Erika Hall on evidence-based design and looking beyond data

Erika Hall isn't a surgeon, but she's not afraid of dropping a visceral medical metaphor to explain the intricacies of web design: "If you redesign the experience you're offering to the world, and don't redesign the workflow inside the organisation, that's like doing a face transplant without hooking up the nerves and blood vessels underneath it," she announces. "The new face will wither and die and slide off the skull."

Hall is talking about Mule Design's redesign of the National Audubon Society's site, which resulted in a 300 per cent increase in returning visitors. More specifically, she's talking about why it's essential to engage the entire organisation during a redesign, and how one of the hardest parts of that process is persuading people to change their habits.

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Julia Sagar
Editor-in-chief retail

Julia is editor-in-chief, retail at Future Ltd, where she works in e-commerce across a number of consumer lifestyle brands. A former editor of design website Creative Bloq, she’s also worked on a variety of print titles, and was part of the team that launched consumer tech website TechRadar. She's been writing about art, design and technology for over 15 years.