EP329: Measuring The Tangible & Intangible Impact of Website Rebrands and Redesigns

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