This redesign isn't a redesign just for the sake of redesigning. I want to improve the site in every conceivable way you can improve a site. One of the big things is that the design should serve the different types of content in a way appropriate to that content. For example, the individual video pages. Why do those look exactly like blog posts in the v9 design? Isn't watching a video a different experience? Should it be, for example, easier to find where to subscribe to more videos? The gallery is another example of an area that is sorely underserved in the v9 redesign.

In this video we look at a whole slew of goals for the redesign. That way as we move forward with the redesign process, we can make decisions that will move us toward those goals.

A high level overview:

  • Address the different types of content better
  • Be more consistant visually with certain design patterns (e.g. pagination)
  • Better cross-device treatment (e.g. responsive design and more)
  • Make the site faster
  • Increase traffic
  • Better monetization
  • More and different "little things" (e.g. whimsical bits)
  • Build the new private access area

More detailed goals are in the Markdown file below, including a snapshot of the analytics as we start the design.


  1. User Avatar
    Permalink to comment#

    I’m loving this series already, Chris. Thanks for doing this.

    Quick suggestion, it would be great to have a “Next Video” link on this single video page. This way we don’t have to go back to the archive.

    • User Avatar
      Seth Hall
      Permalink to comment#

      I agree, great series already and a next video would be sweet!! Also, the video blends in with the “lodge” background, which is a bit weird on the eyes, maybe a subtle border around the video would do the trick.

    • User Avatar
      Dillion Curry
      Permalink to comment#

      /agree with both posts here.

    • User Avatar
      Permalink to comment#

      Me too! +1 for both.

  2. User Avatar
    Permalink to comment#

    Hey Chris, can I upgrade to Bear level

    • User Avatar
      Chris Coyier
      Permalink to comment#

      Please send me an email at and I’ll let you know the plan on that.

      I’m going to bury this in an attempt to keep comment threads about the content instead of membership issues.

  3. User Avatar
    Permalink to comment#

    Hey Chris, there seems to be a download issue here. It’s trying to download the “02-goals.xml” instead of the video file when I click on “Download Video File”.

  4. User Avatar
    Permalink to comment#

    I am also unable to download this video file, I get an XML file instead. I tried reloading a few times, no luck.

    • User Avatar
      Chris Coyier
      Permalink to comment#

      Please try refreshing the page before clicking the download video file button.

      I’m going to bury this in an attempt to keep comment threads about the content instead of technical issue.

  5. User Avatar
    Permalink to comment#

    Hi, is it only me or there is some issues with downloading the attached files ? was trying to get the goals doc with no success, thanx

  6. User Avatar
    Permalink to comment#

    can you tell me what is the .markdown file is?

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