10/12/2026
A redesign brief usually gets written before anyone checks the numbers. Before you brief anyone, baseline four things: conversion rate by page, form drop-off by field, mobile load time on the pages people actually land on, and which pages AI assistants cite for your category. If 40 percent abandon at one field, that is a scope item, not a design preference. The diagnosis takes two weeks. Skipping it is how a beautiful site launches with the same pipeline number.