Experience intelligence
Jurnii
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Experience intelligence
Punt.com had rolled out a platform redesign and sought Jurnii's expertise to audit these new designs. The evaluation revealed several areas for improvements:
Usability Issues: The standalone redesigns showed a lack of consistency in UI elements, an unclear visual hierarchy in button styles, colours, text, and key actions. Missing functionality in crucial areas, such as form field guidelines and error messaging, was also identified.
Competitive Underperformance: When benchmarked against industry competitors, the redesigns performed less effectively in key user journeys, particularly for registration and purchasing flows. The designs did not align with established UX best practices, which could impact conversion rates and user satisfaction.
Website Problems: The redesign represented a significant change from the existing live site, altering the ordering and location of key site actions. Full-scale redesigns of this nature often lead to user resistance and unexpected usability issues.
Design Inconsistencies: A heuristic analysis highlighted various design inconsistencies that could slow down user engagement and conversion. Examples included cluttered designs with no clear hierarchy of colour usage, page elements, or text , and a lack of visual prioritisation for key actions. Button states were unclear, form field states lacked visual distinction , and there was inconsistent application of design styles across different flows.
Jurnii Studio provided a comprehensive audit with specific recommendations and justifications to address Punt.com's design challenges. Jurnii's approach blends instant automation (Jurnii AI) with deep CX expertise (Jurnii Studio) to unify speed and strategy.
Jurnii conducted a heuristic analysis to identify usability issues based on established principles, offering a structured approach to assessing design effectiveness. This focused on improving consistency, addressing missing site capabilities like error messaging, and identifying optimisation opportunities.
Instead of a full overhaul, Jurnii's recommendation was to pause the release of the new designs and adopt a phased, iterative approach. This strategy focuses on incremental improvements, tested and validated by user behaviour, before wider implementation.
Jurnii provided detailed analysis, categorised by severity, for specific page redesigns and A/B testing opportunities:
Critical Redesigns: Complete redesigns were recommended for registration, sign-in, and purchasing journeys due to missing functionality and design issues.
High Priority Optimisations: The audit suggested A/B testing for homepage additions, navigation, and CTA positioning to optimise content ordering and placement.
Design System Implementation: To address inconsistent UI elements and a lack of standardisation, the development of a design system was recommended. This included defining states for form fields, error messaging, colour usage, and buttons.
Jurnii's collaboration provided Punt.com with a clear roadmap to enhance their user experience and improve conversion rates. The engagement shifted the focus from a risky full-scale redesign to a data-driven, iterative process, leveraging Jurnii Studio's expertise to provide actionable insights.
Punt.com received a single report detailing issues, recommendations, justification, and severity, enabling them to make informed decisions for their platform's UX. The emphasis on A/B testing all proposed design changes provides a methodical way to validate improvements and ensure positive user engagement.
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Transform weeks of manual audits into minutes of actionable intelligence with Jurnii AI, empowering your CX, UX, and Product teams to move faster.
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