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The Death of the Library 
Website Redesign 
2014 LITA Forum | Albuquerque, NM | November 8th
Death of the library website redesign
Costs of Big Bang 
Redesign 
Time 
Effort 
Money 
Assessment 
Politics
Homepage Wars
Death of the library website redesign
In my nearly two decades as an 
information architect, I’ve seen my 
clients flush away millions upon millions 
of dollars on worthless, pointless, “fix it 
once and for all” website redesigns. 
All types of organizations are guilty: 
large government agencies, Fortune 
500s, not-for-profits and (especially) 
institutions of higher education. 
Louis Rosenfeld 
Image: Louis Rosenfeld.com
Digg.com
Target.com 
Courtesy: Ad Age, 11/22/13
Target.com 
Image: Internet Archive
Kraft Foods 
Image: Logopedia
Users. 
Hate. 
Change.
Ebay.com, 2006 
Image: Internet Archive
Ebay.com, 2014
Annoyances matter, because they compound. 
Jakob Nielsen, “Does User Annoyance Matter?” 
Image: Donald Clark
Image credit: Ayzek
Image: Peugeot
Cognitive Load 
Human brains have a limited amount of 
processing power. 
Image: http://www.ijoa.org/imta96/paper52.html
Death of the library website redesign
Death of the library website redesign
Small iterative change spreads out the 
cognitive load required to learn new 
things on a site. 
Aaron Schmidt 
Image: Aaron Schmidt
Small, simple fixes can accomplish far more 
than expensive redesigns. 
Louis Rosenfeld 
Image: Louis Rosenfeld.com
Revolution vs. Evolution
Evolutionary Site Redesign (ESR) 
• Incremental changes 
• Continual A/B testing 
• Dedicated staff
Advantages of ESR 
• Easy to assess 
• Easy to roll back 
• Simpler to plan, execute, and manage 
• Easy to remain agile
AgileManifesto.org
Individuals and interactions over processes and tools 
Working software over comprehensive documentation 
Customer collaboration over contract negotiation 
Responding to change over following a plan 
AgileManifesto.org
http://www.commonplaces.com/who-we-are/our-process
http://www.commonplaces.com/who-we-are/our-process
Death of the library website redesign
Specific Agile Methodologies 
● DSDM (Dynamic Systems Development Method) 
● Scrum 
● XP (Extreme Programming)
Dynamic Systems Method 
● Facilitated workshops 
● Modelling and iterative development 
● MoSCoW prioritization - musts, shoulds, coulds 
and won't haves 
● Popular in UK
Scrum 
● Management of teams 
o Self organizing 
o Respond quickly to emerging requirements 
● Customers can and will change their minds 
● Problem cannot be fully defined beforehand
Extreme Programming 
● Programming in pairs 
● Code review 
● Simplicity in code 
● Expecting changes in user requirements 
● Strong communication channels
Death of the library website redesign
REI.com, 2010 
Image: Internet Archive
REI.com, 2014 
Image: Internet Archive
Yahoo.com, 2010 
Image: Internet Archive
Yahoo.com, 2014
Amazon.com, 2007 
Image: Internet Archive
Amazon.com, 2014
Web Experts Agree... 
Image: Louis Rosenfeld.com 
Image: Donald Clark Image: Jared Spool Image: Aaron Schmidt
What It Means for Library Websites: 
● No big plan followed by a GREAT UNVEILING 
● Set priorities 
● Work in short sprints 
to deliver 
features bit by bit 
● Roll out changes 
● Assess 
● Begin again 
Imagelib.asu.edu
Elevate the discussion
Death of the library website redesign
Death of the library website redesign
Image: Eva-Lotta
The Bad News: You Are Never Done 
Image: Leon Bonaventura
The essence of strategy is 
choosing what NOT to do. 
Michael Porter, Harvard Business Review
Death of the library website redesign
ESPN NFL/Soccer, Spring 2014
Typically, a fresh design will be a worse design simply 
because it's new and thus breaks user expectations. 
