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.