User experience
People don’t read websites, they hunt through them. Our user experience standards check that shoppers can find what they came for, understand what they’re looking at, and move forward without a second thought.
Why it matters.
Most usability problems never show up as an error. A visitor can’t find the right category, a filter wipes their choices, a form rejects a phone number with spaces in it. They don’t complain, they just leave, and your analytics records it as a bounce.
A designer walking your site the way a customer does spots these moments quickly, because we know where people usually get stuck. That’s what these standards capture.
What our reviewers look for.
Navigation speaks your customers’ language
Menu labels match the words shoppers search with, not internal product codes or clever names.
Search forgives typos
Misspellings, plurals and synonyms still return useful results, and “no results” pages offer a way forward.
Filters are fast to use and easy to undo
Shoppers can see how many results each filter will give and clear their choices in one tap.
Forms ask only for what they need
Every field earns its place, errors are explained next to the field, and nothing is lost when one is wrong.
Key actions sit within thumb’s reach
On a phone, the things people do most are easy to reach and big enough to tap.
You always know where you are
Breadcrumbs, page titles and active states show where you are and how to get back.
These are a few of the standards in this area. Inside a Flume review, every standard comes with examples, the reasoning behind it and how to fix it.
The slip, and the fix.
Related standards.
Ecommerce essentials
Product pages, carts and checkouts built to convert.
e.g.The total cost is clear before checkout beginsAccessibility
Usable by everyone, and in line with WCAG.
e.g.Text contrast meets 4.5:1 across the siteSEO & AI visibility
Found by search engines and answer engines alike.
e.g.Products carry structured data for price and stockHow does your site measure up? Find out first.
Join the beta and we’ll be in touch when a review spot opens. We’re running a limited number of free case-study reviews while we build.