The Quiet Death of the Major Re-Launch

I just saw this cool article on the User Interface Engineering website, called The Quiet Death of the Major Re-Launch. This article calls out the "big relaunch" as being a potential pain point with users, and I have to agree whole heartedly. It doesn't really mention it in the article, but I think incremental role out of new features can also help to make realistic expectations for the results of updates. Its hard to get over hyped about updates to a single navigation menu. It also doesn't say that this is the perfect way to find out what changes are increasing your conversion rate; implementing one change at a time over a period of weeks lets you know which change is having an impact, and how.

 

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Jon Hartmann, July 2011

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