UX Heuristics_ Scoring Matrix.xlsx

	B	C	D	E	F	G	H	I	J
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2	Scoring Key: 0 = No, there is no evidence that the website meets with this guideline 1 = Yes, there is some evidence that the website meets with the guideline 2 = Yes, there is strong evidence that the website meets with this guideline / exceeds expectations Where relevant please add notes / explanation / links to screenshots / URLs etc. to support discussion and reporting.
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6	Clarity	Team member 1	Notes	Team Member 1 %	Team member 2	Notes	Team member 3	Notes	Avg. Score
7	Where am I? What is this page about? What can I do here?								0
8	Can I understand what the product / service is, and how it works (in a reasonable amount of time)?								0
9	Are there supporting images and/or videos that help me understand the product or service? E.g. diagrams, graphs, flow charts and other visuals in preference to wordy blocks of text?								0
10	Are all important associated pieces of information clear (pricing, shipping info, warranty, return policy etc)?								0
11	Is it clear what I have to do next? Is there a clear primary Call-to-Action? Does it stand out visually?								0
12	Is there strong visual hierarchy in place, including clear visual contrast between elements?								0
13	If there’s information below the fold, is it clear that you should scroll?								0
14	Is the body copy font size large enough for easy reading? In most cases the optimal size is 16px, but that depends on the font.								0
15	Is the page / site is free from complicated language and jargon that the user may not understand?								0
16	Is the information architecture and wording clear?								0
17	Pages are quick to scan, with ample headings and subheadings and short paragraphs?								0
18	Is it clear what range of pricing is offered (low/mid/high)?								0
19	Is it easy to compare options? Does the site help users overcoming paradox of choice?								0
20	Is there sufficient informaiton about the product, e.g. technical specs, dimensions, materials.								0
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22	Total Clarity Score			0.00%					0
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24	Relevance	Team member 1	Notes		Team member 2	Notes	Team member 3	Notes	Avg. Score
25	If the user came from an external site (Google search, PPC, referral etc), will the user recognize that it’s a continuation of their journey?								0
26	Does the headline match the page content?								0
27	Are the images relevant to the content?								0
28	Is information related to the main call to action?								0
29	Are there secondary calls to action to learn more about the product in the key funnels?								0
30	Is it clear what people are getting when they click a button / fill a form?								0
31	Page is free from elements that are not directly contributing to visitors taking desired action?								0
32	Are less important things also less important design wise?								0
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34	Total Relevance Score			0.00%					0
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36	Value	Team member 1	Notes		Team member 2	Notes	Team member 3	Notes	Avg. Score
37	Does the page / site communicate a Value Proposition?								0
38	Is the Value proposition clear and easy to understand								0
39	Is it clear how the offering is beneficial to me?								0
40	Is there a clear, benefit-driven offer?								0
41	Are features translated into benefits?								0
42	Is there sufficient product information to support decision making?								0
43	Is it clear what people are getting for their money?								0
44	There are clear reasons why the user should choose the product / brand								0
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46	Total Value Score			0.00%					0
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48	Friction	Team member 1	Notes		Team member 2	Notes	Team member 3	Notes	Avg. Score
49	Any logical breaks that stop the eye flow? (Scroll stoppers )								0
50	The site can be used without scrolling horizontally?								0
51	The site is free from low contrast issues between text and background colours causing poor readability.								0
52	Things that are clickable (like buttons) are obviously pressable (Hypertext links are easy to identify without needing to 'minesweep' )								0
53	Items that aren't clickable do not have characteristics that suggest that they are								0
54	Does the site use chunking / tunneling for complex / difficult tasks? (E.g. easy questions first)								0
55	Are the processes short and uncomplicated? (Do multi step processes feature only necessary steps?)								0
56	Is only essential information asked for?								0
57	Does the site answer typical questions/objections on transactional pages?								0
58	The site carries out field-level checking and form-level checking at the appropriate time on deata entry screens								0
59	Are forms designed for simplicity								0
60	Error messages contain clear instructions on what to do next								0
61	Is there an explanation why information is needed?								0
62	Error messages are written in a non-derisory tone and do not blame the user for the error								0
63	There are no blinking banners or automatic sliders								0
64	Everything on the page is essential? (There is nothing on the page that could be removed without compromising performance?)								0
65	There is no copy that is not about the specific action we want people to take?								0
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67	Total Friction Score			0.00%					0
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69	Motivation	Team member 1	Notes		Team member 2	Notes	Team member 3	Notes	Avg. Score
70	Is there some sort of believable urgency?								0
71	Are any motivators used?								0
72	Is the copy persuasive?								0
73	Does the site create a fun user experience? (Gamification?)								0
74	Is there a clear reason to take action right here and right now?								0
75	Are free gifts /coupons / elements of reciprocity used?								0
76	Is a free try out possible?								0
77	Does the page use tactics of consistency & commitment								0
78	Positive UX / interaction (e.g. inline instant validation, cheering)								0
79	Button labels and link labels start with action words								0
80	Is stock availability utilised (e.g. only 3 left in stock)								0
81	Does the page include offer expiration dates								0
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83	Total Motivation Score			0.00%					0
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