by Hoa Loranger
Site redesigns often require a tremendous amount of coordination and resources. Sometimes, a redesign project can be a purely visual reskinning of the entire site, with new styles, layouts, and treatments. Other times, serious taxonomy, information architecture, content, or usability issues are being addressed.
Usually Choose Incremental Changes Over a Major Overhaul
Drastic website changes are jarring for users and risky for business. The cost and effort of getting an entire organization and senior stakeholders to agree on the new website is enormous.
Never make radical changes when minimal adjustments will suffice. Too many websites undergo a major overhaul unnecessarily. While legitimate reasons exist for engaging in a redesign, the reality is that many problems you need to solve are isolated and can be fixed with smaller, incremental approaches.
Sometimes a Major Overhaul Is Best
Below are some reasons for taking the plunge:
- The gains from making incremental changes are miniscule or nonexistent
- The technology is severely outdated, making critical changes impossible
- Architecturally the site is a tangled mess
- Severely low conversion rates site-wide