User Experience (UX) refers to how people interact with your website—from how easily they find information to how enjoyable and accessible the experience is. Good UX ensures your site is intuitive, inclusive, and aligned with user needs. This guide is designed to help UW web editors, developers, and communicators who are new to UX formulate a UX strategy that can be impleted with limited budget and resources.
Start with your users: research and discovery
- Talk to real users: Use surveys, interviews, or informal conversations to understand their goals and frustrations.
- Observe behavior: Use analytics tools like Google Analytics or heat-maps tools like Microsoft Clarity to see how users navigate your site.
- Card sorting: Helps you understand how users expect content to be grouped.
- Accessibility audits: Use tools like DubBot or WAVE to identify barriers.
Seek feedback early and often
- Start small: Ask colleagues or students to test your site.
- Use prototypes: Even sketches or wireframes can be tested.
- Iterate: Feedback should inform changes throughout the project lifecycle.
Personas and user journeys
- Personas: Create fictional profiles that represent your key audiences. Include goals, frustrations, and behaviors.
- User journeys: Map out the steps users take to complete tasks. Identify pain points and opportunities for improvement.
Navigation and information architecture
- Keep it simple: Use clear, consistent labels.
- Limit choices: Too many options can overwhelm users.
- Test structure: Use tree testing or card sorting to validate your navigation.
Content strategy and UX go hand-in-hand
- Write for your audience: Use plain language and active voice.
- Be purposeful: Every page should have a clear goal.
- Maintain consistency: Use templates and style guides.
Design for consistency and clarity
- Use a design system: Stick to a consistent set of colors, fonts, and components.
- Visual hierarchy: Guide users with headings, spacing, and contrast.
- Responsive design: Ensure your site works on all screen sizes.
Accessibility is not optional
- Follow WCAG 2.1 AA guidelines: Ensure color contrast, keyboard navigation, and screen reader compatibility.
- Use semantic HTML: Helps assistive technologies interpret your content.
- Test with real users: Especially those using assistive tech.
Mobile-first thinking
- Design for small screens first: Prioritize essential content and actions.
- Touch-friendly: Buttons and links should be easy to tap.
- Test on real devices: Emulators can miss real-world issues.
Test, measure, improve
- A/B testing: Try different versions of a page to see what works best.
- Analytics: Track bounce rates, time on page, and conversions.
- Continuous improvement: UX is never “done”—keep refining.
- Iteration: after launch, continue to test and refine.