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From Insights to Action: Leveraging Usability Testing for Continuous Improvement

Usability testing is a continuous process at Applecart, ensuring our platform evolves based on real user needs. By leveraging Figma prototypes, user interviews, and Maze.co surveys, we identify usability pain points, validate design decisions, and refine workflows for maximum efficiency. This structured approach helps us create a more intuitive, data-driven, and user-focused experience, enhancing productivity and reducing friction across the platform.

Finding
January 23, 2025

Key UX Insights from Our Audience Management Workflow Testing

Our Maze.co usability test revealed that while the Audience Management workflow is generally logical (7.3/10 rating), key areas like approval, activation, and draft creation have usability challenges. The Review & Approval process had a 50% drop-off rate, and misclick rates were high (27-45%), indicating friction in navigation. To improve the experience, we plan to streamline workflows, enhance visual clarity, and introduce better affordances for smoother interactions.

Finding
January 23, 2025

Evaluating UX Performance: Insights from the ABBA System Usability Study

The ABBA System Usability Study (Q2 2024) revealed key UX challenges, with a System Usability Score (SUS) of 59 (Marginal). Users reported navigation complexity, slow system response times, and difficulties managing decision-maker data as major pain points, while structured information and data visualization tools were highly valued. To enhance usability, we are prioritizing streamlined navigation, improved error handling, performance optimizations, and tailored user role functionality to create a more efficient and intuitive platform experience.