Yeah, you read it right.
How many times have you seen me make changes to my site’s template? The last time I made those changes was about a year back. I made the design simpler and more readable. Or so I thought. My mom found it difficult to locate her favorite articles on the blog. For long, she would navigate to them from the dropdowns that I have now done away with.
I know exactly what you are thinking. Unfortunately, revamping the look ‘n’ feel hasn’t improved the inbound traffic. The new template has only improved the presentability. So, it is now easier to categorize and tag the released posts by month and year. But, it makes it horrible for repeat readers—like you, there—who wish to select, search for, or read content they liked. Does that mean people hate change?
Yes, people hate change; no, they don’t.
Those of you who are new to my site MIGHT find the new design easier to navigate. But those who have spent time with the content might reject the outright changes. Familiarity is the word in context. It is just that the design had become a part of your physical and mental memory. For repeat users, they knew what they wanted from the content, they knew what I delivered, and they knew how to get to it.
For you, too, slamming on a new UI might ruin this flow for your readers, who are then more likely to take more time to locate something.
So, what’s the way around?
Here is the trick: familiarity trumps functionality. I have stated this in my book, too. If you wish to redesign, consider first reconfiguring the core design. Your design is purposeful. All you need is reconfigure it.
In most cases, all you need to do is progressively improve the things under the skin, rather than get a new skin. I find it to be a Win-Win. Bring a new change under the hood. This means the consumers get a familiar UI, with performance tweaks as perks. And. you get a chance to rollback if (and when) required. It takes time to take effect. But, it is a better approach.