Redesign: several indicators that his time has come
Redesign. This one word can make any web designer and developer shudder. The imminent danger in the form of constant revisions and refinements of the project, as well as shareholders with their indispensable “opinions”, plunges the site team into abysses of despair (the greater the more the more redesign options are considered). But despite these realities, it must be recognized: redesign is an integral part of the life cycle of any online resource.
We will look at a few key indicators that clearly signal that the redesign time has come. And if it really has come, then how thorough should it be. The article is a translation and written based on the article Clear Indications That It’s Time To Redesign.
SITE STATISTICS INDICATORS FALL
The main indicator that the site needs to be finalized is a downward trend in site statistics. Of course, this symptom may have other reasons (for example, your product does not meet the requirements of the market). But if these reasons are eliminated (or leveled), then a steady decrease in conversion rates, sales, interactions, and overall user activity indicates that the current design has become obsolete.
Many attribute this to the “satiety” of users with an old design. But in reality, this is an indicator that you have lost contact with your audience. Unfortunately, this is a natural process, in an article on creating a design for a furniture site or store, we said that about 60% of business owners are thinking about a new project or improving an old one.
If you want the redesign to solve your problems with efficiency and impact, analyze the actions of visitors and see where exactly in the sequence of actions the design is incomplete. And then fix these shortcomings first.
Metrics are the most important indicator.
The degree of design changes can be limited: by adjusting the sequence of conversions, or by optimizing the activities associated with the product. It is not necessary to completely change the image of the product, formed for an external audience. Many webmasters emphasize the effect of the change and strength of the redesign that translates into increased attendance of the project.
YOUR USERS SAY THE TIME HAS COME
Website statistics metrics are the most explicit indicator that instantly lets you know that something is wrong. But in order to understand what exactly is wrong, you have to talk with your customers.
Survey is a good tool for such purposes, but the usability test is much more effective. If you have a wordpress blog, then the wp-polls plugin will help with voting. The gradual development of dialogue in personal communication allows you to analyze the dynamic process of interaction between the audience and the site. With a regular survey this is not possible. If during the test you come across some strong opinions that shed light on the reasons for the decrease in the site’s metrics (and you come across them), this means that the time has come for a redesign.
Usability tests reveal not only problems, but also the dominant attitude towards your product. It can also be used as a basis for a redesign. In some cases, a negative attitude to the brand can be a good reason to conduct a redesign. However, you will never know about all this if you do not talk with your customers.
Is it time to redesign
The final decision is yours.
Feedback from buyers helps to understand what needs to be changed on the site and to what extent. Most often, communication with customers focuses on individual elements of the business process. And it is to these elements that you should pay attention to the redesign. But if the user feedback was quite extensive and affected many aspects of the site, then it makes sense to use all this information to conduct a more thorough redesign.
TECHNICAL AND UX DEBT SHEET BECOMES TOO LONG
Help: Tech debt and User Experience debt are the work in the project that we decide not to do at the moment, because: the deadline is on, management is putting pressure, etc.
In the process of developing a product or website, the company begins to accumulate technical and UX debts. These debts are the work that should have been done at the initial stage of development, but either there was no time for it, or you had to do something easier and cheaper to start the project on time. With each subsequent iteration, this sheet of “debts” will inevitably grow until it becomes so long that all these shortcomings can no longer be corrected.
There are many ways to keep the list of these debts from growing at a relatively stable level, but at some point it reaches its limit.
If your car constantly breaks down and its repair becomes more expensive than the cost of the car itself, then it is easier to turn it into scrap metal. At the same time, a site is also easier to rewrite than to correct all errors. This is a great moment to carry out a redesign.