Now that we are a half-decade into
web as mass media, it is apparent that redesigning is a necessary part of business of web development. Most sites are redesigned multiple times -- getting better, and occasionally worse, each time out. Sometimes, a redesign comes about as site owners are evolving from "the kid down street did my web site" to "it's time to hire a professional." More often it's a matter of keeping up with Joneses. Creating, maintaining and owning a web site is a learning experience, because web is always a moving target. Redesign is to be expected. When decision is made to redesign an existing site, process is similar to creating a new one -- with latest technologies, design issues, and planning processes all taken into consideration. But there are pitfalls that can be avoided -- most of which I've experienced either through my own learning or observation. Keeping these things in mind will help ensure that you aren't thinking "redesign it again" even before last pixel has dried.
Redesigning for redesigns sake Ask yourself why, exactly, you need to do this, and come up with a legitimate list of improvements you wish to make. It's a known fact that web users get comfortable with a certain design and layout over time, even if a mess was what they had gotten used to. When you redesign, you will be shaking up a few change-resistant folks, and you might lose some of them. Don't let that fear stop you from redesigning, just ask question "will I alienate more visitors with redesign, than I might gain or keep by making changes I am considering?" If answer is yes, think carefully about what it is you hope to accomplish. menu
Not taking advantage of your current users
When you first created your site, chances are you weren't sure exactly what results would be or who your users would be, you just knew who you thought you wanted to reach and to serve. Now look at what you have going for -- an audience -- a resource that can be tapped into prior to creating new site. Don't underestimate power of user feedback prior to your redesign! If you have been collecting user information along way, now is time to go back and ask those users what they would like to see, what they don't like about your site, and how site might be improved. If you have been recipient of user feedback all along, set aside time to cull through all of it, looking for direction. Put a well thought out survey on your existing site for a month or two, to solicit specific answers and opinions to your redesign issues. Your visitors are your customers, and they are often quantifiable wealth of your site -- so listen to what they are saying. menu
Ignoring competition
Chances are if you have competition at all, they also have a web site. Planning for a redesign would be a really good time to evaluate those sites again. Ask your users about which other sites they consider to be good, and why, and survey people involved in redesign to see what they think. Spend time studying competition's sites to see what you might do even better, yourself. menu
Forgetting stats
Your accumulated traffic and browser statistics are an invaluable piece of information for planning your redesign. The first impulse when redesigning a site is to throw new bells and whistles into new site in order to be current and cutting edge. But before you do that, its important that you investigate whether your existing audience will actually appreciate, benefit from, or even be able to use your new site. Any pre-existing site should have a treasure trove of data for you to analyze, pertaining to operating systems, browsers and browser versions. Study this information and know what your audience can handle, before you make decisions on implementing newer technologies. menu
Not being visionary
It's a given that web will seem to be whole 'nother animal in six months to a year. Not understanding where its going, and not having your finger on web's pulse, might lead you to go through whole redesign process again, much sooner than you had expected. Anticipate and plan your new site to be flexible and scalable. Similarly, take a visionary focus in regards to subject matter of your site -- do you know where it will be growing in near future? Plan for it, wherever possible, in your redesign. Just keep in mind that there will be time, and room, to add new features later, if you have determined that your audience isn't ready for it yet. Strike a good balance in your planning. menu
