The Importance of an Ongoing UX Strategy

A user experience (UX) designer’s job is never done. Once a design is implemented and launched, it is now time for the ongoing testing and analysis. The goal is to prove success over and over again from constant testing, tracking and data analysis.

The successful launch of a finely tuned and tracked site is never the end – the internet is constantly evolving and so should your website. As technologies and best practices change, it is important to have an ongoing UX strategy for your site post launch.

Here are a few of the key elements we think about once we launch or onboard a site:

  • Identifying poor user experiences – any barriers or pages where users are getting confused
  • Measuring current performance by setting up event tracking on objects like buttons, landing pages and form fills.
  • Enhancing layout, content, and calls to action and testing these changes through A/B and multivariate testing
  • Testing new content and style changes through A/B testing
  • Analyzing findings against the prior performance and continuing to tweak and experience as necessary
  • And repeat

At Hall we believe that a post launch strategy is essential to the continued success of your site’s goals. There are many elements that can be used in your UX strategy – data analytics, event tracking, user session recording, A/B testing, just to name a few.

It’s important to remember that this data is not only relevant to UX designers. Website designers and data analysts haven’t always worked side by side in the past, but as UX evolves so does the internal design process. There are complex structures and methodologies that drive the user experience and we find that a whole team approach is the best way to answer difficult questions. Data analysts, who have a strong working knowledge of these complexities, working together with UX designers and developers makes for a very strong ongoing UX strategy.