What is a redesign process
A redesign is an optical upgrade or redesign of an existing website. Technical changes or a realignment of the content, such as a relaunch, are not in the foreground. In a redesign, optical modifications are primarily made to the web design without changing the fundamental technical properties of the web presence, as would be the case, for example, when switching to a new content management system or to a new URL. A redesign can, for example, be facilitated by a new corporate design strategy or aim to increase user-friendliness and improve the user experience.
Possible reasons for a redesign
In addition to a falling number of accesses, other important motives lead to the redesign of an existing website. The main reasons why companies decide to redesign their website include:
Unattractive web design
Colors, shapes and fonts can influence our mood and encourage certain actions. For this reason, a visually unattractive web design can destroy all marketing measures. Users leave unaesthetically designed websites within a few seconds.
A modern website must be easy to use and have a clearly defined structure and intuitive navigation. If these criteria are not met, this can make it difficult for visitors to find their way around. Users often visit a website to find out about the latest news or to make a purchase. However, if they fail because of the confusing and complex structure, they will leave the website and may never return.
The website no longer complies with current web standards
This is one of the most common reasons for a website redesign, because an outdated website not only calls into question the quality of the products or services offered, but also has a correspondingly bad effect on search engine optimization and all online marketing measures for potential customers.
Goals of a redesign
The goals of redesigning a website can be varied. For example, one goal can be to increase user-friendliness for visitors or to make the website look more modern and contemporary without necessarily investing a lot of time and effort. Even if a new web design primarily only affects the appearance of a web presence, the effects of a well thought-out design can also be felt in other areas. For example, by repositioning visual elements, products can be brought to the fore, which leads to an increase in visitors' willingness to buy.
Another goal that can be pursued with a redesign is to optimize the length of stay of visitors. An appealing and user-friendly web design leads to the fact that the users feel more comfortable and stay longer on the web presence.
In addition, redesigning the buttons and other elements may lead to a better click-through rate (CTR). The click rate indicates the ratio of clicks on an ad to the number of page views. For example, if a banner ad is clicked 30 times out of 100 page views, this equates to a CTR of 30 percent. The higher the click-through rate, the better.
A redesign of the website can also be useful for branding. An appealing web design can lead to the fact that customers identify more strongly with a brand.
Steps in the redesign process
The redesign process can be divided into three phases:
Goal definition (what should be achieved with the redesign?)
In order to save money and hours of work, you have to be aware of what you want to achieve with the redesign of your website. Should the website comply with the latest web and design standards or should it appeal to a new group of users? The more specific and realistic the objective, the better it can be put into practice. Once the goals are clearly defined, specific tests are usually carried out to learn how to most effectively solve the problems.
Who should design the new website?
In this context, there are a number of options that are primarily dependent on the budget available for the redesign. If a company already has internal web developers and designers, they can be commissioned to redesign the company website. Alternatively, you can entrust the redesign to a design agency. A good web agency usually employs a team of specialists who are able to implement all of the client's requirements accordingly.
The actual design process
Depending on how much you want to be involved in the actual design process, you can choose how often you give hints about the ongoing project. The design process of a modern website consists of the following steps:
- Wireframing - a rough outline of the new website
- Creating the page template - the cornerstone for the finished design
- Programming - the developer programs the website with the new design
- Insert content - the website is enriched with textual and audiovisual content
- User tests - the last step is to observe how users react to the new design
chances and risks
A redesign can bring significant benefits to companies. With a convincing technical performance and an appealing, modern design of the website, companies can offer their customers added value and stand out from the competition. Interacting with visitors is easier and in many cases leads to an increase in potential customers. In this context, the risks for online marketing and search engine optimization with inferior work should not be underestimated. Programming errors, semantically incorrect HTML code and other anomalies can have a negative impact on search engine ranking and user-friendliness, which leads to a lasting drop in visitor numbers.
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