Product Redesign

What is a product redesign?

A product redesign is where you completely overhaul your product and make sweeping changes to its UX, functionality, and product architecture. It goes beyond an everyday update of your product, instead reshaping the product into something that’s almost unrecognizable from the previous iteration. 

A product redesign is like giving your product a complete makeover. It’s not just a lick of paint, it’s a full-on renovation, changing things that the user will see (like the design and functionality) as well as things they won’t (like the code and strategy). 

The whole purpose of a product redesign is to update your product so that it matches user needs and keeps up with the changing expectations of your industry. 

A product redesign can touch on things like the user interface and functionality and also often comes with a reshaping of the overall product vision. It’s all about doing what it takes to keep up with changing technology, trends, and ever-changing user needs. 

Of course, a product redesign is a huge undertaking with many steps along the way. The process all starts with analyzing what’s working (and what’s not), and then from there, teams brainstorm, design prototypes, and test, test, and test again. 

A product redesign is iterative, collaborative, and sometimes messy, but it’s all part of getting the final product right.

A product redesign might involve:

• UI/UX overhauls: Think slicker layouts, streamlined workflows, and intuitive navigation.
• New features: Be it adding what you’re lacking, or introducing completely new concepts. 
• Performance upgrades: Faster, better, and smoother functionality to keep frustrations at bay.
• Branding refresh: Aligning the product’s look and feel with your company’s evolving story.

But remember – a product redesign is more than just the visuals. Strategy is involved here too. A well-executed redesign involves mapping out a clear roadmap, making sense of user feedback, and collaborating with stakeholders to ensure every change serves a purpose.

Product redesigns can be daunting. Juggling user demands, technical limitations, and time constraints isn’t for the faint of heart. But with a solid game plan, you’re not just updating a product; you’re reimagining its future. 

Ready to dive in? Let’s explore how to do it right.

Product redesign vs. product design refresh

Let’s clear things up before these two terms cause any confusion. You may see product redesign and product design refresh used interchangeably, but these are not the same thing, even if they often get lumped together.

A product design refresh is like updating your wardrobe – new colors, modern cuts, and maybe a fresh accessory or two. It focuses on visual tweaks, like rebranding, changing the position of a CTA button on a page layout, or updating your color palette. The product’s functionality is mostly untouched, and the underlying code sees little action.

On the other hand, a product redesign is a full transformation. It’s like updating your wardrobe while also getting a new hairdo, spray tan, maybe some work done, and a new personality to the point where you’re unrecognizable. It reimagines both how the product looks and works, often rewriting significant chunks of code to simplify workflows, add features, or revamp the user experience from the ground up.

Although different, these lines can blur. A simple refresh can spiral into a redesign if changes start impacting functionality. So, if your updates alter how the product feels and functions, you’ve crossed into redesign territory.

How do you know when it’s time for a product redesign?

Redesigning your product isn’t a decision you should take lightly. It’s a time-intensive process that should only be done when the time is right and the warning signs are there. 

Once your product is showing signs that it needs to be reborn and refreshed, only then should you move ahead with this process. A product redesign can breathe new life into your product and keep it competitive. So, how do you know it’s time? Here are the tell-tale signs.

You have an outdated look and feel

If your product’s design feels like it’s stuck in a time warp, it’s probably time for a product redesign. A dated interface can signal to users that the rest of your product might not be up to modern standards – even if that’s not the case. 

Freshening up your design keeps your current users engaged and helps make the right first impression on new ones. A good product redesign can help you cement your product positioning within your market.

You’re struggling with low performance metrics

Struggling to convert new users or keep existing ones around? Poor performance metrics like user retention and adoption rates may signal that a redesign should be in your future.

Dropping numbers could mean your product no longer meets user expectations or needs, making it time to reimagine the experience.

You get negative customer feedback

When users take the time to tell you your design isn’t cutting it, listen up. 

Getting useful customer feedback is really powerful for Product Managers. Negative feedback on usability and design is direct evidence that your product may need to be reworked. But this isn’t just criticism, it’s a blueprint for improvement. 

Redesigning your product based on user insights can rebuild trust and satisfaction, and lead you to a version of your product that more users enjoy and see value in.

