Usability + User Research

TheoremCX uses a science-based approach to help you see things through the eyes of your customers, which in turn makes your organization more responsive, customer-friendly, and successful. To be useful, any research activity needs to start with a question, which will inform what kind of research you should undertake. Here are some examples:

How should I organize my website?

Where will people actually click?

How do I know if my site, app or product is easy to use?

How can I get actionable recommendations on how to improve my site today?

What if I could look over the shoulder of my customers and watch how they use my site?

Can I improve site conversion by tweaking a form on my site?

How do I get actionable insights from my customers?

Heuristic Analysis / Expert Reviews

We use a standard set of more than 100 heuristics to measure your website, finding out where users may struggle and giving you a clear score so you can implement measurable improvements. Key areas we look at include: organization of content, visibility of links, search engine effectiveness, and overall page layout. Note that depending on the size of your site, we may not be able to review all pages, we typically review the homepage and top-level pages – but if there are any specific pages you’d like us to review, please include in the comments section of the order form.

Not only do we give you a score indicating your website’s usability, we also give specific recommendations for how to improve it.

Usability Testing

We help you to identify where your customers may struggle to find information or do business with you. We can conduct this usability testing with existing websites or with a prototype, so you can make changes before it launches.

We provide two options for usability testing:

  • First Click Testing: present an image of your website to customers, asking them where they would click to achieve specific tasks. This is best for newly design websites. You’ll receive a report of findings and set of heatmaps of your site showing where customers clicked to find information of functionality.
  • Comprehensive Testing: we recruit and moderate sessions with participants who perform tasks with a live product (or mobile app, or website) or functioning prototype. You’ll receive a report of findings as well as video and audio of the usability tests. This can be done in person, but can often be done much more quickly with remote tools.

Card Sorts / Category Testing

Are you reorganizing your website to make it easier to find content? Do people say they don’t know where to find things, or are you reorganizing a website to make it easier to find content? Card sorts can provide a statistically viable way to ensure your site organization is effective for your site visitors. Category testing will help you to test the organization of your website. We can quantifiably identify high performing sections, low performing sections, and make evidence-based recommendations on how to improve your categorization.

Card Sorts help to understand where customers would prefer to categorize contact.
Analysis of category affinities based on participant input. This helps to define major clusters of content.
Further analysis helps to create a hierarchy that balances specificity of links, while presenting a comfortable number of links.
We can test navigation structures, evaluate when customers select an item, when they back out, and what their ultimate success rate is.


A fundamental way of finding out what your customers thing – ask. Surveys are popular, and seem simple, but it is important to write questions in a way that gives you actionable information and doesn’t bias participants.

Session Replay

TheoremCX gives you the ability to observe site visitors as they use your website. This can provide greater insights into how customers interact with websites; which can be very different from what they say about their experience.

Form Analytics

Online forms are probably the most used way for customers to interact with websites online. The successful completion of a form is a ‘conversion’ for a site and is indicative that the customer may be interested in purchase or other relationship. But we can go further and discover which form fields lead to abandonment and lost opportunity.