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“Redesigns without measurement are like journeys without maps; they may lead to change, but not necessarily improvement“
Summary:
Why did we think this was an interesting episode?
Paul & James are regularly involved in ecommerce redesign projects, either in an advisory capacity or helping drive the design thinking.
This episode explores the reasons why brands decide to invest in a redesign:
- Brand refresh or a full rebrand.
- Brand elevation of the online UX e.g. premium positioning.
- Improved user journeys to fix legacy constraints.
- Outcome focused e.g. fix navigation and browse journeys.
It then teases out the justifications for redesign projects, sharing views on how design can and should be measured objectively.
James & Paul also dissect the intangible goal of many design projects: to elevate the brand positioning, to create a premium look & feel.
Goals like this need clear definition and framing to ensure the design outputs work towards a clear vision and execution. They also need tangible measurements of success, even if they’re not conversion focused.
The key take-away is that design has to be measured, and the metrics you use need to be agreed upfront. If there are no hard & fast commercial success metrics like conversion and AOV, then take a sensible approach to measuring customer impact, for example customer satisfaction & NPS.
Watch / listen now
Chapters
- [00:30] Introduction to Redesign Metrics
- [03:40] Understanding Brand Elevation
- [06:10] Balancing Design and Ecommerce
- [09:00] Defining a Premium Experience
- [12:30] Measuring Redesign Success
- [15:25] The Role of User Testing
- [18:15] Navigating Redesign Challenges
- [21:10] The Importance of KPIs
- [22:46] Final Thoughts on Redesigns
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