GoKawiilEntrepreneur Op-Ed: Website Redesigns Often Skip Testing the Customer Problem
A contributed opinion piece in Entrepreneur argues that many website redesign projects jump straight to features like CMS platforms, navigation and personalization without first defining what customers should be able to do differently as a result. The author says teams often treat business goals like 'generate more leads' as if they were design problems, when they are really metrics that don't specify what needs to change for the customer. The piece recommends forming a clear hypothesis about the intended customer outcome before building, then testing usability and business results separately.
GoKawiil's interpretation of the reporting above, not reported fact.
The argument suggests that companies may be investing in technically polished redesigns that fail to move the metrics they were meant to improve, because the underlying customer behavior was never clearly defined or tested. This framing could push product and marketing teams to separate feature scope from outcome hypotheses earlier in a project. It's presented as general design advice rather than a report on any specific company's failure.
- Opinion piece urges starting redesigns with a hypothesis about customer behavior change, not just a feature list.
- Business goals and metrics alone are described as insufficient to define a design problem.
- Author recommends testing usability and business outcomes separately and revising assumptions based on evidence.
Source: entrepreneur.com — Goran Paun, 2026-10-29
Published there as: “Your Website Redesign Might Be Solving the Wrong Problem. Here’s the Step Many Teams Skip.”
Read the original report → The summary and analysis above are GoKawiil's own, written from reporting by the source above. Facts and quotes belong to the original publisher.