SETUP: WHAT TO COLLECT

Collect signals before judging UI: - Analytics (funnel drop-offs, time-on-task) - Session replays (where users rage-click) - Support tickets (top 10 issues) - Sales notes (top objections) - Accessibility and performance checks Then define your primary flows (3–5 max).

THE CHECKLIST (CORE AREAS)

Audit these areas systematically: - Information architecture: navigation clarity, labels, findability - Content: value proposition, clarity, jargon, empty states - Interaction: forms, errors, states, feedback loops - Visual hierarchy: contrast, spacing, primary action - Accessibility: keyboard, focus, color contrast, semantics - Trust: security signals, pricing transparency, confirmations Write every issue as: “User tries to X, but Y happens, causing Z.”

SCORING & PRIORITIZATION

A simple scoring model: - Impact (1–5): how much it blocks goals - Frequency (1–5): how often it occurs - Effort (1–5): design + dev cost Priority score = (Impact × Frequency) / Effort This keeps the roadmap rational, and helps stakeholders accept “boring fixes” that create big gains.

TURN FINDINGS INTO A ROADMAP

Deliverables that work: - One-page executive summary (top 5 problems) - A table of issues with screenshots and scores - Recommendations grouped by flow - A 2–6 week plan with measurable outcomes Avoid 80-page PDFs nobody reads. Make it shippable.