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NSE Consumer Research Paper - Site ReDesign to Maximize Visitor Acceptance and Branding
Overview: This paper deals with interface design issues in general and specifically with redesigning an interface such that both existing visitors and users and new visitors and users increase their loyalty to the brand. While some of the concepts demonstrated here can be applied to reBranding efforts, reBranding is not the focus of this paper.
ReDesign is not ReBranding. At best redesign is one step on the path towards successful reBranding and one that is usually overlooked due to many usability and design professionals being trained in "brick&mortar" mindsets. Even the most recent marketing classes overlook real-world learnings about online migration (between old and new interfaces). This paper explains the concepts and provides some examples of redesign (web site interfaces) towards the goal of maximizing visitor acceptance and branding.