Why a site/app redesign can fail

Why a site/app redesign can fail

No matter how successful the site was at the time of its creation, after an average of 5 years it becomes outdated: your business expands, technologies become more sophisticated, and users' devices become more powerful. In order to remain relevant and have the trust of users, the site must fall into modern trends. This requires a redesign.

The life cycle of any site or application can be divided into six stages:

The sixth stage is essentially the final "expiry date" of the site. The competent redesign will help extend the life of the site/application. Only this process has its own "pitfalls" that you should be aware of. Also, considering the cost of UI, it is necessary to understand the following consequences.

The first and most important of them is that people do not like change. Using the application often enough, a person gets used to the functionality and notices even minor changes. Having noticed a change in the way of accessing any function, the user will start to get lost and annoyed. In this way, micro-aggression will occur. And if the changes are too serious, he may even stop using your platform.

One example of a lousy redesign is viewing friends' stories on Snapchat. The designers decided to fundamentally change the functionality familiar to everyone, and combined the stories of friends with the chat, leaving a separate block for stories that are advancing.

Users didn't like this navigation structure, so within a week, the app's average rating dropped from 3.1 to 2.4. Advertising views and revenue decreased by 36%. It was a real disaster, so six months later, Snapchat brought back the original version of friends' stories.

Therefore, it is worth adding small contextual hints if you still want to change the site/application globally. They will help to quickly understand the changes that have taken place.

And now we will consider the main reasons why redesign may fail. Order redesign

The site may lose positions in search engines

If your redesign involves changing the URLs from which you get the majority of your traffic, you should be very careful about key page URLs and setting up redirects. If they are properly configured, SEO will not suffer. Evergreen specialists have experience in redesigning websites without losing rankings.

We recommend: The best tools for UX prototyping

Everything new usually has more errors than the old

This concerns the technical part of the project. In a world where a site or app shouldn't take more than 3 seconds to load, having bugs kill traffic.

Often, because developers and designers want to fit all the best, the platform becomes overloaded. Over time, errors that could have been missed during development appear, and the system starts to work much more slowly. In this way, half of the target audience is lost.

To avoid problems due to redesign errors, test in several stages before running the update. It is best to use a group of users specially allocated for testing. Or launch a beta version and monitor the reaction of the audience.

Lagging behind trends

If you don't follow design trends, but decide to redesign your website or app, you may fail. There is a high probability that your design will be outdated, because of which there is a risk of losing all traffic.

Therefore, when changing the appearance of the application on smartphone screens, you should take into account the operating system (iOS or Android) and how popular applications or sites look on them.

By making the functionality similar to high-converting platforms, you simplify the use of your renewal, which will undoubtedly be a plus. The main thing is not to copy someone else's design and functionality, but to be inspired by them and do better.

A miss with the target audience

Before making any changes, do a thorough analysis of your audience and what they like. Learn to understand her and give her what she wants.

Color is very important for a website or app. The color scheme should not only be "beautiful", but also reflect the theme of the business. Moreover, it is necessary that it corresponds to the target audience. Therefore, when changing the main colors, consider their psychological impact on the user. Read more in our article "Psychological principles in design".

Problems in implementation

When creating something really interesting, designers or developers can "bend the stick". Such a design is very difficult to implement in the system, due to which all kinds of bugs occur or the platform simply does not start.

A good example is the pizza maker from Mamamia. Due to a poorly designed system, a good idea turned into a complete bug, and the traffic to the site began to fall. As a result, we had to spend a lot of time and resources correcting all the inaccuracies.

A similar situation occurred during the redesign of Skype. The redesign affected not only the appearance of the system, which became much more inconvenient to use, but also the tech stack, due to which Skype began to hang and work worse than before.

Following the example of Skype, it becomes clear that there are certain risks when developing or updating software. Therefore, identifying and mitigating risks in software development is an essential part of the planning stage.

Why is it necessary to update the site UI every 5 years?

Useless redesign

There are known examples when the redesign is done only to make the site look new, while updating only the colors, the shape of the buttons, and the logo. This approach brings only negatives to the business, as time and budget were spent, and site traffic remained at the previous level or even fell.

If you still decided to redesign the site or application, you should clearly think about how to improve not only the appearance (UI) but also the functionality of the site (UX).

Although the redesign brings tangible benefits, it is always associated with the risks described above. To avoid them and increase traffic and conversion, you need to choose a competent designer who will make your resource better.

At Evergreen, we have more than 5 years of experience in UI/UX design of various resources and applications. Do you want to know exactly what we can offer you? Get in touch, we are always happy to take your business to the next level.

Not sure if you should take the risk with a redesign? We will help you make a decision!