Involve both internal and external stakeholders in the redesign.
CEOs and executives should be part of the internal stakeholder groups in the redesigning process of a website. These stakeholders should be included to help identify goals, vet data metrics, and preview designs.
Brands can also include marketing and sales members to gain insights on word choice, brand messages, and conversion paths. Additionally, customer support members should be involved at every stage, as they help improve navigation, user experience, and copywriting. Other internal stakeholders include HR pros and SMEs, who can help prioritise potential audiences and provide granular details that distinguish the brand from the competition, respectively.
In terms of external stakeholders, consider vendors and customers. Vendors can help with integrations and deadlines. Customers can offer more holistic insights on UX, navigation, conversions and promotions, conversions, as well as provide testimonials.
[27 minute read]