The playbook
Website Redesign: Worked Examples
The following website redesign examples illustrate how to move from an observed problem to a practical decision. They are hypothetical operating scenarios, not customer results or performance benchmarks. The central question is whether the work helps improve priority redesign goals achieved without losing the context needed to judge it.
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.
Example 1: establish a usable starting point
A team begins working on website redesign but cannot consistently describe current issue and new solution for the same item. The immediate task is identify the specific problems a redesign must solve. The team records the current state, identifies the source of each value, and resolves conflicting information before making a broader change.
The useful output is a page or interaction record that another person can interpret. This example does not require assuming an uplift. Success at this stage means the next decision can be made using a shared set of facts, with missing information explicitly identified.
Example 2: correct a specific failure
In a second situation, the team observes changing navigation URLs and messaging without a migration plan. It proposes the correction: track changes and map important journeys and destinations. Before applying that correction everywhere, the owner checks whether the same cause is present in other affected items. A common symptom alone does not prove that all items need the same repair.
| Decision | Illustrative reasoning |
|---|---|
| Observation | Changing navigation URLs and messaging without a migration plan |
| Likely correction | Track changes and map important journeys and destinations |
| Verification task | Inventory pages functionality and search-sensitive URLs |
| Result to inspect | Test the new experience before replacing the old one |
After the change, the owner repeats the relevant task and records what happened. If the condition remains, the team returns to the evidence rather than declaring the process complete. The example illustrates a repair cycle; it does not claim a particular commercial result.
Example 3: extend a process after it works
A third team already has reliable records for a small scope and wants to expand. It compares the next group with the first: are current issue, new solution, URL impact defined in the same way, and does the intended outcome remain priority redesign goals achieved? Differences are written down before the earlier process is reused.
Expansion is appropriate when the assumptions still hold and an owner can review exceptions. Where the new group has different needs, the team adapts the process and tests again. Reusing the structure is useful; reusing a conclusion without checking its conditions is much less reliable.
Apply the examples to your own work
- Write the current problem in observable terms using current issue.
- Choose which of the three examples matches the stage of the work.
- Complete this action first: identify the specific problems a redesign must solve.
- Keep the resulting evidence and review priority redesign goals achieved on a consistent basis.
Keep the page’s main task visible when adding helpful detail. Supporting information should reduce uncertainty at the decision point. If a section introduces a second unrelated offer, decide whether it belongs on another page.
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