A key characteristic of a successful tech company is its ability to keep up with trends and remain competitive. In practice, it means reworking existing products to accommodate changes in users’ needs, implementing new technologies or functionalities, extending the product lifecycle, etc. However, redesign is not a simple task, as it requires time, money, and human resources. So, you need to be 100% sure that redesign is essential before you embark on this task. This article explains when it’s time to start thinking about reworking the product to achieve your business goals.
What is Product Redesign?
Redesign refers to introducing major design changes that allow the product to remain competitive. Other goals include boosting revenue, lowering bounce rates, and improving user experience. The redesign is more extensive than an update and less resource-demanding than developing a new product from scratch. This process usually involves improving UI UX design through revisions of the code, content, and structure of the product to serve your users better.
For instance, you may do the following things:
- develop a new brand identity (new logos, color schemes, visual effects, etc.)
- restructure web pages UX and UI-wise (e.g., change the placement of interface elements)
- update information architecture
These changes should all be introduced with data in mind and be justified in terms of business goals. In other words, there’s no need to rework your product simply because you want it to look differently.
A redesign should be differentiated from a refresh, with the latter being a minor product rework. Refresh does not change the core structure and functionality of your product. Perceive it as changing the outfit or adding accessories to look more fashionable.
Signs That I May Need a Major Design Rework
The Product Does not Represent the Company
Companies constantly evolve, and so should their products. Therefore, it’s essential to regularly check whether the product matches up with the company’s goals, values, and business strategies. If you feel that it does not mirror all these things effectively, you will likely benefit from a redesign.
Data Points to the Need for Redesign
Imagine you have an app. For the past several months, your customers have been complaining that the app is obsolete and doesn’t work correctly. You also see that some of your customers did not renew their subscriptions. Alarming signs, right? If you have data that your product will become more competitive, relevant, and appealing to customers after the redesign, then don’t hesitate – go for it!
Another popular reason for design is limited product functionality. For example, you created your product with desktop use in mind, but many of your clients use mobile devices to access it. As a result, they face some problems accessing content, loading, etc. The redesign will help you make your product more responsive and relevant to different contexts.
Poor traffic is not good either, as it means that your product is not working as it should. There may be many reasons for this, such as the lack of keywords, ineffective optimization, slow loading speed, etc. If you noticed that the traffic has become critically low, it’s time to speak to your UI/UX designers and see what design revisions could address the problem.
Invisibility to Google
If people cannot Google you, you don’t exist. If your product remains invisible to the customers because it does not appear on the Google search results, it’s a bad sign. A major rework is essential in such cases.
No Alignment with New Marketing Strategy
Companies often rely on the trial and error method and adjust their marketing strategies with time to get optimal outcomes. If you’ve implemented a major marketing strategy revision lately, you also need to check whether your product fits it. No matter how much you enjoy the product, sometimes it needs more work to bring the best results.
Competitors Look Way Better
Another way to understand whether a redesign is needed is to check the competitors. See what products they offer, how well they function, and, more importantly, whether they look and feel much better than your product. If you see that your product is inferior in many ways, don’t hesitate – redesign is urgently needed until you lose your market share! Keeping up with competitors may feel stressful and resource-consuming, but this is what may help you innovate and remain relevant.
New Product, Redesign, or Status Quo
When issues pile up, and you feel that the product does not correspond to your business goals, you may feel that developing a new one from scratch may be more justified. However, don’t let the emotions take over and be aware of the risks and resource demands:
- Designing a new product is costly
- It won’t necessarily be better if you fail to find the cases of the first product failure
- Clients will be lost halfway while you create a new product
So, unless a new product is absolutely essential to your company’s survival, try to identify the major issues in your current product design and start addressing them, one step at a time. Your customers will enjoy seeing the progress you make!
Sometimes, neither a redesign nor a new product is financially justified. As long as the product helps you achieve your business goals and leave clients satisfied, you are good. Check the following data:
- Customer engagement
- Customer satisfaction
If you don’t see any alarming signs and the product is working as intended, postpone major redesign until it’s unavoidable.
There are no universal rules as to when product redesign should be considered. However, it generally takes about 2-3 years for the product design to become obsolete. If you upgraded your design several years ago, it’s probably time to assess its functionality and relevance.
Professional help is highly recommended for product redesign. The thing is that there is a ton of data and analytics to be processed to decide on the design improvements, which novice UI/UX designers may not be able to do. The design process itself requires skills and knowledge, meaning that the better the design company you choose, the greater the chances for success are for your product.