If you are considering a website redesign, this new series will aim to give you the lowdown and hopefully some handy pointers for those who are considering the daunting task. Having just spent 9 months of one myself, there are plenty of learnings to pass on.
Step 1 - Why do you need a redesign?
Remember, the look and feel is only part of your website. There are many other elements that are just as important including content, information architecture (IA/sitemap), navigation and most importantly, governance.
There may be other types smaller redesign work that you need. Don't just change a website because 'you're bored.' Your users aren't bored and unless you're going to make their lives easier - which for online users is easier task completion or information gathering, they'll get very annoyed.
It may just be that your content is getting way out of hand. A redesign won't fix this. Creating a content strategy that will involve a cull of content, audit by content owners and perhaps a rework of the IA is more of a fitting solution for you rather than running over it with bright colours and flash. With content management systems in heavy use which have allowed any old Bill and Bob to author and publish content, it is very easy for a website to get out of hand content wise.
Step 2 - Ask your customers
Don't rely on staff to tell you why you need a redesign. Staff are likely not your target audience, your customers are. Conduct surveys, work with your retail channels such as call centres and God blimey - ask your users what they think of your current website. Ask them to compare it to your competitor's sites. I did this and the feedback was excellent. Users are very honest (perhaps too honest at times) and happy to give feedback if they know if will go to good use.
Step 3 - Form a team
Before you even think about pulling out the digital paintcans, ensure you have people around you that can guide you through a potential project.
Who you'll need:
- A project manager - someone to run the show who is preferable not an online nerd. If you are an online nerd, it is strongly advised to detach yourself from the governance and management so emotions don't get in the way of structure. (I did this a few times) You need a strong leader who can escalate issues, manage tasks, vendors and timelines to ensure bickering is minimised and that go live date is achieved.
- Sponsors - If you have a budget, you'll likely need to show people of who have written your cheque. Ensure your sponsors have an understanding of why a redesign is needed, forecasted ROI and have a sound knowledge of the web so when an escalation is required, they'll understand what the problem is.
- Technical people: It proves extremely valuable to have people from IT with you from day 1. Whilst you may not be coding, they will be able to provide advice on technology and coding choices which are the backbone to the pretty stuff that you and your peers will see.
- Content owners on tap: If you are embarking on a redesign that will impact thousands of words of content, ensure the people that own all those words are on board. Ensure they know the reasons for a web design and what they will be expected to do. Don't surprise them with a new site a week from go live and expect them to sign it off with a big smiley face. Once your project manager creates milestone dates, you can communicate when the content owners can see designs and need to be involved.
Key Tip: Once you have a team, decide very early on who the people will be that get to sign off designs, changes to content or development. Once more and more people become aware of your website redesign, you will get a lot of interest, opinion and ultimately come to a scrum over who has the final say over milestones or deliverables. Leaving this to one or two people with the appropriate skills and authority to make hard 'n' fast decisions will save you a lot of grief.
Step 4 - Working with partners
Remember, you may need to outsource some work. It may depend on your budget of course but in an ideal world of being given a modest budget for a web project, you will soon realise that you can't do everything and whether it be creative, testing, development or hosting, there are other people out there that specialise in these areas and can help you.
Prepare a brief of the requirements that you are looking for. Include business objectives, feedback from content owners on sitemaps, layout etc, include the research, wireframes and the purpose of your website. Don't just include details about brand or creative - vendors will need to understand your online strategy and business needs - not just your brand.
So, in preparation for a website redesign:
- Do you need a redesign of the website or are you really after a content or sitemap redesign?
- Research and understand what your users, like, don't like and would like to see improved in your site.
- Prepare a team of people with appropriate skills who can work in a team and work under pressure (towards the end, it can often get full on).
- Realise your skill strengths & weaknesses and prepare a brief to select partners who can assist you to fill the gaps.
Coming Up Next: EPISODE 2 Plans and Pictures - preparing the IA, content and page design.
