Presenting the before and after metrics effectively requires a structured approach. Here’s a detailed process that can help you showcase the impact of your redesign:
Initial Assessment and Goal Setting: Start by defining the baseline metrics to assess the existing website’s performance. These can include user engagement, conversion rates, bounce rates, page load times, user feedback scores, and any other relevant metrics. Set clear goals and objectives for what you hope to achieve with the redesign.
Data Collection: Use web analytics tools like Google Analytics, Hotjar, or Adobe Analytics to gather pre-redesign data. Ensure you have a comprehensive understanding of the user journeys on the existing site. This includes heatmaps, traffic sources, user flows, and session recordings if possible.
Establish Key Performance Indicators (KPIs): Determine the specific KPIs that will indicate success post-redesign. They could involve increases in conversion rates, improvements in user engagement (time on site, page views per session), or reductions in bounce rates and load times.
Redesign Implementation: Implement the redesign with a focus on user experience improvements. Each change should target known pain points or improvement opportunities as identified in your initial data analysis.
Post-launch Data Monitoring: Once the redesign is live, collect data over a significant period to ensure you have enough information for a valid comparison. Continue to use the same tools and analyses as before for consistency.
Comparative Analysis: Compare the newly collected data to the baseline data. Look for trends, improvements, or any unexpected changes. This analysis will highlight the impact of your redesign and elucidate any further iterations that may be needed.
Visualization and Presentation: Create visualizations using charts and graphs to clearly illustrate performance changes. Tools like Tableau, Excel, or Google Data Studio can help create compelling visuals that make the data accessible and understandable.
Report and Interpret: Develop a report that not only provides the numerical data but also offers insights and interpretations of what the metrics mean. Highlight major achievements, insights gained, areas for further improvement, and any ROI-related outcomes.
Feedback Loop: Engage stakeholders by presenting findings in a meeting or through a detailed presentation. Encourage feedback and discussions to extract additional insights or areas to focus on for future iterations.

By following this structured approach, senior designers can effectively communicate the impact of their redesign efforts, demonstrating both quantitative and qualitative improvements.