WHEN NOT TO REDESIGN
A full redesign is expensive: it burns time, introduces regressions, and often delays learning. If your core value is solid but conversion is weak, start with UX “surgery,” not “plastic surgery.” Signals you should optimize instead of redesign: - Users understand the product but drop during key steps (signup, checkout, activation) - Support tickets repeat the same confusion points - Analytics show sharp drop-offs between 1–2 screens - Sales/CS can sell it, but self-serve struggles Your goal is to improve outcomes while keeping visual/engineering risk low.
FIX THE CRITICAL FLOW FIRST
Pick one money flow: trial → activation, demo → signup, checkout, upgrade. Map it end-to-end, then mark: - Steps that require “thinking” (choices without guidance) - Steps with low trust (pricing surprises, unclear terms) - Steps with high effort (forms, verification, configuration) Practical tactics: - Reduce steps (merge screens, remove optional fields) - Add progressive disclosure (advanced options later) - Clarify next action (single primary CTA) - Add “why” microcopy near blockers (e.g., why you need a phone number)
MICROINTERACTIONS THAT REDUCE ANXIETY
Users hesitate when the system feels unpredictable. Microinteractions don’t mean fancy animations—think feedback and confidence. Examples: - Inline validation instead of errors on submit - Loading states with honest messaging (what’s happening, how long) - Save indicators (autosave + last saved timestamp) - Undo for destructive actions - Preview before commit (plan, invoice, changes) Rule: use motion and feedback to answer “Did it work?” and “What happens next?”
MEASURE IMPACT WITHOUT OVERCOMPLICATING
You only need a few metrics per experiment: - Primary: conversion of the flow (e.g., activation rate) - Guardrails: churn/refunds, support tickets, time-to-complete - Quality: drop-off per step, error rate Start with a baseline, ship the smallest change, compare cohorts, and document learnings. A weekly cadence beats a perfect plan.
QUICK WINS CHECKLIST
Use this as a fast pass: - Is the value proposition visible on the first screen? - Is there exactly one primary CTA per screen? - Can users recover from mistakes (undo/back)? - Are errors actionable (what + how to fix)? - Are forms minimal and autofill-friendly? - Is pricing transparent (no surprises)? Ship 3–5 fixes, then re-check analytics and support feedback.
