Not Another Redesign! Practical Advice From Our Worst B2B Websites Projects

Friday 8:30am-9:15am

Not Another Redesign! Practical Advice From Our Worst B2B Websites Projects

Carl Agers | SVP Marketing Services | Hero Digital
Michael Barber | SVP, Chief Creative Officer | Godfrey
Erika J. Deitzel | Director, Web Strategy & Development | Johnson Controls

A high-profile website project can be a fantastic opportunity for a marketer ... or a dismal failure.

A website is a reflection of a company’s brand and its customer experience and so everyone has an opinion when it’s time for a redesign. When the discussions and debates start about what to do and how to do it, it's the person with data who has a defensible answer to share — and not just another opinion.

In this session we'll look at research and data-gathering methods to help inform design approaches in meaningful ways, based on practical experience from high-profile website projects. The panel will also discuss various stakeholder points of view, including those of brand managers, agencies, and development partners.

At the end of this session, you will be able to:

  • Understand the key questions and/or decisions that must be made before kicking off a high-profile redesign project

  • Engage internal and external stakeholders to ensure alignment on goals and expectations

  • Determine which research and data-gathering methods are worth leveraging during the design and development process and those that aren’t

  • Ensure as much success (and the least amount of hair loss) during a website redesign project