The hidden bonus of an upgrade: a fresh UX

When you upgrade a website, the focus usually lands on the technical side: speed, security, and flexibility. Yet it's also the ideal moment to improve the user experience (UX). In this blog, True People UX designer Else explains why UX matters just as much as technology to the success of your site.

When is it time to rethink your UX?

There are several signs that your UX is outdated or simply no longer fits your audience. Else is clear about this: "Disappointing conversion is the biggest red flag. Your data shows users dropping off, which you can see in Google Analytics, for example. That can point to several problems, like confusing navigation, unclear calls to action, or long forms that put users off. It's important to understand where the bottlenecks are, so you can make targeted improvements and get the user experience back on track."

Your audience changes as well, and so do their expectations and needs. What felt logical five years ago may now feel clunky or dated.

"An outdated site is often less appealing, and your audience may have changed. Even if you're targeting the same people, their interests and behavior shift over time."

Common pitfalls (that are easy to avoid)

A missed opportunity on many websites is that companies work from assumptions. "People often think they know what the user wants, but it's only by testing and looking at the data that you discover how users really behave," says Else.

That's why it pays to look at your site with fresh eyes. At True People, that starts with mapping out the customer journey. "We always begin with the question: what does the audience want? We look at the buyer journey across its different stages to get a clear picture of the customer journey."

One thing is essential here: content-first design.

"You first need to know what message you want to get across to your audience," Else stresses. "If you start with the design without thinking about the content, you risk creating beautiful components that don't fit what you actually want to say. The message should lead, and the design follows."

Small changes, big impact

Fortunately, you don't always need a large-scale redesign to improve your UX. In fact, small tweaks can make a world of difference.

Else gives an example:

"With forms, keep the number of fields to a minimum. Make it as easy as possible. If something doesn't work the way the user expects, or if they can't find something, that immediately leads to frustration."

Even with limited resources, you can make real progress. "A conversion optimization scan, for example, is really valuable. It shows you where users are running into problems."

Other quick wins:

• Improve your navigation so users can find their way intuitively.
• Use visual cues, such as clear buttons and progress indicators.
• Optimize for mobile, since mobile visitors likely make up a large share of your traffic.

Trends and developments in UX

More and more smart tools are available to improve UX. "AI is playing an increasingly important role here. You can use AI for audience research or to map out the customer journey," says Else.

Mobile-first design also remains an important trend, and Else stresses how important it is to approach it deliberately: "Because so many visitors come in on mobile, you need to think this through carefully. You have less space on mobile, so you have to be even sharper about what you show and how you guide the user. If you design for mobile from the start, it actually becomes easier to translate that experience to desktop."

Why UX matters in an upgrade

What does Else enjoy most about her work? "Figuring out how best to present the information the audience needs. At True People, we always think content first. That's how we design, too. Otherwise you end up building components that don't fit the content. The message comes across better when you've thought it through."

An upgrade is the perfect time to take a critical look at your UX as well, a UX upgrade of sorts. New versions of systems like Umbraco often bring extra ways to improve the user experience, such as smarter components or better integrations that can strengthen your design and content strategy. Make the most of them, and you take your entire platform to the next level.

One common misconception Else would like to clear up is that technology comes first. "I notice internally, too, that there's a lot of focus on technology. But I think UX is more important, because it's all about the audience. If they feel it doesn't work, they won't convert. UX is often treated as an afterthought, while it's actually really important, because it's what the user sees."

Finally, Else shares one golden tip:
"Don't underestimate UX! In the end, companies always want more conversions, and that's what UX is all about. Only once the message for your audience is clear can you tailor the design to it. That way, users don't get lost and find what they're looking for."