Since you're here, you're probably going through a website redesign or are at least considering one. Maybe your site is looking outdated and you feel it's time for a change, or maybe there's an issue of stagnant traffic and decreasing conversions you want to tackle by redesigning the experience.

Whatever the cause, in our experience a redesign can solve a lot of problems, but-if done wrong-can also ruin entire businesses (you'll read a story about that below). This guide is obviously here to help you carry out a successful redesign.

We believe that what is good for customers is good for business, and our central thesis in this guide is that the best, safest, and most effective way of doing a website redesign is by approaching it with customers in mind. This chapter covers the 6 core questions and 6 must-haves of a customer-centric redesign; chapter 2 takes you through a step-by-step research framework to help you collect the customer-centric insight you need; chapter 3 wraps up with a few dos, don'ts, and tips about website redesign we learned from our experience and that of other UX, web design, and optimization pros.