Reflections on a Web Site Redesign

When I joined NCsoft a little over a year ago, one of the core things I wanted to improve was the main US web site. Well, it took somewhat longer than I had planned, but recently the redesigned site went live.

New us.ncsoft.com home page screenshot

New home page

Old plaync.com home page

Old home page

When you're embarking on a site redesign, one of the key questions to ask is whether you can take it on in-house.

Most corporate web teams are under-staffed and over-worked, and while they would relish the opportunity to work on a critical site redesign, it's often just not practical to take it on internally.

I had those same doubts, but once I started seeing initial comps from our web designer, Clark Wimberly, I knew we had something that was going to work.

Even so, the design process took us far longer than we had allowed for (even with a good deal of padding added to the schedule). This left us with considerably less time to build the site than we needed, including an unforeseen requirement to translate it into three other languages.

Another element which caused a considerable challenge was the fact that we were dissolving our old PlayNC gaming brand and moving back to NCsoft.

This involved a domain name change and meant that we couldn't roll the redesign out in phases due to the fact that we needed to update the branding throughout the site.

Instead, we did a 'big bang' redesign, which included our online store as well as our billing and account management system. And, gave me many a sleepless night.

I believe that the launch of a web site redesign is just the beginning of the redesign process. The initial site is typically full of compromises, things that you never got round to implementing, and issues that you'll fix after launch.

Our site is no exception. I'd say we got to about 80% in terms of what I'd hoped to achieve with the new site.

However, once your site is actually live it's so much easier to add those new features, fix those outstanding bugs and rectify those weird design choices that came about through the need to compromise in order to achieve a consensus.

All-in-all, I'm extremely happy with the way the site turned out. It's so easy to get so fixated on the issues and the things that didn't work out quite as planned that you start not seeing the bigger picture.

Now that it's launched and I'm no longer with NCsoft (see future post) I can sit back and say yes, that thing is badass. Thanks everyone for all your hard work on it.

Posted on: April 12, 2009 | 29 Comments

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29 Comments Posted (Add Yours)

We are still ironing out the wrinkles on a global rollout (a la 26 country sites) on the site I work on. I feel your pain on the localization part.

So many companies, especially large companies outsource web design. They say it's not one of their "core competencies". But when something is as necessary as the web, even if it's not your main strength you need to be good at it. I think it's smart to keep web design internal as much as possible.

Maybe while you're building up a skilled team, outsource parts. Or maybe outsource art, but always set the goal to have a great internal team.

The new web design looks much more professional and corporate than the previous one, it also seems a lot more easy to navigate through. everything you need is in one place. Although the other one was never bad, i quite like the purple colours used. Just make sure you keep the name now! It is better to change your branding sooner rather than later for SEO purposes.

Cool website design, I like how the characters pop off the screen.

nice creativity

I've used a NCsoft a couple of times before with the old design. The redesign looks so much better and easy to use.

Claire — it's interesting that you find the new design to be more corporate as that's the exact opposite of the look we were going for!

It is intended to be much more focused on our gaming audience, with a design that defines the site as such. I guess not in your case!

Love the new design! It looks much more slick. Totally with you on the challenges of time estimation; though, the more I think about it, the more I believe projects simply take as long as you let them :) Great work

That's a beautiful improvement! You have certainly given me inspiration if I ever run across a super hero that needs a website redesign.

I think I can see what you what you mean. Somehow what you experience is something everyone have been experiencing. A lot of companies are like that indeed, so you have to know how to pick the right Web Development Company but of course a person can only do that if he's knowledgeable about web designing. It will be a big help if we know where to ask about this issue.

In my experience web redesign is a matter of fact more difficult job then making the original website itself. The reson being is that you expect allot more from the whole redesigned website, therefore you need to put allot more effort on the redesign. Secondly you want people and the visitors to appreciate the new work, since you don't want them to say that they liked the old work more, and indeed one can easily see the element of improvement in the websites given. The new website looks much attractive than the old one.

Often in many situations website design is not the core competency of traditional software companies so they tend to outsource that development to other more specialized companies. However, left to me I would rather develop that talent within the company and eventually offer website design and development as an additional service to potential customers.

That to me seems like a beneficial investment to make.

Well New design looks great, Like black and white combination of background and text is also perfect.

Wow! nice thinking and nice creativity

I was once employed by a travel company to put together a web team and bring the design and dev of a very large site in house then redesign and code from scratch - most stressful two years of my Life!

your post is really very good . I think I can see what you what you mean. Somehow what you experience is something everyone have been experiencing.

what a beautiful website! I really like it - well done!

Great site, then main difference for me is the navigation. Just shows what a difference it can make.

Nice blend of creativity and technology....i still expect more from this site.hats off.....

That site is beautiful! Amazing, amazing, amazing! It looks organic, and fluid, I love it!

I'm getting my BS in Web Design and Development, and this is exactly the type of site I look for when I'm trying to find inspiration.

I love the colors, and the vignetting edges, it really makes the page POP. Great stuff! Keep up the excellent work!

really nice web site design.. love how the charecters come out of the screen!.. well done.

Действительно интересно. А информацию не с ЖЖ случайно взяли? :)

great design.. 3d effect of charecters is waaaay cool!.. well done

That's a beautiful improvement! You have certainly given me inspiration if I ever run across a super hero that needs a website redesign.

Вопросик такой, а кто может объяснить девушке как добавить этот сайт в избранное?

Вполне возможно. Иногда так случается.

Все отлично, но дизайн ползет в браузере (Google Chrome). Вы бы поправили.

Great looking site. All the characters seem so energetic and full of life. Nice work of art.

UX can't have been one of the priorities, I understand that you can not have a lot of visually impaired players... but a big splash of flash; which actually does not bring anything [hint: youtube clip of actual gameplay], for no good reason, brings any Linux box to it's knees (yay for properiarity - it's a known fact for atleast 3 years), although Aion itself is more or less flawless for me.

More so, a 2x scroll page as a front even on a 1680×1080 screen? Either a miss in the layout or a miss in the planning on what has to be conveyed to the presumtious buyer.

Oh, and if you want to actually get to the GAME site, you have to go click a link - na.aiononline.com - which you obviously have not have had your hands on (or had a minor part of), since the usage of fonts and color scheme is, well, way below par - atleast compared to the game experience.

Yay for the 2.0 flash compliancy and coherrance (fonts, colors etc.), nay for pretty much the rest. :P

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