How to Audit Your Projects like UX experts at Google and Netflix

Learn how to audit your latest UX project just like the proffesionals

Google ranks as the #1 website on the internet, even with China and similar countries outright shutting off access for 1.3 billion people.

You might type in the word Google every time you open a web browser. Landing on a well-executed search engine is essential to find valuable information.

But what makes Google better or different from countless similar services? Google is not the first, unique, or wildly better service compared to Yahoo and others.

Yahoo, Bing, and Baidu hardly come close to Google.

The answer to the question hides in User Experience (UX), and a good UX audit is how you conclude that a simple page with a search bar is more appealing than the media-frenzy shoved down your screen.

Image for post
Annotated with Good Annotations

Established and praised institutions are not spare of delivering questionable UX for their audience. The faculty of art at the University of Yale offers another good example of why good UX is essential for developing awesome services.

Image for post
Captured with Good Annotations

Yes, the official website for Yale’s art department is a mess. If you don’t believe us, here’s the proof. Yahoo and Yale are two opposites of questionable UX design, and both institutions are rapidly losing their footing in the world.

Good UX design lies at the intersection of art and usability.

If your service tips too far to either side, you might get either Yahoo with the overwhelming number of features or Yale’s page with too many colors and unreadable elements.

Every company, product, and service is creating stuff for other people.

Let’s take a closer look at how big-shot professionals at Google, Netflix, and the largest tech startups approach UX design.

Andrew Doherty is Google’s UX designer with an honest process.

Google receives over 60,000 job applications every week, which amounts to slightly over 2 million a year. Experienced UX professionals have ~0,25% of landing a job with Google in the UX departments.

Andrew Doherty is one of the lucky UX researchers at Google. He documents his application process and honestly speaks about how UX research helps stuff beyond just scoring the job with Google. His process when comes down to 4 UX steps.

  • Research. Brainstorm ideas. Discuss them with the team. Take screenshots (The Chrome extension will help you stay productive). Annotate interesting ideas, and share them with the rest of the team.
  • Document. Keep good ideas on hand at all times. Your account at Good Annotations will help you save the best ideas in the cloud. Organize potential breadmakers in the library on your account. And pick your work up at any time.
  • Design. If you work at Google, you can just shoot your ideas to the graphics and web design teams on another floor. You’re getting the best talent out there. However, if you’re not working at Google, you might think of hiring a freelancer or trying out some of the easily adjustable templates on the internet.
  • Deliver. Hit the ground running. Send your designs out into the world and measure real user engagement. Report back. Collect more data and iterate, iterate, and iterate until your service is #1 on the market.

Andrew’s process is simple, but most people don’t approach UX this way. You can learn from the best and stay ahead of the curve.

However, other UX ideas can offer a perfect way to innovate and audit your designs before you build them at scale.

Image for post
Source: Youtube

Navin Iyengar, the Netflix Product Designer, loves A/B testing.

Netflix is unquestionably one of the most successful streaming platforms on the planet.

Same as Google, Netflix doesn’t offer anything revolutionary.

Some say the “Gym membership” model applied to movie rentals changed the game for Netflix; others say that was all a myth and that the subscription model was just a desperate decision in the midst of total failure.

However you put it, it doesn’t really matter. You can call it theatrics — a form of entertainment.

Netflix offers the same service as Blockbuster once did, and countless movie rental shops of the past century.

Netflix is only better at one thing.

Yes, you’ve guessed it. Netflix has a killer UX system.

Netflix also knows its customers better than they know themselves. When Navin Lyengar talks about designing Netflix landing pages, he often mentioned the process of using scientific proof with A/B testing.

How very left-brain sided for such a visual UX.

You can’t find the product catalog on Netflix’s landing page.

Image for post
Captured and analyzed with Good Annotations

Product designers at Netflix tested a series of landing pages to create a perfect UX to welcome more users to the website. Here’s how the process roughly looks like:

  • Brainstorm a series of hypotheses. What do you think is good? What could propel the engagement? What would bring people to pay for the service? The hypothesis is your idea of how stuff might benefit your audience.
  • Behavioral experiment. Nothing is more useful for innovation than testing out your ideas in the open market. Navin Iyengar discovered that most people would like to browse the move catalog before signing-up for service. And Netflix put out a few different websites testing out the proposition.
  • Proof of concept. The data from the focus group wasn't as revolutionary as the proof that came from A/B testing. More users signed up and stayed with Netflix after landing on a website that had no option to browse the catalog, which is completely insane from the pre-Netflix perspective.

You can go out and find focus groups and ask them a series of questions, and the answers might cause more confusion. Most people don’t act the way they think they do.

Good UX audit can help you build the next Netflix, Google, or Airbnb.

Image for post
Source: Youtube / Analyzed with Good Annotations

Good Annotation is the perfect tool for UX feedback

Do you have the right toolbox to build amazing apps tailored to your user needs?

Every professional need a toolbox. Your tools will get half the job done for you. Sign up for a free account with Good Annotations. Create UX research and provide feedback for new and upcoming services. Take screenshots, check alignments, design elements, and deliver your review of the user experience.

Try Good Annotations today, and audit your ideas before you build them at scale.


Audit UX Now

Related Tools