A page doesn’t have experiences, you do.

Blogpost: Some times I come across people who tells me that “this page has bad UX”. What does that even mean? Pages doesn’t have feelings.

I think what they meant was that they just had a bad experience. Luckily there is a easy way to help that. But how do we attack it and what tools do we use?


A website is legitimated by a user with a goal. The first website i ever created had a counter. I went in to check it every day to see if there had been any visitors. That is the most basic form of analytics.

Today almost any professional website have advanced tracking. In some cases it’s Google Analytics, Webtrends or perhaps Mixpanel. But they all have one thing in common with my website counter: none of them actually tells anything about, why they visits the site. It only tells what sites they saw and clicked, but nothing about their intent.

You can’t figure out the goals of a visitors without asking them. You could off course make guesses based on you analytics, but what kind of a help would that be? Talking to someone who talks with the users often will help figuring out their goals. Entering the supporter.

A good supporter would already have spotted trends and patterns in the questions they get from users. That’s a really valuable and reliable source to understanding your users goals. But even supporters can’t tell you how the user navigates, or interacts with the site. Or how they feel while doing so. That is the last part of the triangle, Usability-testing. The missing link between analytics and supporters.

We can boil it down to:

  • What is the user doing? (Analytics)
  • What is the goal? (Support)
  • How easy is it to achieve the goal (Usability test)

Monitoring and observe users navigating your website to achieve their goals, combined with analytics and a good stream of information from those who talks to your visitors, are key to ensuring a continuously good experience on a website.

👋 Patrik Jensen - 2020