3 Start-up Lessons on Redesigning Your Website
Lessen the stress with these tips
PHOTO CREDIT: Getty Images
Any start-up that has undergone a redesign of their website would know that it can be a painstakingly tedious process—back and forth with the developers, checking the site to see if there are any glitches, and making sure that the new site serves the company’s goals.
Since redesigning a website is no easy task, make sure that the team is well prepared. Says Patch Dulay, co-founder and CEO of Philippine-based crowdfunding platform The Spark Project, “Be intentional with redesigning your site. Don’t just redesign for the sake of redesigning. Consider how the redesign will enhance your brand and make the overall user experience pleasant.”
Here are three lessons to make the process less painful:
1. Know your brand
“It wasn’t so difficult because we already have a brand look that we were going for,” Dulay says.
He adds that the team already knew which color they were to use in the new site, which they have yet to launch. “We did have to get the help of a web designer to help us translate our vision into a workable design.”
Darker hues of violet and blue were chosen because the team wanted the colors and photos to stand out. “We want our colors to empower and inspire,” he says.
As for the homepage, Dulay says they made the logo and header much smaller to put the spotlight on the projects. And from a rectangular card layout, they changed it to a square tile layout so the site will be more visually enticing. Quick stats about the project, such as the amount targeted and raised, are easily seen alongside projects.
Silicon Valley-based software engineer Joshua Primero says in another Inc. Southeast Asia article that the website must convey what the brand is all about—from the colors and content to the layout and font selection.
“I think an important thing in achieving a user’s trust is keeping a coherent and specific identity in the design,” Primero adds.
2. Your purpose must be clear
For Dulay, the purpose of the redesign was to present something new to their users. “We never redesigned the Spark website since 2013, when we launched. And since we’re going into our fifth year, we wanted to put out something new along with this milestone.”
The company is also introducing two types of crowdfunding: Donation-based, which is designed for non-profits and cause-oriented projects, and investment-based, which is for those who want to scale up their business through a loan or investment or a mix of both.
“We’ve learned that projects have different funding needs. We want to provide them with options,” Dulay says.
3. Design with your audience in mind
Dulay says it was clear to them what they wanted users to feel as they navigated through the site. They also made sure that the site would look good on mobile, a PC, and a Mac.
He adds that they have also gained user insight in the past years. “We’ve learned from our users. We wanted to incorporate these as we improve the functionalities and overall user experience during this redesign process,” he says.
The team improved on the experience of project creators when uploading their campaigns on to the site. “Before we would ask project creators to fill out a form that doesn’t look anything like the campaign page. Now the form looks like how it would look like when it is published,” Dulay says.
More importantly, the team integrated a multi-step verification process before a project can be posted in order to establish credibility in the crowdfunding space. “We value the credibility of each project and keep the website a safe place to support local projects,” he says.