How to Update Your Product’s Design to Meet Users’ Expectations


When your digital product has been around for a long time, some of its features and design may become outdated and require updating. Below we will talk about the second aspect, product redesign.

Does Your Product Need a New Design?

So, let's first decide if your project needs a new design at all.

Your product is failing to attract enough customers

If your customer base isn't big enough, it might be time to rethink the actual design of your product and optimize it. After all, in products that need a redesign, the problem may lie in insufficient conversion rates or a user flow that is too long.

Your product has bad feedback from the end users

Feedback from your users can bring you a lot of useful information about your product, and its design is no exception. In particular, your users may not be happy with its usability, and this will be a serious reason to consider updating the design.

Your goals and functions have changed

If the functionality of your product has fundamentally changed, this cannot but affect its design. In this case, its renewal will become a natural necessity to maintain its continued viability.

Your product needs to stay competitive

If your competitors regularly update the visual part of their software solution, you should think about the same to stay afloat.

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6 Steps to Update Your Product’s Design

Now, we propose to understand what six steps the design update process for a digital product consists of. They are presented from the perspective of a designer, so if you are a product owner, you will simply understand what steps your design specialist will have to go through to achieve the best results.

Product analysis and UX audit

It’s worth starting a smart product design update by identifying the business goals that you are pursuing. You should also determine what targeted actions the user should perform within your product and how you can improve the conversion rates for these actions through the new design.

It will be very useful to analyze traffic sources and user statistics to understand which segments of your target audience interact with your product in an unproductive. Another important aspect is product performance analysis. If it suffers, it also must be improved.

Once you've got a general idea of your product's weaknesses, you can move on to the next step.

Analysis of user interaction

Now you need to take a closer look at how users interact with your product to ensure meeting customer expectations. The fact is that sometimes the value of the product that the product owner wants to get is very different from the value that users need. Thus, you may have to test the product on focus groups consisting of representatives of the target audience to understand what exactly is wrong with the current version of the design and what your users want to get as a result.

Scope planning

It is time to plan the scope of work in the form of a technical task. To do this, you will need to analyze successful competitive solutions and figure out how you can make the visualization of your product better than in analogs. After that, you will need to prioritize the generated list of tasks to understand in what order to complete them.


So, how to meet customer expectations? First, you should build a customer journey map (CJM). This tool will help you optimize the user flow by showing how your customers move through your product. You will also be able to coordinate your ideas with the rest of the team members and, if necessary, change them. You can use Miro for building CJM, but there are also plenty of other decent collaboration products out there.

After that, you can start prototyping. Perhaps the first prototype of your updated product will be a paper sketch. Then you can transfer it to specialized software to add details and show the results to the product owner.

The next stage is the building of wireframes. They have more detail and are responsible for the schematic placement of the main blocks on the page (screen) and the ordering of content.

This stage ends with prototyping. Prototypes are usually created interactive, which means that the product owner will be able to click on specific functional elements to understand how they work. Thus, you will receive a visual that can be passed to your team for implementation.


Wow, we've reached the design stage. Here, you will need to think about fonts, as well as the appearance of fields and forms. In addition, you will probably have to create graphic elements that would diversify the "raw" text content.

Testing and improvement

After your work is completed, you will need to test it with representatives of the target audience of your product to collect feedback. After you get enough reviews, you can see if your updates meet customer expectations and refine the design if necessary.

Final Thoughts

We hope we have helped you understand how to meet customer needs and expectations through the redesign and find out the basic steps in the process. If you want your project to be redesigned smoothly and cost-effectively, please contact us.


Product design is the process of imagining, creating and iterating products that solve users' problems or address specific needs in a given market. It is crucial for designers to understand their end-user customers, the people for whom the product is being created.

A well-designed product should be both functional and pleasing to look at. It should be easy to use and solve a common problem.

A good design can improve a business's sales of its products or services, increase market position, boost customer loyalty, and reduce customer complaints.

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