How To Avoid The Top 10 Business Limiting Website Customer Experience Mistakes Made By Black Lawyers and Black-Owned Law Firms #6 Using Site Wide Rather Than Page Centric UX Patterns

Lee Brookes • February 12, 2021
A classic UX mistake is to create a design pattern that is intended to improve the customer experience and help support business goals, but then apply it uniformly across the site instead of thinking how it needs to adapt based on page level use cases.

Take the example below comparing pinned headers on product pages for Ao.com and Freepeople.com. AO recognizes that the customer is now on a product page and the focus is on persuading them to add to basket, whereas Freepeople displays a generic site wide header with no contextually relevant information.

AO navigation geared to add to basket on product page. 

It’s important to consider contextual relevance in UX design, ensuring that content components are designed appropriate to the context of their use i.e. where are they being used in the user journey and what is most helpful to the customer?


STRATEGY RECOMMENDATION: Ensure you design use cases


Before applying a new UX pattern to your website, review which pages it’s applicable to and do the following


- Create a use case model for each page – how will users want to use this pattern on each page?


- Compare the use cases to your default version – does it satisfy all pages?


- Where there is a gap between the default UX and the page level requirement, adapt the design to align


- Ensure tracking is in place to measure customer behaviour and then compare performance across each page type.