If you use the Internet Wayback Machine to view some of the more popular sites on the Internet, like perhaps Google or Amazon, you'll notice an interesting phenomenon. They don't look all that different in 1998 or 1999 than they do at present. But that seems somewhat odd, when you consider that most Web designers spend most of their time redesigning websites for people. But the fact of the matter is, when it comes to retaining customers, redesigns don't work.
Source : - Iterative Design - Using Iterative Design Approaches to Redesign Your Website
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