You’re expanding into new markets

Tapping into new audiences often requires more than just a translation. Expanding into global markets may mean adapting your design to suit different languages, cultures, and user behaviors. 

This may mean you’ll need to go through a major product redesign.

You’re adding new features or product upgrades

Adding new features or tackling technical debt can quickly outgrow your current design, depending on the product architecture you’re using. A redesign helps accommodate these changes while keeping your product scalable and user-friendly.

What are the benefits of a product redesign?

A product redesign is more than just a facelift – it’s a real opportunity to enhance your product and drive growth. By undergoing a product redesign properly, you’re making your product better. Here are some of the key benefits:

Improved usability

A redesign can make your product more intuitive and user-friendly, helping customers accomplish their goals more efficiently. This improved usability translates to a better overall user experience.

Higher customer satisfaction

By addressing pain points and incorporating user feedback, a redesign shows your customers that their needs matter. This not only increases satisfaction but fosters loyalty and trust in your brand.

Increased market competitiveness

A modern, well-designed product stands out in a crowded market. By staying relevant and innovative, you can attract new users and keep existing ones engaged.

Boosted conversion and retention rates

An improved design can directly impact your bottom line by encouraging more users to convert and stick around. Smoother onboarding and better functionality keep users coming back for more.

Stronger brand image

Investing in redesigning your product signals to users that you value quality and continuous improvement. This enhances your brand’s reputation and encourages customers to become advocates for your product.

What are the main types of product redesign?

When it comes to product redesign, there are two main approaches you can take: 

Evolutionary redesign and revolutionary redesign.

Both serve a different purpose and suit different scenarios depending on your product’s needs and goals. Here’s a breakdown:

Revolutionary product redesign

A revolutionary redesign is a complete overhaul. Think of it as hitting the reset button on your product. This approach involves replacing the old design with an entirely new one, often making the product feel brand-new. It’s typically used when the current design is too outdated or misaligned with user expectations and needs a significant transformation to stay relevant.

The transition can be immediate, where the old version is replaced outright, or gradual, where users can try the new design while still having access to the old one before the full switch. While revolutionary redesigns can be risky due to their scale, they’re impactful when done right, breathing fresh life into your product and making a bold statement in the market.

Evolutionary product redesign

An evolutionary redesign, on the other hand, is a more gradual approach. Here, changes are introduced incrementally – one feature or section at a time – without disrupting the entire product. This method is less jarring for users, as they adapt to updates naturally over time.

Evolutionary redesigns are perfect for products needing frequent updates to address user feedback or evolving demands. They allow teams to test changes in real-world scenarios, reducing risks and enabling continuous improvement without overhauling the entire product at once.

Both approaches have their merits, and the right one depends on the scope of change and the challenges your product faces.

How to do a successful product redesign

Redesigning a product is hard. And it’s also risky. A lot of time, effort, and money goes into a product redesign, so it’s not something that you’d want to get wrong. 

To oversee a successful product redesign, you need a structured approach that balances strategy, user insights, and execution. Here’s a step-by-step process to guide Product Managers through a successful product redesign:

1. Define your goals and objectives

Every redesign must begin with a clear purpose. Identify what you aim to achieve: be that addressing user pain points, boosting engagement, improving performance, or staying ahead of competitors. 

These objectives should align with your overall business strategy. Use frameworks like SMART Goals to ensure your goals are actionable and focused. This clarity will guide decisions throughout the redesign process.

2. Analyze the current product

Before jumping into solutions, you first need to know your problems. 

Take a detailed look at the product as it exists today. Assess its features, usability, and performance. Identify areas where it’s falling short or no longer aligns with user needs. 

You’re going to have to do a hell of a lot of product research in this step, to get a full understanding of where your current product is letting you down. This step creates a baseline for measuring the impact of your redesign and ensures you’re addressing the right problems.

3. Conduct user research

Gather insights from your users to understand their experiences, needs, and pain points. Use surveys, interviews, and analytics tools to collect both qualitative and quantitative data. 

This research will help you pinpoint areas for improvement and prioritize changes that resonate most with your audience. Remember, user input is the foundation of an effective redesign.

4. Pair research with usage analytics

Users don’t always articulate their challenges very well, so complement their feedback with data from product usage analytics. Tools like heatmaps, session replays, funnel analysis, and cohort analysis can reveal hidden friction points and highlight opportunities for improvement. 

