User Experience Research for Daily Mirror

As part of a plan to make long term improvements to the The Daily Mirror website and strengthen the brand’s online proposition, we assessed the website’s accessibility and usability.

Tasked specifically to increase inbound traffic, unique visitors and advertising revenue, we conducted an expert review to evaluate key areas of www.mirror.co.uk against 100 usability and accessibility guidelines. Using this insight and focussing on the areas highlighted by the expert  review we then conducted usability testing on the Daily Mirror website using our unique mobile testing facilities. This allowed us to research key user journeys on the website with representational Mirror readers (both existing and potential) in their natural environment, ensuring unbiased results.

Further analysis of the usability testing enabled us to provide the Daily Mirror team with tangible, actionable recommendations to make a variety of immediate and longer term changes to the website’s information architecture, content and functionality. We ensure that all of our recommendations are implementable within our client's online structure to ensure that investment is always maximised. The resulting recommended improvements for the Daily Mirror website achieved a dramatic year-on-year uplift of 93% in unique users – significant return on investment!