VAAN’s 9 Do’s and Don'ts of Site Redesign
Redesigning your website is a daunting task; it's risky, expensive, and time consuming yet necessary for the success of many brands seeking to align their digital presence with evolving business goals.
So, how can you minimize these hurdles and maximize your chances of success? Below is a list of do’s and don'ts when considering a site redesign from both a creative perspective, with advice from VAAN’s Creative Director, Sam Day, and VAAN’s Design Director, Hannah Carrol, and a technical perspective with insights from our Director of Engineering Federico Castanon.
Do’s - Our Top Tips for a Successful Redesign
Know Your Why
Before diving headfirst into a site redesign, Fede, emphasizes the importance of clarity. Know your goals. Every scope of work at VAAN includes the project goals at the very top.
Are you aiming to increase sales, improve brand awareness, or attract new customers?
This isn't just about having a vague idea; it's about crystallizing your goals and motivations. These goals become the lens through which you make every decision, ensuring your website stays laser-focused on achieving the desired outcome.
3 of the most common project goals we see:
- Improve Storytelling and Brand Appearance
- Redesign the existing site to better tell the story of the brand and its products with a specific focus on the memorials, how the brand started, and how the individual can support the mission.
- Improve Core Site Metrics
- Leverage existing benchmarks and site data as a foundation to improve core ecommerce metrics. Expand testing to identify key gaps in the journey as areas of focus for the site redesign.
- Cohesive UI/UX design system
- Create a design system that communicates the value of the products and allows for easy site management going forward.
Have a Reason for Everything
A site redesign is about more than just boosting sales.
"Have a reason for everything," Hannah emphasizes.
Delve deeper and explore the "why" behind your goals. Don't settle for superficial justifications like "because it looks good." Every design choice, from the color of an arrow to the placement of a button, should have a clear purpose tied back to your overarching goals.
“Art is never benign there is always a reasoning”
"Explain what you're trying to solve," adds Sam. Clients often bring design ideas from other sites, missing the point that those elements address specific needs. Focus on articulating the challenges you want to solve, rather than dictating specific design solutions.
Research Your Customer
Don't get too attached to your initial ideas. Sam advises, “Do customer research first.”
The first step of the Brand Conversion Design Process at VAAN is research "Conduct surveys, analyze customer behavior on your current site – this isn't about what you think works, it's about what actually works. Initial steps like Heuristic Audits, Analytics Audits, PDP Wevo Tests, Add to cart Usability tests, and a CX roadmap allow for success at future stages of the redesign process.
Less is More
Doing less prevents overwhelming your customers with a cacophony of fonts, colors, and patterns.
"Keep it clean, keep it simple, and keep it scalable," Hannah advises. Remember, you can always add more later, but taking it away is harder.
Don’ts - What to Avoid in a Site Redesign
Don't: Be Victim to the Sunk-Cost Fallacy
"Just because you have invested heavily or personally love a section of the existing site don't be afraid to start over", advises Chuong. Sometimes it's best to move on.
You can think it’s perfect, but if it’s not delivering the results you need, change it," Says Fede. Don’t let emotional attachment cloud your judgment.
Consider conducting internal and external UX audits to identify areas for improvement and ensure your redesign caters to your customers' needs.
Don't: Strive for Perfection
Fede reminds us that launching a website is just the beginning, embrace the "launch and learn" mentality. Think of it as a living organism, constantly evolving based on customer feedback and data. Take inspiration from companies like Daniel's Jewelers or Simple Modern – they launched, iterated, and thrived.
Getting your website live is a crucial step in the process, allowing you to gather valuable customer data to inform future improvements.
Set a deadline, and meet a standard you are happy with but don't hold back for perfection.
Don't: Overlook Integrations
When starting with a new theme often additional licenses of apps and integrations are necessary to test before cutting over from the old version.
Configuration time is essential for timely delivery.
Don't: Ignore Accessibility
Working with an accessibility partner like Crownpeak or Allyant ensures your website is inclusive, complies with regulations, improves customer experience, and demonstrates a commitment to ethical and social responsibility. Ignoring accessibility can lead to legal issues.
Don't: Listen to Everyone
Sam advises against turning feedback into a popularity contest. Identify key decision-makers and solicit their input. Feedback should only come from a small group of stakeholders.
A website redesign is an investment in your brand's future. By following these do's and don'ts, you can navigate the process with confidence and create a website that not only looks great but also delivers on your business goals.