Minimize risks in a redesign project

Business Benefits

Reduce the chances that a major site redesign performs worse than the current version.


Define the primary goal of your redesign process.

For example, an ecommerce site redesign can have a goal of increasing sales or a blog redesign might have a goal of increasing content shareability.

Use an analytics tool like Google Analytics to identify high-traffic pages with high bounce or form/cart abandonment rates.

Prioritize the redesign of these low-performing pages.

Create a spreadsheet with the following columns: User Testing Data, Customer/Visitor Survey Data, Live Chat Transcript, and Session Replay Data.

Conduct remote user testing of your website with a user testing tool like TryMyUI.

If you don’t have access to such tools, recruit live user testers and give them specific tasks to perform. Enter observations and friction points into the User Testing Data column.

Use a survey tool like Qualaroo or Hotjar to send customer surveys and add visitor surveys to your site.

Enter observations and friction points from these surveys into the Customer/Visitor Survey Data column.

Use a session recording tool like SessionCam or Hotjar, and a web chat tool like Purechat or Olark, to gather observations and transcripts from visitor sessions.

Enter any friction points into the Session Replay Data and Live Chat Transcript columns, respectively.

Develop hypotheses based on the most common issues and prioritize them according to your redesign goal.

Use a prioritization framework like PXL (below) to prioritize your tests.

Test a hypothesis with an A/B test of the old website versus the redesigned site.

A/B testing tools let you scale up the size of the audience that you want to expose to the new site. You can start with, say, 5% and throttle up on a weekly basis as bugs are resolved.

Run an A/B/C test, with A being the old site and B and C being page variations on the new site.