Together, user research and analytics provide a comprehensive picture of how your product is used and where it needs to evolve.

5. Ideate and prototype

Translate your insights into actionable solutions. Begin with brainstorming sessions to generate ideas that address the identified issues. Create prototypes and an MVP for initial feedback and high-fidelity versions as concepts take shape. Prototyping allows you to test your ideas quickly without committing to full development, minimizing risks and saving time.

Invite users to provide feedback through user testing or beta programs. Use their input to refine your designs, ensuring they meet both user expectations and business goals.

6. Communicate the redesign to stakeholders and users

Transparency is key when introducing significant changes to your product. Communicate with internal stakeholders to ensure alignment and with users to prepare them for the redesign.

Use email campaigns, release notes, in-app messages, and social media to highlight how the changes will improve their experience. Build excitement while addressing potential concerns to ease the transition.

Once the redesign is finalized, roll it out thoughtfully. Depending on the scale, consider a phased release or beta testing to mitigate risks. A well-executed launch sets the tone for user adoption and satisfaction.

7. Monitor performance post-launch

The product redesign doesn’t end at launch. You still have work to do. Track key metrics like engagement, retention, and conversion rates to measure their impact. Keep an eye on various Product Management KPIs and metrics to identify areas that may still need tweaking. Collect user feedback to understand their reactions and address any lingering concerns.

Need a hand on what metrics to keep an eye on? We’ve got an ebook covering all the best ones.

8. Iterate and improve

No redesign is ever truly finished. Use the data and feedback collected post-launch to identify opportunities for continuous improvement. There are always ways to make things better. 

Of course, you don’t want to do another product redesign right after the first. Instead, prioritize incremental updates to fine-tune the user experience and stay responsive to evolving needs. By adopting an iterative mindset, you make sure your product remains relevant and valuable over time.

What are the risks of a product redesign?

Embarking on a product redesign isn’t a decision to be taken lightly. While a successful redesign can reinvigorate your product and delight users, the risks of rushing the process or skipping critical steps can be substantial – and often costly. Here’s what can go wrong:

Alienating existing users

Your loyal user base is your product’s backbone. A poorly executed redesign risks driving them away, especially if it disrupts their workflows or removes features they depend on. Users don’t want to feel like guinea pigs for untested changes, so failing to validate your ideas through user testing or ignoring feedback can lead to frustration, customer churn, and negative reviews.

Missed business goals

A redesign without clear objectives is like wandering in a fog. If you don’t define measurable goals upfront – whether it’s improving retention, driving revenue, or solving specific pain points – you risk wasting resources on changes that look good but don’t deliver value to you or your customers. Worse, you might solve the wrong problems altogether.

Make sure your product redesign helps you achieve your business goals and is aligned with the same North Star metric.

Overlooking user needs

Designing in a vacuum – or worse, making redesign decisions based on assumptions – can result in a product that looks polished but doesn’t actually address user pain points. Neglecting thorough research and testing can introduce new issues while failing to resolve the old ones.

Negative market perception

A botched redesign risks damaging your reputation. If users and competitors perceive your product as inconsistent or unreliable, it can erode trust and market share, which takes years to rebuild.

A fresh start

Embarking on a product redesign is both a challenge and an opportunity. It’s a chance to address user needs, modernize your offering, and differentiate yourself in a competitive market. Whether you’re tackling outdated designs, low-performance metrics, or planning for growth, a thoughtful redesign can redefine your product’s future. 

From the initial goal-setting to analyzing data, gathering user insights, and iterating through prototypes, every step builds towards a product that aligns with user expectations and business objectives.

Choosing the right approach – be it evolutionary or revolutionary redesign – depends on your specific goals and the scale of transformation required. Both methods come with unique advantages, and balancing user needs with strategic foresight ensures you’re creating a product that resonates with your audience. While the process may be demanding, the payoff is worth it.Redesigning goes deeper than pure aesthetics; it’s about making your product work better for your users and your team. Tools like ProdPad simplify that process by tying your validation and research directly to your product roadmap. Centralize your efforts and turn insights into action.

Try ProdPad for free and create a roadmap that leads to success.