Using an agile approach to improve outcomes in a website re-design project


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For a recent website redesign and development project, we adopted an agile project management approach with 30-day planning phases broken down into weekly sprints. This methodology allowed us to accelerate the design process because we had regular discussions with all members of the team involved. This included:

  • First main stakeholder – the Business Development Director
  • Second main stakeholder – the Marketing Manager
  • Brand Designer
  • Web Developer
  • SEO Consultant
  • Content writers/creators

It also enabled us to maintain better control over changes to the branding and website design as we transitioned into the development phase.

Adapting the initial designs

Although original web page templates had been agreed and signed-off, as the project progressed and the content was created, it became apparent that the amount of content required would not fit easily into some design elements.

It also became clear that some of the secondary colours in the brand palette would not meet accessibility criteria because the contrast between background and foreground/text colour was not great enough for partially sighted people.

It was, therefore, recognised early on the value of being adaptable to change.

Weekly sprints and weekly meetings

In our weekly meetings, the agile team was encouraged to provide honest feedback to design elements, content and key messaging. We valued everyone’s opinions and views, and we acted upon them where there was general consensus. This collaborative approach ensured that the project progressed smoothly and that all team members felt valued and involved in the decision-making process.

That didn’t mean we always agreed on every decision – in fact, far from it! But when there were differences of opinion, they were quickly resolved. We could then move forward quickly to the next stages in the process.

Facilitating an agile approach

To facilitate our agile workflow, we implemented Kanban board-style tools. These tools provided a user-friendly way to visualise workflows and manage backlogs effectively. With the Kanban board, we could easily track the progress of tasks, identify bottlenecks, and prioritise tasks as necessary. This transparency about who was doing which tasks and how those tasks were progressing, helped the team stay organised and focused on delivering the business objectives – a re-designed website with new branding and more effective messaging.

By leveraging an agile framework supported by Kanban board-style tools, we created a streamlined process for website redesign and development. Our approach emphasised flexibility, allowing us to adapt to changing requirements and priorities quickly. As a result, we delivered high-quality work on a short timescale while ensuring that the final product aligned with the project’s initial objectives.

The benefits of our agile approach extended beyond the development phase. By breaking the project into manageable chunks and delivering incremental updates, we could gather feedback early and make corrections as needed. This iterative process helped us validate our assumptions, minimise risks and, ultimately, create a new website that met the needs of our business users.

In addition, our agile approach promoted team collaboration and a process of continuous improvement. Team members were empowered to take ownership of their work and contribute ideas for enhancing the project’s success. By fostering a culture of openness and valuing experimentation, we have created an environment where innovation thrives and creativity flourishes.

The final outcome

One of the key strengths of our agile approach was its adaptability. As the project progressed, we could refine our priorities based on evolving requirements and feedback from stakeholders. This flexibility allowed us to stay responsive to changing market conditions and user needs, ensuring that the final product remained relevant and impactful.

The re-designed website fully met the objectives of the project within a short timeframe by fostering collaboration, transparency and flexibility. By creating an environment where teams could innovate, learn and iterate to take advantage of the lessons learned, we ultimately succeed. We now have a new website, better designed to capitalise on our digital marketing campaign.

Anna Preston
Anna Preston is a business management consultant and small business coach at Problogineer. She advises SMEs at all stages from start-up through to established companies looking to accelerate growth with tailored coaching to develop better processes, target growth and improve customer experience. She has a Bachelor of Science (BSc) in International Business Management from the University of Bristol, UK.


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