Looking to update your website? Make sure to do these things first.
Redesigns are very dangerous
I read once somewhere that a site redesign is one of the most dangerous things you can do in your business. Why? You run the risk of spending countless hours of work, costs can quickly spiral out of hand, you could alienate an existing customer base that was used to using your site a certain way, and you can cause a near riot of egos and opinions within your company.
I saw this firsthand back when I was working at ESPN. We were doing a refresh on the Fantasy Games website, and everyone had an opinion.
- The VP was focused on making it very easy to buy our products so we can hit our revenue numbers.
- The edit team wanted our content front and center, people were coming to the site for information.
- Our lead producer wanted to focus on navigation for user’s actual teams… most people check on their fantasy teams every day, make it easy to get to them.
- The engineering team just wanted to make sure all the back-end stuff kept working and the site loaded quickly and efficiently.
- And the designer was taking this all in, trying to make the site balance aesthetics with functionality, speed with ease of use… without killing anyone.
- My job was to make sure he didn’t kill anyone. Thankfully, I succeeded.
Redesigning your website. First things first.
As you may know, I love design. I love designers and secretly wish that I was one, so I have to do the next best thing and try to do my best to be one, while knowing when to step back and learn from them.