UX Audit for a growing platform

The audit revealed strong potential but also clear gaps in structure and guidance. Navigation and task placement were inconsistent, making it hard for users to stay oriented or complete their work efficiently. Key flows like creating and managing content were fragmented, and users lacked clear cues or a sense of where they were in the process.

Visually, the UI was inconsistent and missed opportunities to support the brand. The absence of onboarding, product tours, or contextual help made the experience harder to grasp, especially for new users. While the MVP already delivered value, it needed stronger UX foundations to grow with confidence.

We focused especially on Kiki’s core flows: building articles, creating campaigns, and monitoring performance; and pinpointed areas that could improve clarity and confidence. We also reviewed parts of the interface relevant to Koen, the seller persona, and noted early friction that would require attention in future iterations.

Among the low-hanging fruit were opportunities to fix navigation inconsistencies, align page layouts, implement breadcrumbs, and establish clear naming conventions. Bigger opportunities included introducing guided experiences, streamlining end-to-end flows, aligning tone and branding, and embedding in-product guidance. Ultimately, we recommended creating a unified user journey from start to finish, supported by scalable design patterns, a clearer value proposition, and enhanced visual and brand consistency.

The audit presentation and detailed report brought clarity and alignment across the team. It compiled all findings with detailed analysis and new opportunities, paired with actionable next steps, ranging from tactical improvements to strategic design directions. Beyond highlighting usability issues, it also surfaced the product’s potential and revealed the opportunity to craft a more scalable, guided, and user-centered experience.

With this shared understanding in place, the next step was natural: transition into a full design phase. We started a second collaborative project focused on creating a scalable MVP, improving the core journeys and redefining the brand to support future growth. Read more about that work in our Headline Design project case page.