Blog
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Designing for Change
December 14th, 2009
Information Architecture, Internet Strategy
Because the implementation of a new Web site is a large endeavor, it’s easy to overlook some aspects of the launch while you’re dashing across the finish line.
Before the button is pushed to launch the product, a Web team should choose a launch strategy that’s appropriate for their Web site. These strategies can help ease the transition and also maximize the impact of the launch.
Surveys – Using surveys at the information gathering stage is not the only time to get user input. A survey later in the process can go beyond simple questions and include previews of the new designs. The survey can allow for validation of information displays and also provide a way for all the users to be part of the design process. The survey helps the team set better priorities among features and also provides a safe environment for feedback before the launch.
Test Drive or Beta Preview – Allow the user to try the site before launch, or in parallel with the old design. This allows for feedback to be solicited before the actual launch. This could take away from some of the launch hype, but could be a safe way to introduce a totally new look.
Communications – Email communications to the registered users on the new features and changes can help pave the way for a successful launch.
User Tutorials – If you have registered users, leverage it. When the user logs in for the first time, present them with an opportunity to have a walk-through of the new features.
Feedback – Always provide a feedback mechanism. Keep in mind that the people who have negative opinions are more likely to take the time to send feedback. An insurance policy against this is to allow feedback in a Beta Preview or Test Drive mode, which can help diffuse problems.
Bug Free – Don’t risk launching with obvious bugs or missing functionality. This becomes an easy target for critics. Remember the adage that “you only get one chance to make the first impression.”
Here are some additional perspectives on launching a new website that I found interesting.
John Moffitt
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