We ran two parallel research tracks: a UX IQ audit and customer interviews.
The audit scored 100 markers across 10 categories, including Findable, Credible, Functional, Efficient, Aesthetic, Accessible, and Usable. Grounded in Nielsen Norman Group heuristics, it benchmarked core pages against products such as Monday.com, Atlassian, MailChimp, and Wayfair, so the client could see both what was broken and what “good” looked like.
In parallel, we interviewed eight daily users across engineering, environmental science, land development, and sustainability. Each 30- to 45-minute session explored their current experience, feature feedback, support needs, barriers, personalization, and future vision.
Together, the audit and interviews turned scores into a clearer story. The lowest-scoring marker, “interface elements offer affordances,” earned 1 out of 5. A user explained the impact: on a laptop, “you cannot see everything you need to see unless you zoom out to like 70 or 80 percent.” The score showed where to focus; the quote showed why it mattered.
A competitive review then showed the platform matched or exceeded two direct competitors on nearly every functional dimension, reframing the issue from “we’re behind on features” to “we have the functionality, but we’re losing on experience.”
Finally, I translated navigation complaints, duplicate labels, inconsistent hierarchy, and pop-up-obstructed menus into a full site map across all eight top-level areas. Restructuring the information architecture—not just the visual layer—became the biggest lever for improving Findable and Usable scores.