Recently I’ve been doing some UX coaching with companies. For these companies, they have their own internal UX designer or team, but they know that they are stuck in the weeds. So, they look to me to be that second set of eyes and coach them on how they can move faster, see what they’re missing, and make smarter product decisions.

Two of these companies both said to me, “we think we need to redesign”. But, I immediately told them, “don’t do it”. Why would I tell them to not redesign? Hey, it would have been a great project for me! The truth is, redesigns take up a lot of time and they can be quite expensive.

Contrary to what you think, a redesign is not going to solve all your problems.

There are many issues with redesigns, but I want to focus on one. When you redesign, you end up changing a lot at once. As a result, it’s hard to figure out what actually had impact.

If you’re not measuring your UX, then you’re doing it wrong. It’s not about making a shiny homepage or a sleek checkout. You must be able to figure out how to achieve business goals while delivering a great experience for the user.

This is why I normally recommend that before a company redesigns their product or service, they spend a good amount of time making and measuring fast and frequent changes. This will equip you with a ton of knowledge that can inform your redesign when the time is right.

I have 3 slots for new UX coaching clients right now. So if you want someone to be your UX co-pilot and help keep you and your team out of the weeds with fast, frequent, and actionable feedback then contact me.