What goes first – Content vs. Design?
February 23, 2018
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Why redesigns can fail and how to be responsible?

Companies consider it a norm. Once they cross half a decade, they think a redesign makes them stay relevant. If you thinking a complete new design take your product to next level, it doesn’t work that way. Most of these redesigns have only brought adverse effects. Blind redesigning overhaul can dent your progress in traffic and therefore, sales. Listed here are few reasons why redesign fails more often than not.

  • Change brings confusion: The features placed oddly for loyal users makes them abandon ship. The familiarity tends to decrease and thereby it brings confusion.

  • Slow development cycles: Major redesigns are too time-consuming. Slow development cycles tend to disturb your other business processes.

  • Immense& Irreversible impact: Massive updates directly impact multiple aspects of your business. When user experience and public perception changes, it is irreversible.

  • Negative SEO impact: Redesign can make you lose DA scores and SEO rankings. It can trigger a decrease in traffic and eventually, revenue.

  • No UX experts: Designers can be carried away with their obsession over color, font and graphical elements. They hardly consider how it will impact product’s bottom line.

  • Blind eye to user feedback: Most graphical do-overs are inspired solely by trends. They do not take user feedback into account before going hands on into redesign.

Epic redesign disasters

There are three classic examples of redesigning going wrong. Digg.com move to have a redesign in 2010 proved disastrous. They lost a quarter of the traffic the same year. The loyal users found the design so off putting. Many abandoned the site and a very few made a return.

Yahoo mail got a redesign as a move from Yahoo to mimic Gmail. It resulted in a Change.org petition with 40,000 signatures in favor of bringing back the traditional Yahoo mail design. Yahoo removed some features that are native of their platforms which confused users.

CNN.com was the worst case of redesign disasters since it was met with controversy. The site’s new homepage took more than 20 seconds to load and fed too much on CPU usage. CNN admitted to not foreseeing the negative impact the redesigning could bring to their website.

How to be responsible during redesign?

  • Be all ears to user feedback. Any process in design or redesign cannot be an ego driven exercise. Listen to and value your customer feedback before and after redesign.

  • Consult with UX experts. UX experts can tell you what placement of buttons and designs do to your sales conversion. User behavior matters at the end of the day.

  • Revamp your product line. Redesign alone won’t make any difference to your brand image. If you want to stay relevant in this age and era, refresh your product lineup too.

  • Avoid giving a major design overhaul. Cut back on risks by changing elements which can improve results. Do not work on an unnecessary change. Fix items which are broken.

Be more responsible as a webmaster when you wish your redesign to translate well among audience.

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