly tied to retention, repeat traffic, and lifetime customer value.
What it applies to
Every aspect of how a user interacts with a website — from the first impression of the homepage to the final step of a form submission. UX is not a single deliverable; it is an ongoing discipline of research, design, testing, and iteration.
The UX design process
- Research: Interview existing customers, review session recordings, analyse support tickets, and survey churned users to understand what is working and what is frustrating.
- Define: Create personas representing key user types. Map the current user journey to identify pain points and gaps.
- Design: Sketch user flows, create wireframes for key page layouts, and prototype the most critical interactions.
- Test: Run moderated usability tests with 5–8 representative users. Observe them completing tasks with the prototype. Note where they struggle without helping.
- Implement: Brief the design and development team using annotated wireframes and prototype links.
- Measure: After launch, track task completion rates, bounce rates, time on task, and conversion rates. Feed findings into the next iteration.
Quick UX improvements with immediate impact
- Reduce the number of clicks to reach the primary conversion action
- Add progress indicators to multi-step forms
- Use plain language — replace jargon with words real users use
- Ensure every error message tells the user how to fix the problem
%20(1).png)