A better strategy is to play up familiarity and build on 
users' existing knowledge of how a system works. 
Jakob Nielsen 
Image: Donald Clark
Evolution over revolution... 
Process over project... 
Realign over redesign...
So, when are you going to 
redesign your library’s website?
Image: MSLK
Tammy Allgood Wolf 
Arizona State University Libraries | Tempe, AZ 
tammy.allgood@asu.edu 
Melissa L. Johnson 
South Mountain Community Library | Phoenix, AZ 
melissa.johnson@southmountaincc.edu
References 
Website Redesign: Evolution Beats Revolution 
(2014). Website redesign: Evolution beats revolution. FUZE. Retrieved from http://www.fuzeinc.com/website-redesign-evolution-beats-revolution/ 
Manifesto for Agile Software Development 
Beck, K., Beedle, M., van Bennekum, A., Cockburn, A., Cunningham, W., Fowler, M., Grenning, J., Highsmith, J., Hunt, A., Jeffries, R., Kern, R., Marick, B., Martin, R.C., Mellor, S., Schwaber, K., Sutherland, J., & Thomas, 
D. (2001). Manifesto for Agile Software Development. Retrieved from http://agilemanifesto.org/ 
Pretty Much Everyone Hates the New Target.com Redesign 
Griner, D. (2013). Pretty much everyone hates the new Target.com redesign. AdWeek. Retrieved from http://www.adweek.com/adfreak/pretty-much-everyone-hates-new-targetcom-redesign-154071 
Myth #11: You need to redesign your website periodically 
Gócza, Z. (2013). Myth #11: You need to redesign your website periodically. UX Myths. Retrieved from http://uxmyths.com/post/712537920/myth-you-need-to-redesign-your-website-periodically 
Never Redesign Your Website Without This Strategy! 
Goward, C. (2014). Never redesign your website without this strategy! CrazyEgg. Retrieved from http://blog.crazyegg.com/2014/01/15/website-redesign-strategy/ 
Digg Users Revolt After Redesign 
Halliday, J. (2010). Digg users revolt after redesign. The Guardian. Retrieved from http://www.theguardian.com/technology/pda/2010/aug/31/digg-redesign-revolt 
Iterative and Incremental Development: A Brief History 
Larman, C., & Basili, V.R. (2003). Iterative and incremental development: A brief history. Computer 36(6), 47. Retrieved from http://www.craiglarman.com/wiki/downloads/misc/history-of-iterative-larman-and-basili-ieee- 
computer.pdf 
Good Designers Redesign, Great Designers Realign 
Moll, C. (2005). Good designers redesign, great designers realign. A List Apart. Retrieved from http://alistapart.com/article/redesignrealign 
Does User Annoyance Matter? 
Nielsen, J. (2007). Does user annoyance matter? Nielsen Norman Group. Retrieved from http://www.nngroup.com/articles/does-user-annoyance-matter
More References 
Fresh vs. Familiar: How Aggressively to Redesign 
Nielsen, J. (2009). Fresh vs. familiar: How aggressively to redesign. Nielsen Norman Group. Retrieved from http://www.nngroup.com/articles/fresh-vs-familiar- 
aggressive-redesign/ 
Stop Redesigning And Start Tuning Your Site Instead 
Rosenfeld, L. (2012). Stop redesigning and start tuning your site instead. Smashing Magazine. Retrieved from 
http://www.smashingmagazine.com/2012/05/16/stop-redesigning-start-tuning-your-site/ 
Resist That Redesign | The User Experience 
Schmidt, A. (2010). Resist that redesign. Library Journal, 136(4), 21. Retrieved from http://lj.libraryjournal.com/2010/03/opinion/aaron-schmidt/resist-that-redesign- 
the-user-experience/#_ 
Usability Tools Podcast: Avoiding Redesigns 
Spool, J. (2007). Usability tools podcast: Avoiding redesigns. User Interface Engineering. Retrieved from 
http://www.uie.com/brainsparks/2007/12/03/usability-tools-podcast-avoiding-redesigns/ 
The Quiet Death of the Major Re-Launch 
Spool, J.M. (2003). The quiet death of the major re-launch. User Interface Engineering. Retrieved from http://www.uie.com/articles/death_of_relaunch 
Website Redesign: Big Bang, Gradual or Evolutionary Approach? 
