A website redesign is a current practice that often appears to be a miraculous solution for increasing performance. While the motivations behind the practice may be diverse, it’s important to understand the process and what it entails. Above and beyond keeping up with changes in technology and graphic trends, your redesign strategy must be planned ahead of time and should aim to rectify negative digital experiences.

            “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” — Maya Angelou

A seamless experience that responds to users’ needs can enhance your business objectives. Don’t forget that your business objectives are intrinsically connected to your users’ objectives, which is why you must be sure to establish a solid KPI framework. In short, if your users are able to accomplish their tasks on your site efficiently, effectively and satisfactorily, this will have a positive impact on your business goals. Perhaps you find that these three words don’t resonate for you. If so, you should reconsider that they are actually the very definition of usability.

Take for example a lead generation site: If accessing and completing the contact form is tedious, visitors will quickly abandon your site and visit your competitors’ sites. The user wasn’t able to accomplish their task, and so the company missed out on a new contact.

But before getting serious and launching into a redesign process that might be long and costly, maybe you should check to see whether it’s really necessary. If not, we can give you a few tips and alternatives. In the second section, we’ll tackle what a website redesign process should look like, in our opinion.


Is a redesign necessary?

Why redesign?

A complete revamp generally means a complete change of your site’s code as well as its presentation—a bit like demolishing a house and constructing an entirely new one. You might keep some materials like the plumbing, the land and the foundation, but everything else is going to be changed.

The advantage of a redesign is being able to rebuild a completely new digital experience based on what you’ve learned, thereby enriching the experience and achieving new business objectives that are in tune with the market and consumers.

We’ve identified 3 common situations that may lead companies to undertake a revamp:

  1. Obsolete design: while this might seem fairly subjective at first glance, everyone knows when a site’s appearance is no longer part of current trends
  2. Bad (or underperforming) user experience: before surveying your users, trust your analytics data—they’re good at indicating whether this is an issue
  3. Declining performance