The playbook
Website Redesign: Practical Guide
Start with one bounded use of website redesign: one page or interaction record, one responsible owner, and a defined next action. Improve a site's performance while preserving useful content and established journeys. A narrow first pass makes it easier to see whether the method works before applying it more widely.
Put the task in context
Inventory current landing URLs and working inquiries before replacing templates. Keep a record of old-to-new destinations and important content decisions. Test the redesigned user journeys with actual copy and routing before moving the public site.
Define the result before starting
Write down the intended result in practical terms: improve a site's performance while preserving useful content and established journeys. The work should produce a usable page or interaction record with enough information for the next decision. Use current issue as the starting point and capture new solution, URL impact, test as the work progresses. Choose a scope small enough that the owner can verify it directly.
A three-step implementation process
1. Identify the specific problems a redesign must solve
Begin with the current state. Gather the information required for this decision and record where it came from. For website redesign, current issue and new solution should refer to the same item in scope. When they disagree, resolve the mismatch before building on it.
2. Inventory pages functionality and search-sensitive URLs
Turn the first decision into a concrete working change. Test the new experience before replacing the old one. Keep the reason beside the change so a reviewer can distinguish an intentional choice from an accidental difference. Check the result using a representative real item.
3. Test the new experience before replacing the old one
Verify that someone else can use the output without guessing. Record the next owner and the remaining uncertainty. Compare the finished state with the original task, and retain the evidence needed to revisit the decision when circumstances change.
Avoid the failure that changes the outcome
Changing navigation URLs and messaging without a migration plan. Track changes and map important journeys and destinations. Correct the cause before adding more activity. Otherwise the same problem will be repeated across a larger set of pages, records, or campaigns.
Keep a compact working record
| Field | What to record |
|---|---|
| current issue | The current current issue for the item being worked on; include the source when it could be disputed. |
| new solution | The current new solution for the item being worked on; include the source when it could be disputed. |
| URL impact | The current URL impact for the item being worked on; include the source when it could be disputed. |
| test | The current test for the item being worked on; include the source when it could be disputed. |
Review the outcome
Use priority redesign goals achieved as the outcome to define, then record a baseline and a comparable follow-up observation. Do not assume that finishing the task proves an improvement. Look at whether the intended user or receiving team can now complete the next step with less uncertainty.
Verify the actual visitor journey on a narrow screen and with a keyboard. A design can look complete while hiding an unreachable control or a missing confirmation. Record the task attempted and what happened at the end.
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