Watson, C. (2010). Website redesign: Big bang, gradual, or evolutionary approach? SmileyCat. Retrieved from 
http://www.smileycat.com/miaow/archives/001973.php
Image credit: Scott Adams

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Death of the library website redesign

  • 1. The Death of the Library Website Redesign 2014 LITA Forum | Albuquerque, NM | November 8th
  • 3. Costs of Big Bang Redesign Time Effort Money Assessment Politics
  • 6. In my nearly two decades as an information architect, I’ve seen my clients flush away millions upon millions of dollars on worthless, pointless, “fix it once and for all” website redesigns. All types of organizations are guilty: large government agencies, Fortune 500s, not-for-profits and (especially) institutions of higher education. Louis Rosenfeld Image: Louis Rosenfeld.com
  • 8. Target.com Courtesy: Ad Age, 11/22/13
  • 10. Kraft Foods Image: Logopedia
  • 12. Ebay.com, 2006 Image: Internet Archive
  • 14. Annoyances matter, because they compound. Jakob Nielsen, “Does User Annoyance Matter?” Image: Donald Clark
  • 17. Cognitive Load Human brains have a limited amount of processing power. Image: http://www.ijoa.org/imta96/paper52.html
  • 20. Small iterative change spreads out the cognitive load required to learn new things on a site. Aaron Schmidt Image: Aaron Schmidt
  • 21. Small, simple fixes can accomplish far more than expensive redesigns. Louis Rosenfeld Image: Louis Rosenfeld.com
  • 23. Evolutionary Site Redesign (ESR) • Incremental changes • Continual A/B testing • Dedicated staff
  • 24. Advantages of ESR • Easy to assess • Easy to roll back • Simpler to plan, execute, and manage • Easy to remain agile
  • 26. Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan AgileManifesto.org
  • 30. Specific Agile Methodologies ● DSDM (Dynamic Systems Development Method) ● Scrum ● XP (Extreme Programming)
  • 31. Dynamic Systems Method ● Facilitated workshops ● Modelling and iterative development ● MoSCoW prioritization - musts, shoulds, coulds and won't haves ● Popular in UK
  • 32. Scrum ● Management of teams o Self organizing o Respond quickly to emerging requirements ● Customers can and will change their minds ● Problem cannot be fully defined beforehand
  • 33. Extreme Programming ● Programming in pairs ● Code review ● Simplicity in code ● Expecting changes in user requirements ● Strong communication channels
  • 35. REI.com, 2010 Image: Internet Archive
  • 36. REI.com, 2014 Image: Internet Archive
  • 37. Yahoo.com, 2010 Image: Internet Archive
  • 39. Amazon.com, 2007 Image: Internet Archive
  • 41. Web Experts Agree... Image: Louis Rosenfeld.com Image: Donald Clark Image: Jared Spool Image: Aaron Schmidt
  • 42. What It Means for Library Websites: ● No big plan followed by a GREAT UNVEILING ● Set priorities ● Work in short sprints to deliver features bit by bit ● Roll out changes ● Assess ● Begin again Imagelib.asu.edu
  • 47. The Bad News: You Are Never Done Image: Leon Bonaventura
  • 48. The essence of strategy is choosing what NOT to do. Michael Porter, Harvard Business Review
  • 51. Typically, a fresh design will be a worse design simply because it's new and thus breaks user expectations. A better strategy is to play up familiarity and build on users' existing knowledge of how a system works. Jakob Nielsen Image: Donald Clark
  • 52. Evolution over revolution... Process over project... Realign over redesign...
  • 53. So, when are you going to redesign your library’s website?
