The redesign of a digital medium is never just a technical project: it's a mirror that shows how a company operates, where it hesitates, what it really values and what it neglects. That's what I particularly like about redesigns: a period of lucidity to review intentions, vision and processes. For a management team, it means asking the question of what it wants to say and to whom it wants to say it.
Re-engineering means accepting to sort things out, to choose, to give up what is no longer useful. We take the time to imagine how digital technology will fit into the company's overall strategy. This sorting out and these choices - much more than the graphics or the tools - are the key to success. are the real heart of a successful redesign. This article gives an overview of the questions to ask yourself before redesigning a site, which can also be used as part of a scoping audit prior to redesign.
Questions to ask yourself before embarking on a redesign project
1 - What really doesn't work any more?
Not what we no longer like visually, not what has aged but what prevents people from understanding, acting or progressing on the site.
For example: text that's too long, a form that's too daunting: these are all small details that end up wearing out users' patience. In short, anything that impedes the clarity or efficiency of the user experience should be the real priority when it comes to redesign.
2 - Will users be listened to?
Without user feedback, we often repeat the same mistakes... only more beautiful. Observing and understanding usage must come before graphic design. A well-designed site is one that has been tested, observed and discussed. Even some concrete feedback from users can reveal problems that no meeting had identified.
3. Is the technical team ready?
Good design is useless if no one knows how to maintain it or interconnect it. When redesigning a site, you need to think in terms of ease of maintenance and consistency between content and form. Otherwise, you create technical problems right from the start. Involve technical teams early in the project saves time, avoids unpleasant surprises and ensures that the new site remains solid over time.
4. Have we defined what «successful» redesign means?
A redesign without a clear objective is like a journey without a destination. Before you start, you need to know what you want to improve: loading time, message comprehension, conversion rate, brand image or user satisfaction. When the goal is clear, every decision becomes easier to justify and more coherent in the long term.
5. Will the content be reviewed?
Changing the design without revising the words is like repainting damaged walls. Words are the user's first experience: they need to be simple, useful and real. Well-written text provides guidance, reassurance and the desire to move forward. If we keep the old content, we keep the old problems. A redesign is also an opportunity to review the tone, the hierarchy of messages and the way in which an organisation addresses its audiences.
6. What are the problems with the current site?
A disorganised website often reflects a confused organisation. Inconsistencies visible online often reflect internal silos, unclear responsibilities or a lack of shared vision. Re-engineering also means rethinking the way we work together, communicate and make decisions.
Before redesigning a site, it's important to understand that it's not just a digital project: it's about clarity and meaning. It's the moment when an organisation can choose to be more legible, more coherent and more aligned with its values. And sometimes, the real overhaul that needs to be done isn't the website: it's the vision, the way we express ourselves and our values. the place that digital technology occupies at the heart of the company. Because a clear site is not just a successful site: it's the sign of a company that knows where it's going and why.
Free resource
Preparing for a redesign: the right questions before taking action.
6 things to check before starting from scratch.