Write down what is not working
Use evidence where it exists: repeated customer questions, abandoned forms, poor mobile use, slow pages, difficult content updates or a product flow that causes support requests.
Separate four kinds of problem
- Positioning: people cannot tell who the offer is for or why it matters
- Content and structure: important information is missing or difficult to find
- Experience: journeys are confusing, inconsistent or inaccessible
- Engineering: the site is slow, fragile or difficult to maintain
Keep what still serves the business
A redesign does not need to discard every recognisable element. Retaining useful content, familiar paths and working technical foundations can focus investment on the parts that need change.
Make the new direction tangible
Prototype the most important journeys and representative page types before producing every screen. That creates a shared language for content, interaction and technical decisions.
Define success before launch
Choose a small set of business and user signals that match the reason for the redesign. A different appearance is visible immediately; a better outcome needs a measure.