Project Overview
Client: Xero
Project Type: UX Audit
Platform: Desktop & Mobile
Role: Lead UX/UI Designer
Tools Used: Figma, Hotjar, Google Analytics
Challenge
Conduct a UX audit of Xero’s Australian small business invoicing pages to identify opportunities to improve conversion.
The goal was to create a cohesive and intuitive digital experience that clearly communicated the benefits of the product – while inspiring trust, increasing engagement, and ultimately driving more sign-ups.
Methodology
Heuristic Evaluation
Began with a heuristic audit using Nielsen’s 10 usability principles to assess UX compliance. This provided quick, cost-effective insights into usability issues and areas impacting conversion, guided by established best practices and design standards.
Competitor Analysis
Reviewed key competitor websites to benchmark usability, content strategy, and conversion pathways. This helped identify gaps and opportunities to strengthen Xero’s positioning and user engagement.
Behavioural Analytics
Analysed heatmaps and session recordings to observe how users navigate the invoicing pages. This revealed patterns in engagement, scroll depth, click behaviour, and drop-off points across key journeys.
Customer Research
Collected qualitative insights through NPS surveys, one-on-one usability testing. This uncovered users’ motivations, pain points, and emotional responses, helping to understand the psychological drivers behind their decisions.
Result
The UX audit led to a more focused and conversion-driven experience across Xero’s Australian small business invoicing pages. The final design highlighted key benefits more clearly, simplified the navigation, and improved the visual hierarchy—making it easier for users to understand value at a glance.
Key improvements included:
A clearer value proposition and supporting messaging
More prominent and accessible call-to-actions
Streamlined page structure and reduced cognitive load
Visual storytelling through customer testimonials and UI previews
Better alignment between user expectations and page content
As a result, the new experience better supports small business owners in discovering, understanding, and engaging with Xero’s invoicing tools—ultimately aiming to lift customer engagement and conversion rates.
