Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure

Is your design looking dated or off brand?

Is your design looking dated or off brand?

Are you meeting conversion goals?

(you have goals, right?)

Is your design looking dated or off brand?

Are you meeting conversion goals?

(you have goals, right?)

Does your site scale?

Is your design looking dated or off brand?

Are you meeting conversion goals?

(you have goals, right?)

Does your site scale?

Do your analytics make you

cry?

Is your design looking dated or off brand?

Are you meeting conversion goals?

(you have goals, right?)

Are you hearing

complaints from

users or staff?

Does your site scale?

Do your analytics make you

cry?

Does your UX just suck?

Is your design looking dated or off brand?

Are you meeting conversion goals?

(you have goals, right?)

Are you hearing

complaints from

users or staff?

Does your site scale?

Do your analytics make you

cry?

Does your UX just suck?

Is your design looking dated or off brand?

Is your site optimized for devices/mobil

e?

Are you meeting conversion goals?

(you have goals, right?)

Are you hearing

complaints from

users or staff?

Does your site scale?

Do your analytics make you

cry?

Does your UX just suck?

Is your design looking dated or off brand?

Is your site optimized for devices/mobil

e?

Are you meeting conversion goals?

(you have goals, right?)

Are you hearing

complaints from

users or staff?

Does your site scale?

Do your analytics make you

cry?

Do your social channels get more traffic

/engagement than your site?

Does your UX just suck?

Is your design looking dated or off brand?

Is your site optimized for devices/mobil

e?

Are you meeting conversion goals?

(you have goals, right?)

Can users easily find the content they

want?Are you hearing

complaints from

users or staff?

Does your site scale?

Do your analytics make you

cry?

Do your social channels get more traffic

/engagement than your site?

Does your UX just suck?

Is your design looking dated or off brand?

Is your site optimized for devices/mobil

e?

Are you meeting conversion goals?

(you have goals, right?)

Can users easily find the content they

want?Are you hearing

complaints from

users or staff?

Does your site scale?

Do your analytics make you

cry?

Do your social channels get more traffic

/engagement than your site?

It’s time to ACT!

•Do research•Set goals•Identify/validate audiences•Define scope•Pick the appropriate solution

Ok, so now what?

Do research

Ok, so now what?• Stakeholder

interviews• User testing• Analytics trends• Mobile stats• Competitors

Set goals

Ok, so now what?• Site traffic• Audience

engagement• Content • Social media• Brand alignment

Identify/validate audiences

Ok, so now what?• Site survey• User interviews• Contextual

inquiry• Stakeholder

interviews

Define scope

Ok, so now what?• Commit to budget• Commit to timeline• Identify resources• Be realistic• Define comfort

level with risk• Oh, and…

Watch out for ogres(and other stuff)

The problem:Poor mobile/device experience

•Low level of effort•Limited scope•Desktop UX & design don’t change•Mostly CSS changes•Slideshow out of flash•1-3 Months timeline

Plot points: Retrofit

The problem:Extensive UX & Design work, content strategy and/or new CMS

•Very high level of effort•Expansive scope•Discovery, Engagement, IA/UX, Visual design, CSS, development•9-12 Months timeline

Plot points: Redesign

The problem:Anything from brand changes, fine-tuning engagement, minor UX issues, page layout ordevice considerations

•Level of effort varies•Scope varies•Time line varies

Plot Points