John Patrick on Redesign

John Patrick: "The motivation behind site redesign is typically a desire to increase traffic, make things easier to find, provide better organization of information, or improve the visual attractiveness of the site. These are all good things to do but my experience has been that the reason the traffic is less than desired is not because of the design of the site. It is not the look and feel, nor is it the lack of sophisticated information retrieval. I believe that the most important drivers of traffic are the availability of on demand, integrated, useful transactions and, secondly, the availability of access to expertise."