Creating & Executing a Website Re-Design Simultaneously: A Hyper Rational Approach

Can a web redesign project be executed and created simultaneously? Inspired by the architect of the Seattle Public Library’s innovative hyper-rational process, the UT Southwestern Library embarked on a similar approach to redesign their website in 2017. By harnessing web statistics, designers were able to make definitive choices about content and invest in better user experience design and technology. This approach fostered easy adoption and minimal training, while also inspiring innovation and improvement. By identifying core issues and taking the position that the website is a virtual librarian, UT Southwestern was able to determine what systems and products we should implement to maximize that experience. What resulted was a unique and customized site that adheres to our values, experiences, and service standards.