How UX Research Improved Task Success for a Key User Flow

By Philip Burgess | UX Research Leader

When users struggle to complete a task on a website or app, it often means the design misses the mark. Improving task success is crucial because it directly affects user satisfaction and business goals. This post explores how UX research helped identify problems in a key user flow and led to design changes that boosted task success rates significantly.

User analyzing task flow on a digital screen

Identifying the Problem in the User Flow

The first step was to understand where users faced difficulties. The team focused on a critical user flow that involved multiple steps to complete a purchase. Early analytics showed a high drop-off rate at the payment step, but the exact reasons were unclear.

To dig deeper, the team conducted usability testing sessions with real users. Participants were asked to complete the purchase while observers noted where they hesitated or made errors. The tests revealed several issues:

• Confusing button labels that made users unsure about the next step

• Overwhelming form fields asking for unnecessary information

• Lack of clear feedback after submitting payment details

  
  

These insights showed that the flow was not intuitive and caused frustration, leading users to abandon the process.

Using UX Research Methods to Gather Insights

The team combined several UX research methods to get a full picture:

• Usability testing to observe real-time user behavior

• Surveys to collect user opinions on the flow’s clarity and ease

• Heatmaps to track where users clicked or hesitated on the page

• Session recordings to review user interactions and identify pain points

  
  

This multi-method approach helped confirm the main issues and also uncovered smaller problems like slow page loading and unclear error messages.

Designing Solutions Based on Research Findings

Armed with clear data, the design team made targeted changes:

• Simplified button labels to use clear action words like “Confirm Payment” instead of vague terms

• Reduced the number of form fields to only essential information

• Added progress indicators to show users how many steps remained

• Improved error messages to be specific and helpful, such as “Please enter a valid credit card number”

• Enhanced page speed by optimizing images and scripts

  
  

These changes focused on making the flow straightforward and reassuring users at every step.

Close-up of a mobile payment form with simplified fields and clear call-to-action buttons

Measuring the Impact on Task Success

After implementing the redesign, the team ran another round of usability tests and monitored analytics for several weeks. The results showed:

• Task success rate increased from 65% to 90%

• Drop-off rate at the payment step dropped by 50%

• User satisfaction scores improved, with many users commenting on the clearer process

• Support requests related to payment issues decreased significantly

  
  

These improvements demonstrated how UX research directly contributed to a better user experience and business outcomes.

Lessons Learned and Best Practices

This case highlights several important lessons for improving task success through UX research:

• Observe real users to understand actual behavior, not just assumptions

• Use a combination of research methods for a comprehensive view

• Focus on clarity and simplicity in design, especially for critical flows

• Provide clear feedback and guidance to reduce user uncertainty

• Test changes with users before full rollout to catch any new issues

  
  

By following these principles, teams can create user flows that are easier to complete and more satisfying.

Moving Forward with User-Centered Design

Improving task success is an ongoing process. Continuous UX research helps catch new pain points as user needs evolve. Regular testing and feedback loops ensure the design stays aligned with user expectations.

For teams looking to improve their own user flows, starting with targeted research on problem areas is key. Small changes based on real data can lead to big improvements in how users interact with a product.

Takeaway: UX research is a powerful tool to uncover hidden obstacles in user flows. By listening to users and making thoughtful design changes, you can significantly boost task success and create a smoother experience.

If you want to improve your key user flows, consider running usability tests and gathering direct user feedback. The insights you gain will guide you to design solutions that truly work.