Use this guide when you want to improve a specific user interaction. For the broader context, see our Journey Mapping Guide, and for foundational concepts and common pitfalls, explore our Touchpoint Interaction Analysis overview.
Before You Start: Clearly Define Your Goal
Start by writing down a clear, focused question you aim to answer or a problem you'd like to solve. For instance, you might ask, "Why are new students struggling with their onboarding?" This clear starting point will help guide your analysis in a practical, evidence-based way.
Step 1: Identify a Key Touchpoint
Choose the interaction you believe could significantly improve the user experience. Consider:
- Pages with high traffic or noticeable drop-offs
- Areas frequently highlighted by user complaints
- Steps in your journey map where users show strong negative emotions
Step 2: Collect Meaningful Evidence
Gather both qualitative insights and quantitative data to build a complete picture:
Direct User Testing
Run a few short usability sessions (3-5 ideally) to directly observe interactions.
- Track task completion rates and time taken
- Listen for verbal reactions and notice body language
- Discuss confusing points after the test
- Record sessions for team reviews
Analytics Data
Support your observations with relevant analytics:
- Click-through rates on critical buttons
- Form completion vs abandonment rates
- Common search terms used near the touchpoint
- Device and browser usage patterns
User Feedback
Listen to your users through:
- Help desk tickets and chat logs
- Surveys (in-page or via email)
- Social media and student forum mentions
Staff Insights
Tap into your colleagues’ expertise:
- Conduct quick stakeholder polls
- Interview frontline service desk staff
- Gather faculty feedback
- Analyze IT support tickets
Record and organize this evidence clearly to see patterns emerge.
Step 3: Understand Context and Ensure Compliance
Check the interactions surrounding your chosen touchpoint:
- Ensure consistency of wording and design
- Validate accessibility using tools like WAVE or AXE
- Confirm your analysis meets GDPR and University data policies
Step 4: Experience the Interaction Yourself
Approach this as if you're a first-time user:
- Write down every small step
- Capture what users see, read, decide, and do next
- Document how each step might make users feel
Include screenshots of anything potentially confusing.
Step 5: Identify Challenges and Opportunities
Transform your notes into actionable insights by highlighting:
- Unclear or unanswered user questions
- Hidden or conflicting calls to action
- Areas causing cognitive overload
- Technical issues or poor responsiveness
Prioritize issues based on their potential user impact.
Step 6: Share Your Insights and Define the Problem Together
Arrange a short, focused meeting with stakeholders:
- Begin by revisiting your original question
- Use brief user quotes or short video clips to illustrate points
- Present the top three identified issues
Encourage discussion to reach a shared understanding of the problem.
Step 7: Develop, Test, and Validate Solutions
Address the agreed issues thoughtfully and measure the outcomes:
Quick Wins
Prioritize easy but impactful changes:
- Improve clarity of copy
- Enhance visual prominence of key elements
- Simplify layouts to improve usability
Substantial Enhancements
For larger adjustments:
- Prototype solutions in Figma, starting with wireframes
- Conduct validation sessions, documenting feedback systematically
Measure Success Clearly
Select specific metrics tied directly to your original goal:
- Improved completion rates
- Reduced error rates
- Enhanced user feedback and satisfaction scores
Document these insights and share them with the UX team. We'll circulate them more widely to support ongoing learning and reference.
Keep the Momentum Going
Encourage ongoing improvement by:
- Scheduling a review after 30 days to assess impact
- Regularly rotating the touchpoints analyzed
- Sharing successful improvements with the UX Community to inspire others
Further Support and Resources
Remember, you’re not alone in this process. Our team is here to support you, and the resources below can provide additional guidance:
