If you’re reading this, you’re probably already aware that your product could use a UX/UI overhaul. You may have noticed declining sales, engagement, or activity, or perhaps you’ve seen competitors offering more modern and innovative experiences. Maybe the interface looks outdated or your users are facing frustrations, but you’re not sure where to start.

From my experience working with clients on UX/UI projects, the challenge often lies in identifying exactly what the problem is and figuring out where to begin. In this post, I’ll walk you through a practical guide on how to start your own product overhaul, based on what I’ve learned in the field. I’ll cover how to identify pain points, test your assumptions, and set a clear plan for moving forward.

1. Recognise the Signs: What’s Prompting the Need for Change?

Before diving into solutions, take a moment to step back and assess the situation. From what I’ve seen, there are a few common signs that usually point to the need for a UX/UI overhaul:

Declining engagement or sales: If you’re noticing a drop in user activity, it’s a red flag. Sometimes users simply struggle with the experience, and it’s impacting your bottom line. I’d recommend looking closely at things like bounce rates, time on site, or drop-off points in your user journeys to understand where users might be getting stuck or frustrated.
An outdated interface: If your product feels old and clunky, that could be a major turn-off for users. The design might not be the only issue—sometimes, it’s the functionality too. Slow load times, confusing navigation, or lack of responsiveness can all create a negative experience.
User feedback: One of the easiest ways to spot problems is by simply listening to your users. If users are complaining about the same thing, it’s time to take note. Surveys, support tickets, and product reviews are great sources for this kind of feedback. If users are saying things like, “I can’t find what I need,” or “This feature is confusing,” that’s a big clue.
Competitive pressure: It’s always helpful to compare your product to your competitors. If they’re offering a more modern, streamlined experience, your users might start noticing too. This doesn’t mean you need to copy them, but it’s a good way to highlight areas where you can innovate and improve your own product.

These issues may seem obvious in hindsight, but it’s always useful to take a moment to pause and really assess the signs. Once you’ve identified the issues, the next step is to try and unpick the root causes.

2. Start with Hypotheses: What Do You Think the Problems Are?

Now that you’ve recognised some potential issues, it’s time to put your assumptions to the test. I often find that clients aren’t sure exactly where to begin, so I recommend starting by making a few educated guesses. What do you think is causing the user experience to falter?

Common challenges I’ve encountered with clients include:

Confusing navigation or poor information architecture: If your users can’t easily find what they need, it’s no surprise that engagement drops. In my experience, this often comes down to poor navigation design or overly complex category structures. I’d suggest looking at how easy it is for users to find and access key content or features, and asking yourself if there’s room to simplify things.
Poor mobile experience: Mobile optimisation is no longer optional—it’s essential. If your users are struggling to navigate on their phones or tablets, you’re missing out on a huge part of your audience. I’d suggest testing your product’s mobile experience thoroughly to see if it’s as smooth as it should be.
Performance issues: Slow load times or glitches can leave users frustrated and ready to abandon the product. I’ve seen performance problems often get overlooked, but a sluggish app or website can drive users away quickly. Use tools like Google’s PageSpeed Insights or GTmetrix to assess the speed of your product.
Outdated design: Sometimes, the issue isn’t functionality but the aesthetic. An outdated design can make your product feel less trustworthy or less appealing. I often see clients struggle with this, but a few updates to modern design trends (like minimalism, clean lines, and fresh typography) can work wonders.

Remember, these are just hypotheses. It’s okay if they’re not entirely accurate right away. The next step is to back them up with real data.

3. Gather Data: Understand the User Experience (UX) and Identify the Gaps

In my experience, the best way to validate your assumptions is through a solid discovery phase. This is when you really dig into your product’s current state, gather data, and start to uncover what’s working and what’s not.

Here are some approaches I recommend for gathering data:

Review Analytics: Tools like Google Analytics, Mixpanel, or Amplitude can provide valuable insights into user behaviour. Look for things like:
- Drop-off points: Where are users abandoning your product or journey? This could indicate frustration with a particular feature or step.
- Slow loading times: Are there pages that are especially slow? This can directly affect engagement and user satisfaction.
- Heatmaps and session recordings: I’ve found that heatmaps (through tools like Hotjar or Crazy Egg) are great for seeing where users click, scroll, or get stuck. This can be a huge help in pinpointing confusing areas.
User Interviews & Surveys: Direct feedback from users is invaluable. I’d recommend conducting one-on-one interviews with your users, especially those who have dropped off or disengaged. In addition, surveys can give you quick insights on what users like or don’t like. Ask open-ended questions like, “What’s frustrating about using this product?” or “What would make this easier for you?”
Competitor Research: Take a close look at your competitors and assess their UX/UI. What are they doing better than you? How is their mobile experience? What features are they offering that you’re missing? This can help you identify where you’re falling behind and highlight areas to improve.
Usability Testing: If you want to get a clearer picture of how users are interacting with your product, usability testing is key. I recommend testing prototypes or beta versions of your product with real users. This helps you uncover pain points you may not have noticed otherwise.

The goal here is to build a clear picture of how your users interact with your product and where the biggest issues lie.

4. Define Clear Objectives for Your Overhaul

Once you have a solid understanding of the challenges, it’s time to set some clear objectives. This is the step where you start to prioritise what needs fixing.

Here are some typical goals I aim for when guiding clients through a UX/UI overhaul:

Increasing conversion rates: This might be your top priority, whether it’s improving sign-ups, purchases, or other key actions. Look at the areas in the user journey where users are dropping off or abandoning processes, and focus on reducing friction there.
Enhancing usability: If users are having trouble navigating or using your product, simplifying the experience should be a priority. Focus on creating clear navigation, intuitive user flows, and reducing cognitive load on the user.
Improving engagement: Keep users coming back by creating a more engaging experience. This could involve making content more accessible, adding interactive features, or introducing personalisation.
Modernising the design: If the design feels outdated, consider refreshing the visual elements to make your product feel current and appealing. Focus on modern design trends that are user-friendly and visually appealing.

Your objectives should align with both user needs and business goals, and they should be measurable so you can track your progress.

5. Formulate a Plan: What Comes Next?

Once you’ve identified your objectives, it’s time to create a plan for the next phase. Here’s what I usually recommend:

User Research: Dive deeper into your user’s needs, preferences, and pain points. Prioritise the most common issues and find out what features are essential for your audience.
Design Audit: Conduct a thorough review of your current UI and pinpoint design flaws. Look at consistency, usability, and how well your product communicates information.
Prototyping & Iteration: Start prototyping solutions to address your identified issues. Tools like Figma, Sketch, or Adobe XD are great for quickly iterating and testing new ideas.
Stakeholder Buy-In: Make sure everyone involved in the project (designers, developers, and business leaders) is aligned on the strategy and goals. This ensures that the changes you make are fully supported across the board.

6. Execute and Measure Success

Once the plan is in place, it’s time to start executing. Keep in mind that testing is key throughout the process. Here’s what I suggest:

Test, test, test: Before launching major changes, test with real users. A/B tests, usability tests, and small-scale beta launches can all provide valuable feedback.
Continuous Feedback: Keep gathering user feedback after the changes have been implemented. This helps you spot any new issues early.
Measure Success: Track the impact of your changes using analytics tools. Look for improvements in key metrics such as conversion rates, engagement, and retention.

Conclusion: Getting Started with Confidence

Starting a UX/UI overhaul doesn’t need to be overwhelming. By recognising the signs of needed change, hypothesising about potential issues, and validating those assumptions with real data, you can move forward with confidence. The key is to remain focused on your users’ needs while aligning improvements with your business goals.

If you’re ready to explore your product’s challenges and start modernising your UX/UI, get in touch to discuss how we can help with your product discovery and modernisation.