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.

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