A website redesign isn’t just about giving your site a facelift; it’s about creating an experience that truly connects with your users. To make that happen, you need solid user experience (UX) research.
UX research is the process of studying your users’ behaviors, needs, and motivations through a variety of observation and feedback methods. Before diving into a redesign, UX research helps you uncover what’s actually working (and what’s not), so you can avoid costly missteps and focus on changes that truly improve the user experience.
By following some tried-and-true methods from the UX research process, you can ensure that your redesign decisions are based on real user insights rather than guesswork.
1. Define your research goals.
Before you start gathering data, you need to know what you’re looking for. Ask yourself:
- What problems are users facing on the current website?
- How do users behave and what do they expect?
- Which design elements are working and which aren’t?
- Where are the biggest opportunities for improvement?
Clarity on these objectives will make your research more focused and actionable.
2. Conduct user interviews.
Direct user feedback provides invaluable insights into their needs, expectations and pain points. To get a well-rounded perspective, consider interviewing existing customers, potential users and industry experts.
Ask open-ended questions about their experience, frustrations and what they wish the website did better. The more insights you gather, the better your redesign will serve your audience.
3. Analyze surveys and website analytics.
Surveys help you collect data from a larger audience, giving you a broader view of user needs. Keep your questions focused on ease of navigation, content clarity and desired features and improvements.
Note: Remember that just because a user mentions they want a feature, doesn’t always mean that feature will solve the problem they’re encountering. That’s why using research methods other than surveys and interviews are also important.
Meanwhile, your website analytics can highlight problem areas. Look at:
- Bounce rates: Are users leaving too soon?
- Click patterns: What elements do they interact with?
- Traffic sources: Where are users coming from?
- Conversion rates: Are they completing key actions?
4. Conduct usability testing and heatmaps.
Before making any major changes, observe how real users interact with your site. Usability testing tools such as Hotjar or User Testing allow you to pinpoint where users get stuck. Pay attention to:
- Navigation challenges
- Confusing UI elements
- Unclear calls to action
- Typography and color schemes
Heatmaps add another layer of insight, showing where users click, scroll or drop off. These visual cues help identify areas that need improvement.
Note: While AI and other tools such as contrast checkers are helpful, it’s always good to remember that robots aren’t always accurate. For instance, with color contrast checkers, robots often flag combinations that in real-life tests, functioned better for visually impaired users than the suggested contrast combination that the robot flagged as “accessible.” Always test your solutions with real users if you can, and use these tools as a supplement or starting point instead of leaning on them as a replacement for user research.
5. Optimize navigation with A/B testing and card sorting.
Now that you have data, it’s time to refine the details. A/B testing lets you experiment with different versions of key pages to see what works best. This involves showing two versions of a page — version A and version B — to different segments of your audience and measuring which one performs better, based on specific goals such as click-through rates, form completions or time on page. You can A/B test elements like headlines, images, layouts or calls to action to see what resonates most with users.
For complex navigation structures, card sorting and tree testing ensure users can easily find what they’re looking for. Card sorting asks users to group and label website content in a way that makes sense to them, helping you structure your site around their mental models. Tree testing is the reverse; it evaluates how easily users can find specific information in your existing or proposed navigation structure, without the influence of visual design. These methods help create a seamless browsing experience.
Preparing for a successful redesign
Aesthetics are an important part of a website redesign, but even more important is making the user experience seamless and intuitive. Using the methods above, you’ll gather the right insights to make informed design decisions, leading to a site that’s both effective and user-friendly. Know your audience, analyze data, and refine your approach to ensure a smooth and successful website relaunch.
If you want to see examples of award-winning website design, here are four websites the MCI USA creative team has designed for our clients:
Accreditation Council for Genetic Counseling (ACGC)
2023 EXCEL Award Winner
Mission MSA
2024 Gold dotCOMM Award Winner
National Association of Realtors Media Kit
2025 Gold MUSE Award Winner
WOCNext Exhibit & Sponsorship Sales Kit
2025 TRENDY Award for Best Exhibitor Sales Kit
Alex Huffman is a creative services UX designer for Association Solutions at MCI USA.
