The (Re)Design: Embracing Change in Design Series

This article is part of the The (Re)Design: Embracing Change in Design series. You can find the complete list of articles in the series at the end.

Introduction

To truly understand the power and potential of redesign, it is helpful to examine real-world examples of successful redesigns that have effectively adapted to changing user needs and technological landscapes. In this chapter, we will explore several case studies of organizations and products that have undergone significant redesigns and have achieved notable success as a result.

Case Study 1: Airbnb

One notable example of a successful redesign is Airbnb, the popular online marketplace for vacation rentals and experiences.

In 2014, Airbnb undertook a major redesign of its website and mobile app to create a more immersive and engaging user experience that would better showcase the unique properties and experiences available on the platform.

The redesign involved a complete overhaul of the visual design and user interface, with a focus on large, high-quality images, simplified navigation, and more personalized recommendations based on user preferences and search history. The redesign also introduced new features such as "Wish Lists" and "Experiences," which allowed users to save and share their favorite properties and book unique activities and tours in addition to accommodations.

The results of the redesign were impressive. Within a year of launching the new design, Airbnb saw a 20% increase in bookings and a 50% increase in mobile bookings. The redesign also helped to position Airbnb as a more premium and aspirational brand, attracting a wider range of users and hosts to the platform.

Case Study 2: Gov.uk

Another example of a successful redesign is that of Gov.uk, the official website of the UK government. In 2012, the UK government undertook a massive redesign of its online presence with the goal of creating a more user-friendly and efficient platform for citizens to access government services and information.

The redesign involved consolidating hundreds of separate government websites into a single, unified platform with a consistent visual design and user experience. The new design prioritized simplicity and clarity, with a focus on plain language, intuitive navigation, and mobile-friendly layouts.

The redesign's results were significant. Within a year of launching the new platform, Gov.uk saw a 50% increase in user satisfaction and a 75% reduction in the cost of maintaining government websites. The redesign also helped to streamline and improve the delivery of government services, with users reporting faster and more efficient interactions with government agencies.

Case Study 3: Duolingo

A third example of a successful redesign is that of Duolingo, the popular language-learning app. In 2018, Duolingo launched a major redesign of its app with the goal of creating a more personalized and engaging learning experience for users.

The redesign involved a complete overhaul of the app's user interface and learning algorithms, with a focus on adaptive learning and gamification. The new design introduced features such as personalized learning paths, in-app rewards and achievements, and social learning opportunities through user forums and leaderboards.

The results of the redesign were impressive. Within a year of launching the new design, Duolingo saw a 30% increase in daily active users and a 50% increase in user engagement. The redesign also helped to solidify Duolingo's position as a leader in the language learning market, with the app consistently ranking as one of the most downloaded education apps worldwide.

Lessons Learned

User Needs and Preferences

These case studies offer several valuable lessons for designers and organizations undertaking redesign projects. Perhaps the most important lesson is the importance of putting user needs and preferences at the center of the redesign process. In each of these examples, the redesign was driven by a deep understanding of user needs and pain points and a commitment to creating solutions that would better serve those needs.

Simplicity and Clarity

Another key lesson is the importance of simplicity and clarity in design. In each of these examples, the redesign prioritized simplicity and ease of use, with a focus on streamlining user workflows and reducing cognitive load. By creating designs that are intuitive and easy to navigate, these organizations improved user satisfaction and engagement.

Leveraging Technology

A third lesson is the importance of leveraging technology to create more personalized and engaging experiences. In the case of Airbnb and Duolingo, the redesigns leveraged advanced algorithms and machine learning to create more personalized recommendations and learning paths for users. By using technology to tailor the user experience to individual needs and preferences, these organizations were able to create more compelling solutions.

Iterative Process

Finally, these case studies demonstrate the importance of observing, measuring, and iterating based on user feedback and data. In each of these examples, the redesign process was informed by extensive user research and testing, and the final designs were continually refined based on user feedback and usage data.

The (Re)Design: Embracing Change in Design Series

This article is part of The (Re)Design: Embracing Change in Design series. If you enjoyed this one and want more, here is the complete list in the series:

• Chapter 1: Understanding the Need for (Re)Design

• Chapter 2: The Process of (Re)Design

• Chapter 3: Case Studies: Successful (Re)Designs

• Chapter 4: Overcoming Challenges in (Re)Design

Happy Designing!