The risk of website redesign (and a better approach)

Websites can sometimes suffer from style over functionality. Jonny Longden of Journey Further encourages those thinking about a full redesign to carefully reconsider.
Many years ago, I worked for an agency that worked on the full redesign of a high-profile retailer’s website. It cost them around £1m in total to design, build and deploy the new website. There was very little research done and the project was driven by user experience (UX) ‘expert’ opinion. 
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