From the course: Fundamentals of a Redesign
Reasons to redesign
- If you ask a designer why a company changed the logo or redesigned the website, many will answer, the old version was ugly. Now, if you ask a CEO the same question, he or she will tell you how the redesign addressed a business issue. It had nothing to do with aesthetics. Imagine that you opened a new donut shop, it does well, but to grow into a larger brand, you need to hire a designer to redesign the logo and store design. The design fees and cost to print all new materials and build a new store will be over 300,000 dollars. Chances are pretty good that you're not going to spend that much money just because the old version was ugly. You expect to make that money back and increase business. A redesign is based on a clients goals. Your solution will need to address specific issues. These can vary and include the goal to expand regionally, increase market share, and attract a different audience, or the client wants to launch a subsidiary business or product. The client may decide to move into another business. For example, Tesla is expanding beyond being only an automobile company. Today, they produce energy storage devices, solar power systems, and are working with a range of energy related products. On the less upbeat side, a client may need to redesign because the old design is tied to a scandal or public failure. Or the world has changed and what was once a respected industry is now seen as detrimental, such as an oil company. Then there is the marking the territory reason. When a new CEO or marketing director moves in, suddenly the old, and perfectly fine designs are not good anymore. We're then called to redesign the work and make sure the new solutions meet the new players goals. And finally, the need may be based on logistics and finances. A new package can reduce costs and increase profit on a product. Or simplifying a complex website structure may make the site more accessible for client changes and updates. Even a small evolution such as eliminating company forms from printed paper to a new digital solution saves money and resources. It may not save a forest, but every grain of rice tips the scale a little more.
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