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Incremental Redesign: A more manageable approach to improving ...
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Incremental Redesign:A more manageable approach to improving your Web site
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Incremental Redesign
History of a classic user interface
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1912 Ford Model T
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1928 Pontiac
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Incremental Redesign
1932 Ford Roadster
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Incremental Redesign
1959 Mercedes Benz
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Incremental Redesign
1975 Chevy Nova
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1979 Chevy Nova
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Incremental Redesign
2001 Porsche 911
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Incremental Redesign
2005 Lincoln Town Car
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Incremental Redesign
2005 Lincoln Town Car
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Incremental Redesign
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Incremental Redesign
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The Redesign Wringer
01.1999 01.2000 07.2000 08.2001 08.2002 08.2003 08.2004
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- We’re not exactly sure what we’re doing.
Big rollouts (especially regular ones) send the wrong message.
- We’re more interested in playing with designs than serving users.
- We’re basing our designs on internal decisions, not on user requirements.
- We’re more interested in changing designs than dealing with the big picture.
- We’re treating our Web presence like print media.
- Our priorities are constantly shifting.
Incremental Redesign
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Big rollouts drive users crazy
- New AND returning users have to learn where to find everything all over again.
- The user support network breaks down.
- Users frequently have to learn a new taxonomy and terminology.
Incremental Redesign
- No matter how carefully you try to inform users, big rollouts still come as a surprise.
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Incremental Redesign
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Incremental Redesign
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Incremental Redesign
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Incremental Redesign
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Big rollouts drive users crazy
- New AND returning users have to learn where to find everything all over again.
- The user support network breaks down.
- Users frequently have to learn a new taxonomy and terminology.
Incremental Redesign
- No matter how carefully you try to inform users, big rollouts still come as a surprise.
- Users are disturbed by dramatic (or what they perceive as dramatic) site changes.
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Incremental Redesign
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Big rollouts…
Incremental Redesign
… take months to accomplish.
… consume vast quantities of resources.
… frequently require simultaneous maintenance of two Web sites with the same content. … encourage “design by committee.”
… can become obsolete even before they’re done.
… bog down Web teams. Divert them from issues that require a more immediate response.
… become unwieldy and disjointed over time.… almost always take longer than everybody wants.… lead to proliferation of site-wide mistakes.
… frequently require needless content freezes.
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Big rollouts…
Incremental Redesign
… are hell to document.… are hell to manage.
… are hell to troubleshoot.
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- When a site is in such disarray that every layer needs to be replaced:
There are times when a big rollout makes sense
Incremental Redesign
- When the organization undergoes a drastic change in identity (and how often does that happen?).
- When you are migrating to a completely new architecture. MAYBE.
- new architecture - new technology - new organization
- new navigation- new content
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Incremental Redesign
Incremental Redesign
“simplicity, communication, feedback, and courage”
~ Ron Jeffries on Extreme Programming
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- Keep your users close: Make them part of the ongoing development.
Principles of Incremental Redesign
Incremental Redesign
- Integrate site changes in small doses. Do this regularly and often.
- Apply rigorous testing, evaluating, validation.
- Document, but don’t get bogged down in this.
- Adhere to Web standards. Make usability your mantra.- Leverage reusable objects.
- Practice team programming (if you’ve got the team).
- Fix the bugs they find QUICKLY.- Accept that you will learn as you go. And that your users are your primary teachers.
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Examples of Incremental Redesign
Incremental Redesign
eBay.com
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Examples of Incremental Redesign
Incremental Redesign
eBay.com
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20042003
Examples of Incremental Redesign
Amazon.com
2005
Incremental Redesign
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Examples of Incremental Redesign
das.psu.edu
Incremental Redesign
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Examples of Incremental Redesign
das.psu.edu
Incremental Redesign
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Examples of Incremental Redesign
das.psu.edu
Incremental Redesign
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Clutter Creep amazon.com
Watch out for
Taped-on Features
Bolt-On Technologies Rabbiting Technologies
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Advantages of Incremental Design
- Far more manageable – especially for small teams and lone Webmasters
- Nearly painless for users
- Can make better use of part-time, temporary employees, i.e. students
- Far less large-scale trouble shooting
- Users are happier with your product
- Allows for prototyping and perfecting technologies before moving on
- Documentation less cumbersome
- Simpler rollback, if necessary
- Easier to collect and manage content
- Users are more involved - easier to get more frequent user feedback- Usability studies more focused, less amorphous
- Easier to manage content providers
- More feasible to drop technologies that are not working- Conversion of future sections becomes increasingly a breeze
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Advantages of Incremental Redesign
More fun. Less burnout.More creativity. More innovation.
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Further Reading
The Quiet Death of the Major Re-Launch … Jared Spoolwww.uie.com/articles/death_of_relaunch
Designing Embraceable Change … Jared Spoolwww.uie.com/articles/embraceable_change
What is Extreme Programming? … Ron Jeffrieswww.xprogramming.com/xpmag/whatisxp.htm
Extreme Programming: A Gentle Introduction … J. Donovan Welleswww.extremeprogramming.org
Incremental Redesign