UX Guidebook for Analytics Company


An analytics company (That will rename nameless due to contractual obligations) was interested in developing a guidebook to identify the typical user types and to provide more qualitative design recommendations to their clients. The team conducted market research and peer review to identify user types, user journeys, and evaluate UI design examples. The audit would detail the best and worst user experience practices for web and mobile platforms.


The team identified UI/UX concerns affecting common user types for specific types of sites and their relevant user tasks. We followed the user journeys arriving on the homepage for that specific site type. From the research, we created checklists for best practices for the following site types and common web features:

Site Types


Fast Food


Lead Generation

Site Features




Account Registration


Examples of web/mobile homepages of different site types

Airtable workspace used for research

The research was compiled and organized in Airtable. Each filed had detailed information regarding different site types, workflows, page screenshots, and observation notes.


The research conducted was then analyzed and used to develop a 60+ page PDF guidebook that contained UX heuristics to complement site audits for their clients. Identifying areas of opportunities in common user flows will help clients understand the factors that impact their user’s digital experience. The company requested that the guidebook being in a checklist format so they could reference it during their client recommendations.