Project name
Still in development, not yet launched
Client and industry
Annette T., Sales
The problem
• Perspective loss
• Lack of cross-browser functionality
• Hours wasted trying to figure out ways to add images and visuals
Hypothesis
This client wanted feedback on her web application.
Specifically, she wanted fresh eyes looking at what she’s built. She’d been in her head about it so long she found it difficult to look at from her users’ perspective. She wondered whether she also needed UI beta testing.
I hypothesized that she needed a web app assessment at minimum.
(A web app assessment is a systematic evaluation process I use to identify bugs, friction points, flaws, and misconfigurations in a web app. I combine automated scanning with manual testing to uncover hidden problems as well as threats before users experience them or malicious actors exploit them.)
The solution
• Web app assessment
• Level 1 UI / UX beta testing
Timeline: 60 minutes
Action
I expected to be able to assess this web app, compiling my actions taken as well as any recommendations into a brief for the client’s immediate use and implementation. I also expected to engage Level 1 UI / UX beta testing.
My expectation played out in reality; notable actions taken include:
• Advised client on logo design incompatibility with site link functionality needs. Suggested she use or redesign a version without a tagline.
• Recommended client test pop-up window feature for client sign-in and sign-up for compatibility with browser pop-up blockers. (The feature didn’t operate like a traditional pop-up; still, I wanted her to ensure that pop-up blockers wouldn’t trigger, thinking that it was a traditional pop-up. If it does trigger then users won’t be able to sign in or sign up.)
• Suggested client clarify the site’s primary call to action (CTA) button copy and design. (While it could be discerned she was offering a trial opportunity of some sort, she was using nuanced language unique to the way the app works without explaining the purpose of that part of the app. I asked her if it was possible to provide this context in the preceding copy language to help clarify the opportunity for users, so they’re persuaded to dig deeper into her offer.)
• Advised client to associate chosen design elements with intention and purpose. (She had an entire section full of amazing images and visuals. So much code work went into it; however, she lost sight of what the visuals were for, so they completely blurred the statistics needed to convince prospective buyers to invest in her app.)
Overall, the app as a broad concept is coming along nicely and the site for it looks great. It remained confusing in spots for me, though. The client seemed to have sufficient information from me to proceed with another round of edits with a fresh perspective and actionable, concrete steps to take next.
With that, the assessment largely was completed.
The actual result
• Increased end user awareness
• Clarity on next steps to take to improve cross-browser functionality
• Strategies and tactics to consider when designing images and visuals with purpose
Client quote
“you [sic] gave such excellent feedback.” (Annette T., Tech Founder (solopreneur))
Insight
By the end of the assessment, the client could see how using design elements with intention makes things clearer for her end users. She particularly appreciated my suggestions regarding that matter.
But.
I couldn’t convince her that the fancy scroll feature for the site’s video added too little value to justify the app/site breakage it was causing. I quite literally couldn’t scroll through to the rest of the page for about 60 second. Anyone else would’ve left the app/site. (But for the assessment, I would have as well.) Even after the video loaded, it did so without sound. The client didn’t care—she loves that video and wants it to work…at the potential expense of losing paying customers.
I learned several things helping this client, including:
- I can consult any sole proprietor, solopreneur, or small/large company via my Web App Assessment Framework.
- The client’s AI builder tools did a great job helping her design and prototype her app, but it failed to really assist her in solving her perspective and ultimate end user challenges.
- I see why my mentor (Justin Burns) taught me the thing to say when a client digs in their heels: “I hear you. Let me walk through what I’m seeing. If we do A, here’s the tradeoff. If we do B, here’s the tradeoff. My recommendation is B because [REASON]. But you’re the client—what do you want to do?”
While I don’t specialize in SalesTech, I aim to follow up with this client if for no other reason but to see whether I can’t help her improve app functionality by encouraging her to consult a specialist from our community of AI consultants and app builders.