For over twenty years, we’ve helped organizations redesign their digital platforms — websites, apps, intranets, portals, and everything in between.
And after all this time, one thing hasn’t changed: the reflex to tear everything down and start over.
It’s tempting. A clean slate, a new interface, a fresh look.
But most of the time, you don’t need a full rebuild — you just need to cut better.
The myth of “starting from scratch”
Every redesign starts with good intentions: fix the old, align with the new, modernize.
But when “modernize” means “throw away,” things often go wrong.
You lose valuable structures, SEO foundations, data, and — most importantly — the hard-earned knowledge of what actually works.
Redesigning from scratch is like rebuilding a bridge every time you want to repaint it.
Rebuilding less, improving more
The most successful redesigns aren’t the most radical — they’re the most precise.
At &friends, we start by slicing the problem:
- Which parts of the experience truly need to evolve?
- Which interactions bring value to users — and which just add friction?
- What can we reuse, adapt, or connect instead of rebuild?
This approach saves time, reduces risk, and delivers visible improvements faster.
Mini-story: the redesign that doubled engagement
A national organization wanted to rebuild its entire website.
After a few mapping sessions, we discovered that 80% of their traffic came from just three sections — which users already found intuitive.
Instead of starting over, the team refocused efforts on those key sections: simplifying navigation, improving content, and linking digital services more smoothly.
The result: double the engagement, half the cost.
No revolution — just a better cut.
How to redesign strategically
- Start with user paths, not screens
— Rebuild what’s broken in the journey, not what simply “looks old.” - Preserve proven foundations
— Keep what works. Update what needs to grow. - Prototype small, test fast
— The value isn’t in the number of pages — it’s in the quality of each interaction.
Metrics that matter
- User satisfaction per key journey (pre/post redesign).
- Percentage of reused content and components.
- Time to first improvement release.
And after?
A good redesign doesn’t feel like a demolition.
It feels like a precise, deliberate operation — one that keeps the heart of what works and gives new life to what’s next.
Because the real art of digital transformation isn’t starting from scratch.
It’s knowing where to cut, and why.
FAQ
Isn’t it simpler to start from zero?
Simpler, yes — but rarely smarter. You risk losing what your users already value.
How often should we redesign?
Continuously. The best platforms evolve regularly instead of rebooting every five years.
What’s the right first step?
Map the user experience and content architecture before touching the design. That’s where clarity begins.
