The Lean UX approach

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The lean UX approach

Every business strives to improve so it can generate more sales and provide a better customer service, or to rebrand in order to keep up with moving times. 

The digital element of every business is an ongoing process and your website should be a continually evolving central information hub. Website design has changed from the ‘launch it and leave it’ approach to regular optimisation, so it remains fit for purpose.

Most businesses think optimisation is hard and requires constant financial investment which may be costly to a small business. Another common preconception is that, enhancing your website can be a long-winded process and that UX is really complicating. Some elements are complicating. But there are ways UX can be used in small bursts to get better results from existing digital strategies.

Part of lean UX is continuous optimisation

“Website design has changed from the ‘launch it and leave it’ approach to continuous optimisation “ Rob Hufton - Higher Ground UX Agency

User Experience design doesn't have to be a lengthy exercise which involves digital architects, customer behaviour experts or specialist research teams. Any business can improve their online strategy by using Lean UX intelligence, which diagnoses and treats the problem. This process is broken down into small bite size chunks that is aligned with agile methodology to allow for organic growth.

How does a business remain competitive without optimisation or UX?

Most companies' want to do better from online. You might want to attract more customers so you can sell more products. This takes not only highly effective Search Engine Marketing, but effective UX to not only lower bounce rates, but keep users in the sales funnel. 

You may need to impress people with branding and educate readers into company ethos. This is especially relevant in recruitment where the game is radically moving into the candidates favour. Job boards are becoming less effective, so companies are having to work harder to impress potential candidates. 

What could the problem be?

Most companies want to generate online business by attracting more customers in order to sell more products or a service. To do this successfully, requires highly individualised Search Engine Marketing and to do this effectively, UX is needed to lower bounce rates and to keep users in the sales funnel. 

Your website is your online presence and your platform to impress people with branding and company information that educates readers about your product or service. 

If these important strategies are not in place, your online business is at risk of remaining static with high bounce rates that are unlikely to convert into actual customers.

What processes are involved in lean UX?

Understanding audiences/User research

Do you know who your customers are? Do you understand the needs of the users who are landing on your site? Having an in depth understanding of these questions is crucial for your business in order to catch the attention of the users. Once you know who they are, you should know what they want to do. Creating user personas helps you understand your customers.  

Top task analysis

  • What do your customers want to do? 

  • Why do they need to change? 

  • What’s important to them? 

  • How do you reach customers?

Making a list of the main objectives for any company is a great way to understand the priorities of your customers. Again, think lean. Making a relatively short list of 10 high priority items helps you whittle down tasks with highest priority. 

An example of top tasks could be;

  • I want to see you work with companies like mine

  • I want to see you have an office near me

  • I want to know that using an external company could save costs

User testing

User Testing doesn’t have to cost the earth, or be really time-consuming. Many companies wrongly assume user testing is a costly exercise. Jakob Nielsen correctly argues that large scale user testing isn't needed and the best results come from testing just 5 just users.

Mapping & Wire-framing

Design the ideal journey through feature definition, rapid prototyping and wireframes. 

We use Figma for collaborative wire-framing, but there are lots of tools available for wire-framing that don't require digital designer skills like Balsamiq and Moqup.


Create accessible content that fits your users’ needs and your brand guidelines.

Your website copy should be one of the first things you should consider when approaching a new website or blog post. 

Write a catchy title that connects with the user and people will take an interest. Once you have their interest, your site should guide them on a user-friendly journey. Try to avoid lengthy paragraphs as they are seldom thoroughly read and can have the opposite effect by putting users off straight away. Pictures or images with short snappy text with easy to understand content is the easiest way to capture the user’s attention.


Design time can be reduced by using UI and UX templates from sites like InVision. Customised icons can take time so it's worth looking around for icon libraries. All can be found on a simple Google search.


The largest element of Lean UX is deployment and testing. This means, when you’re ready to release, test your product or service to analyse the data for future releases.

Continuous optimisation

So many people ask the same question. Can you fix my website quickly? The usual answer is no. Only by learning can we improve.

We can never get a website or digital marketing campaign right on the first iteration. But we can learn. Once we understand what's happening, we can review data and customer information then make steps to enhance. The process is known and Continuous Optimisation. The old launch and forget approach to website design is gone. All website owners should be analysing their website and it's performance as a business tool. Continuous Optimisation helps make for solid online strategies.

Introducing Lean UX PAX

Higher Ground are a CRO agency based in Manchester. We have spent over 20 years making and marketing websites. From large contracts such as JCB worldwide to start up boiler engineers in Sheffield. Our approach has been working for our clients for a long time. All based on lean UX.

We have devised a suite of SEO and User Experience 'PAX' to deliver key insights to improve your digital strategy. 

Our Search Optimisation team will look at the essentials - your current positioning and how your market should be presented online.

Our customer journey UX team discover, research, plan and consult on how to improve your overall digital strategy.

SEO Fundamentals PAX

This is all the SEO essentials and research we do as a first step for our enterprise clients, stripped down to the core as an affordable offering for your business.


  • SEO hygiene on your current site

  • Overview of competitor activity

  • Basic keyword analysis

  • Channel evaluation

  • Evaluation of the opportunity


  • Development task list of immediate changes (‘quick wins’)

  • Recommendations for further development work

  • Keyword analysis report

  • Overview of your market and competitors online

  • ‘Light touch’ strategic guidelines for your company

  • Learn how to lower your websites bounce rate

Read more about our Organic SEO Services here 

SEO Optimisation PAX

Building on the research outputs from fundamentals


  • Analytics configuration

  • Heat-mapping and tracking software installed

  • In depth study of website usage from analytics

  • Keyword research - see which keywords are ranking

  • Competitor analysis - see which keywords they are ranking


  • Learn which page are the worst performing

  • Lower your websites bounce rate

  • Find out how people use your website

  • Learn how to improve strategies to get more from search

  • Discover new keyword opportunities 

  • Refine SEO to align with business direction

UX Research PAX - Research and Customer Insights

Identify your customers and understand their challenges, perspectives and interests


  • Establish who your best customers and their objectives

  • Establish who are the wrong customers and their objectives

  • Reviews current products and service offerings

  • Learn where your users are and how to connect with them

  • Discover how we can we service the needs of your customers?

Read more about our User Experience Agency here.

UX Implementation PAX - Experience Strategy

Anything and everything to make your strategy succeed!

We will take into account the SEO fundamentals and UX Research work - and working alongside you to achieve success and a measurable strategy going forward.

  • Identify potential weaknesses before they hurt sales or damage your brand

  • Establish who your best customers and their objectives

  • Establish who are the wrong customers and their objectives

  • Discuss current products and service offerings

  • Design wireframes and new designs for websites or applications

  • Set a task list and timeline for continuous improvement

  • Set goals and KPIs to measure success

Our Lean UX packs are designed to help you get more from your digital strategy and wont cost the earth.

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