Inspiring Website Redesigns (And Why They Work)
A website redesign is a major undertaking. It requires careful planning, significant investment, and a clear vision. When done right, it can breathe new life into a brand, boost user engagement, and drive business growth. When done wrong, it can alienate users and hurt your bottom line.
The best redesigns are rooted in a deep understanding of user needs and business goals. They combine stunning visuals with intuitive functionality, creating a seamless experience that guides visitors toward a desired action. A successful redesign isn't just about a fresh coat of paint; it's a strategic overhaul that can redefine how customers perceive and interact with your brand.
This post will showcase five inspiring website redesigns from leading brands like Dropbox, Mailchimp, and Shopify. We'll explore the specific web design choices they made, analyze why these changes were effective, and extract key lessons you can apply to your own projects. By understanding what makes these redesigns successful, you'll gain valuable insights for your next web design challenge.
What Makes a Website Redesign Successful?
Before we look at the examples, it’s important to understand the elements that contribute to a successful redesign. Great web design is a blend of art and science. It needs to look good, feel intuitive, and achieve specific business objectives. Here are the key pillars of an effective redesign:
Clear Visual Hierarchy
A strong visual hierarchy guides the user's eye to the most important elements on the page. This is achieved through the strategic use of size, color, contrast, and placement. When users land on a page, they should immediately understand what is most important and where to look next.
Intuitive Navigation
Users should be able to find what they're looking for with minimal effort. A well-structured navigation menu, clear calls-to-action (CTAs), and a logical site map are crucial. If users get lost or confused, they’re likely to leave.
Consistent Branding
Your website is a primary touchpoint for your brand. The design, from the color palette and typography to the imagery and tone of voice, must be consistent with your overall brand identity. This consistency builds trust and recognition.
Mobile Responsiveness
With more than half of all web traffic coming from mobile devices, a responsive design is non-negotiable. Your website must look and function perfectly on any screen size, whether it's a desktop monitor, a tablet, or a smartphone.
Fast Loading Speed
Users expect websites to load quickly. A slow site leads to high bounce rates and a poor user experience. Optimizing images, leveraging browser caching, and minimizing code are essential steps to ensure your site is fast and efficient.
5 Examples of Inspiring Website Redesigns
1. Dropbox
The Challenge: Dropbox started as a simple file-sharing tool, but it evolved into a comprehensive collaboration platform for creative teams. Their old website didn't reflect this new identity. It was functional but lacked personality and failed to communicate the full scope of their offerings.
The Redesign: Dropbox undertook a radical redesign, introducing a bold new visual identity. They swapped their clean, minimalist aesthetic for a vibrant, eclectic style featuring quirky illustrations, diverse color combinations, and expressive typography. The new design positioned Dropbox not just as a utility, but as a creative workspace.
Why It Worked:
The redesign successfully shifted the perception of Dropbox from a simple storage tool to a dynamic hub for creative collaboration. The hand-drawn illustrations and unconventional color palette gave the brand a unique personality that resonated with its target audience of creative professionals. By moving beyond a purely functional design, Dropbox created an emotional connection with its users, making the brand more memorable and engaging.
2. Mailchimp
The Challenge: Mailchimp grew from an email marketing service into an all-in-one marketing platform for small businesses. Their original branding, centered around their friendly monkey mascot, "Freddie," was beloved but felt a bit dated and didn't fully represent their expanded capabilities.
The Redesign: Mailchimp updated its visual identity with a refined wordmark, a simpler illustration style, and a primary brand color of "Cavendish Yellow." The redesign maintained the brand's playful and approachable personality while presenting a more sophisticated and mature image. The website became cleaner, with more white space and a focus on clear, benefit-driven messaging.
Why It Worked:
Mailchimp's redesign struck the perfect balance between evolution and revolution. They kept the quirky spirit that their users loved while signaling that the company had grown up. The simplified web design and clearer navigation made it easier for users to discover their full suite of marketing tools, reinforcing Mailchimp’s position as a comprehensive solution for small businesses.
3. Shopify
The Challenge: Shopify's mission is to empower entrepreneurs, but their website was becoming cluttered with information. While packed with resources, the homepage didn't immediately communicate the core value proposition: making it easy for anyone to start an online store.
The Redesign: Shopify streamlined its homepage, focusing on a single, powerful call to action: "Start your business today." They replaced busy layouts with large, inspiring hero images and concise headlines. The design became cleaner and more focused, using a simple color scheme and generous white space to create a sense of calm and clarity.
Why It Worked:
The redesign put the user's primary goal front and center. By removing distractions, Shopify made the first step of starting a business feel less intimidating and more achievable. The minimalist web design conveys confidence and simplicity, mirroring the user experience of the platform itself. It reassures aspiring entrepreneurs that Shopify is the easiest way to get their business online.
4. Airbnb
The Challenge: As Airbnb became a global phenomenon, its website needed to evolve to handle a massive variety of listings and user needs. The original design, while functional, lacked the polish and emotional appeal needed to inspire trust and encourage bookings on a global scale.
The Redesign: Airbnb introduced a cleaner, more image-focused design. They increased the size of listing photos, making the properties the hero of the page. They also simplified the search and booking process, reducing the number of steps and making the interface more intuitive. The "Bélo" symbol was introduced as a universal symbol of belonging.
Why It Worked:
The redesign made the experience of browsing for a place to stay more immersive and aspirational. By emphasizing high-quality photography, Airbnb allowed users to dream and emotionally connect with potential travel destinations. The simplified booking flow reduced friction and increased conversion rates. The new design elevated Airbnb from a simple booking site to a lifestyle brand centered on travel and community.
5. Slack
The Challenge: Slack revolutionized workplace communication, but as it added more features, its website became feature-heavy and a bit overwhelming for new users. The core benefit of simplified, organized communication was getting lost in the technical details.
The Redesign: Slack simplified its messaging to focus on the outcome: "Make work life simpler, more pleasant, and more productive." The web design adopted a warmer, more human feel with illustrations of diverse teams collaborating. The layout became more spacious, guiding users through the key benefits of channels, search, and integrations in a story-like format.
Why It Worked:
The redesign shifted the focus from features to benefits. Instead of just listing what Slack does, the new website shows users how it will improve their work life. The use of storytelling and relatable illustrations made the platform feel more approachable and less like a technical tool. This human-centric approach helped Slack connect with a broader audience and reinforce its brand promise of making work better.
Ready to Redesign Your Website?
A website redesign is more than a cosmetic update; it's a strategic opportunity to align your online presence with your business goals. As these examples show, the most successful redesigns are driven by a clear understanding of the user and a commitment to creating a seamless, intuitive, and engaging experience.
If you’re feeling inspired to transform your own website but aren’t sure where to start, you don’t have to do it alone. A professional web design team can help you navigate the process, from initial strategy to final launch.
If you need professional web design, contact REK Marketing & Design today for more information.