  • 55. Tammy Allgood Wolf Arizona State University Libraries | Tempe, AZ tammy.allgood@asu.edu Melissa L. Johnson South Mountain Community Library | Phoenix, AZ melissa.johnson@southmountaincc.edu
  • 56. References Website Redesign: Evolution Beats Revolution (2014). Website redesign: Evolution beats revolution. FUZE. Retrieved from http://www.fuzeinc.com/website-redesign-evolution-beats-revolution/ Manifesto for Agile Software Development Beck, K., Beedle, M., van Bennekum, A., Cockburn, A., Cunningham, W., Fowler, M., Grenning, J., Highsmith, J., Hunt, A., Jeffries, R., Kern, R., Marick, B., Martin, R.C., Mellor, S., Schwaber, K., Sutherland, J., & Thomas, D. (2001). Manifesto for Agile Software Development. Retrieved from http://agilemanifesto.org/ Pretty Much Everyone Hates the New Target.com Redesign Griner, D. (2013). Pretty much everyone hates the new Target.com redesign. AdWeek. Retrieved from http://www.adweek.com/adfreak/pretty-much-everyone-hates-new-targetcom-redesign-154071 Myth #11: You need to redesign your website periodically Gócza, Z. (2013). Myth #11: You need to redesign your website periodically. UX Myths. Retrieved from http://uxmyths.com/post/712537920/myth-you-need-to-redesign-your-website-periodically Never Redesign Your Website Without This Strategy! Goward, C. (2014). Never redesign your website without this strategy! CrazyEgg. Retrieved from http://blog.crazyegg.com/2014/01/15/website-redesign-strategy/ Digg Users Revolt After Redesign Halliday, J. (2010). Digg users revolt after redesign. The Guardian. Retrieved from http://www.theguardian.com/technology/pda/2010/aug/31/digg-redesign-revolt Iterative and Incremental Development: A Brief History Larman, C., & Basili, V.R. (2003). Iterative and incremental development: A brief history. Computer 36(6), 47. Retrieved from http://www.craiglarman.com/wiki/downloads/misc/history-of-iterative-larman-and-basili-ieee- computer.pdf Good Designers Redesign, Great Designers Realign Moll, C. (2005). Good designers redesign, great designers realign. A List Apart. Retrieved from http://alistapart.com/article/redesignrealign Does User Annoyance Matter? Nielsen, J. (2007). Does user annoyance matter? Nielsen Norman Group. Retrieved from http://www.nngroup.com/articles/does-user-annoyance-matter
  • 57. More References Fresh vs. Familiar: How Aggressively to Redesign Nielsen, J. (2009). Fresh vs. familiar: How aggressively to redesign. Nielsen Norman Group. Retrieved from http://www.nngroup.com/articles/fresh-vs-familiar- aggressive-redesign/ Stop Redesigning And Start Tuning Your Site Instead Rosenfeld, L. (2012). Stop redesigning and start tuning your site instead. Smashing Magazine. Retrieved from http://www.smashingmagazine.com/2012/05/16/stop-redesigning-start-tuning-your-site/ Resist That Redesign | The User Experience Schmidt, A. (2010). Resist that redesign. Library Journal, 136(4), 21. Retrieved from http://lj.libraryjournal.com/2010/03/opinion/aaron-schmidt/resist-that-redesign- the-user-experience/#_ Usability Tools Podcast: Avoiding Redesigns Spool, J. (2007). Usability tools podcast: Avoiding redesigns. User Interface Engineering. Retrieved from http://www.uie.com/brainsparks/2007/12/03/usability-tools-podcast-avoiding-redesigns/ The Quiet Death of the Major Re-Launch Spool, J.M. (2003). The quiet death of the major re-launch. User Interface Engineering. Retrieved from http://www.uie.com/articles/death_of_relaunch Website Redesign: Big Bang, Gradual or Evolutionary Approach? Watson, C. (2010). Website redesign: Big bang, gradual, or evolutionary approach? SmileyCat. Retrieved from http://www.smileycat.com/miaow/archives/001973.php