Why you don’t need a redesign

Its a very human trait to solve the problem you are comfortable and familiar with rather than the problem that really needs to be addressed.

In our industry you see this when someone looks at the web analytics and deduces that your website is not working and ipso facto you need a redesign.

The reality is that poor design is very rarely the source of the problem. In 9 times out of 10 the primary reason for the failure is poor content. Without a content strategy developed in line with business objectives and underpinned by content planning and publishing schedules even the best designed sites will eventually dry up and fail.

Gerry McGovern has written an excellent piece ‘Resist Redesign‘ exactly on this point – redesign fulfills an organisational/agency need to work on projects rather than a customers need to access valuable content.

2 Responses

  1. I am begining to understand the message you are sending out. Traditional web sites are now a thing of the past.

  2. It’s not so much that they are a thing of the past. More that they are the beginning of a process rather than an end in themselves.

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