When redesigning or updating a website, the focus often lands on visual appeal and fresh content. However, the underlying functionality and user options are equally critical. Retaining well-performing features can significantly enhance the user experience (UX), maintain consistency, and retain audience loyalty. In this article, we’ll explore which website functionalities are worth preserving beyond the content itself, and examine real-world case studies that illustrate how these choices contribute to long-term digital success.
Key Website Features Worth Keeping for Better UX
Modern websites prioritize usability over aesthetics. One essential feature to preserve is intuitive navigation. A user-friendly menu system, sticky header, or well-organized site map ensures visitors can find information quickly without frustration. According to Nielsen Norman Group, 76% of users say the most important aspect of a website’s design is how easy it is to find what they’re looking for. Consistent navigation encourages returning visitors to feel “at home,” even when the site undergoes aesthetic updates.
Secondly, maintaining a responsive design layout is fundamental. With over 58% of global website traffic now coming from mobile devices (Statista, 2023), responsiveness is necessary. Preserving existing responsive frameworks, if already well-optimized, prevents unnecessary redevelopment costs and shortens the update timeline.
Lastly, don’t overlook functional tools like search bars, accessibility options, and form submissions. Many sites, such as BBC News and Airbnb, continue refining these tools rather than replacing them entirely. Maintaining an advanced search function or seamless form validation system means users can quickly interact with your content, while accessibility features—like text size adjustment or ARIA labeling—promote inclusivity.
Key Takeaways:
- Keep intuitive navigation elements for returning user familiarity.
- Preserve mobile responsiveness to maintain accessibility.
- Retain interactive tools like search and forms for usability consistency.
Real-Life Case Studies and Insights from Modern Sites
A great example is Spotify’s web player redesign. When Spotify revamped its interface, it didn’t change core functionalities like playlists, account management, or playback options. Instead, it improved them visually and made them quicker to access. This showed that while design evolution attracts new audiences, familiar features retain existing users who already love those tools.
Another case is The New York Times, which consistently updates its visual hierarchy but maintains strong, recognizable features such as subscription management and dynamic search. Their decision to keep core interaction mechanics—like saving articles and offline access—has contributed to a significant rise in digital subscriptions, now exceeding 9 million (NYT Investor Data, 2023). These small-but-essential features provide continuity amid transformation.
Similarly, Amazon’s interface evolution demonstrates the power of functional consistency. Despite countless design iterations, features like the search bar, user reviews, and “Save for Later” remain central. These elements have proven their worth through analytics-driven user testing. By studying user behaviour patterns and engagement data, Amazon ensures that what works stays in place—even as the company experiments with new experiences through AI-driven personalization.
Key Takeaways:
- Spotify: kept core features to maintain user loyalty.
- The New York Times: preserved functional user tools for continuity.
- Amazon: relied on analytics to determine which tools remain effective.
Choosing which features to keep on a website is not just about nostalgia—it’s about understanding what your users value most. Consistent navigation, responsive design, and essential interactive elements often become the backbone of long-term digital strategy. They bridge the gap between new design trends and loyal user expectations.
Before launching a redesign, evaluate your current site’s most-used functionalities. Review analytics, survey users, and pinpoint which tools they rely on the most. Once identified, focus your redesign on enhancing—not replacing—the features that define your brand’s digital experience. Reflect on your own site: what functions do your visitors keep coming back for, and how can you make them even better?
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