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The purpose of design is to facilitate interaction. This interaction comes in all shapes and sizes. It can range from a purchase on an E-commerce website, a download on a content sharing application or a seamless money transfer via a banking app. Each interaction fulfils some inherent need in a user’s life, and by extension, validates the existence of a product or service in today’s digital diaspora.

While there are many intuitive metrics to validate when successful design wins over users, it’s not very easy to figure out where design fails. Inconsistencies in website design can lead to differential messaging across pages of the site. This may seem to be an isolated insignificant occurrence, but over time these divergences add up and send confusing signals to users. Confused users do not ultimately convert or form a long-lasting relationships with the brand.

How do we go about solving it: Enter Design Audit

Design consistency influences the customer experience deeply. It ensures that your customers and your potential customers receive the same message at any given touch point. A Design Audit is a crucial part of the design evaluation and structuring process. Think of it as a product check-up. It’s performed to make sure that the product is expressing itself consistently across all channels.

You might be thinking, “Do I really need an audit? Will customers even notice changes in small design elements?” The startling truth is ‘Yes!’. A design audit can help identify design bottlenecks and suggest alternate UI manoeuvres to ease interaction and/or reduce steps to conversion. A design audit also helps gauge if the functionality of the website or app is in tandem with the growth of the organisation. Simply put, companies grow and capabilities expand. So while a certain design strategy might get the job done at a certain stage of growth, it may not be the case as the organisation matures

Introducing Nookly

Save Hundreds of Hours on Design Audits with Nookly. Including 180+ criteria (and growing!) — across usability, performance, SEO, accessibility, growth & visual design.