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How do you prioritize the most important UX issues in an expert review?

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An expert review is a quick and cost-effective way to evaluate the usability and effectiveness of a product or service. It involves a UX professional applying their knowledge and experience to identify and rate the UX issues based on established criteria and best practices. However, not all UX issues are equally important or urgent, and you need to prioritize them to communicate the most critical ones to the stakeholders and developers. How do you prioritize the most important UX issues in an expert review? Here are some tips and tricks to help you.

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Federico Francioni

Head of Digital Ecosystem @Meta | Previously Digital Strategist @Microsoft & @PwC

1 Use a rating scale

One of the most common and simple methods to prioritize UX issues is to use a rating scale that assigns a numerical value to each issue based on its severity, frequency, and impact. For example, you can use a 1-5 scale, where 1 is the lowest and 5 is the highest, and multiply the three factors to get a final score. The higher the score, the more important the issue is. You can also use a color-coded system, such as red, yellow, and green, to indicate the priority level of each issue.

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Federico Francioni

Head of Digital Ecosystem @Meta | Previously Digital Strategist @Microsoft & @PwC
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To better clarify the three dimensions: - Severity should be a measure of how the UX deteriorates due to the issue - Impact should be the scale of the issue, for example how many users are impacted by the issue - Frequency should capture wether is an issue that happens all the times or only in specific scenarios

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2 Consider the user goals and tasks

Another way to prioritize UX issues is to consider how they affect the user goals and tasks. You need to understand what the users want to achieve with the product or service, and what steps they need to take to complete their tasks. Then, you can rank the UX issues based on how much they hinder or help the users in reaching their goals and completing their tasks. For example, a UX issue that prevents the user from completing a core task is more important than a UX issue that affects a secondary or optional task.

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3 Align with the business objectives and strategy

A third way to prioritize UX issues is to align them with the business objectives and strategy. You need to know what the stakeholders and developers want to achieve with the product or service, and what resources and constraints they have. Then, you can rank the UX issues based on how much they support or undermine the business goals and vision. For example, a UX issue that affects the conversion rate or the retention rate is more important than a UX issue that affects the aesthetics or the branding.

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4 Validate with user feedback and data

A fourth way to prioritize UX issues is to validate them with user feedback and data. You need to gather evidence from the users to confirm or refute your assumptions and findings from the expert review. You can use various methods, such as surveys, interviews, usability tests, analytics, or user reviews, to collect user feedback and data. Then, you can rank the UX issues based on how much they match or differ from the user expectations and preferences. For example, a UX issue that causes user frustration or dissatisfaction is more important than a UX issue that causes minor inconvenience or confusion.

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5 Balance the effort and value

A fifth way to prioritize UX issues is to balance the effort and value. You need to estimate how much time, money, and effort it would take to fix each issue, and how much value it would add to the user experience and the business outcome. Then, you can rank the UX issues based on the cost-benefit ratio. For example, a UX issue that requires a low effort but delivers a high value is more important than a UX issue that requires a high effort but delivers a low value.

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Federico Francioni

Head of Digital Ecosystem @Meta | Previously Digital Strategist @Microsoft & @PwC
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Consider grouping similar issues that are similar in nature. This can help you identify broader patterns and prioritize issues that are affecting a larger number of users, or to "fix" a specific stage of the overall experience.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you prioritize the most important UX issues in an expert review?

1

2

3

4

5

6

1 Use a rating scale

2 Consider the user goals and tasks

3 Align with the business objectives and strategy

4 Validate with user feedback and data

5 Balance the effort and value

6 Here’s what else to consider

User Experience

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How do you prioritize the most important UX issues in an expert review?

1

2

3

4

5

6

1 Use a rating scale

2 Consider the user goals and tasks

3 Align with the business objectives and strategy

4 Validate with user feedback and data

5 Balance the effort and value

6 Here’s what else to consider

User Experience

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