Jared Spool looks at different redesign strategies in Extraordinarily Radical Redesign Strategies. Whenever time and budget allow it, I believe the “realign” strategy — what Jared calls “The Glacial-Speed Approach” — works best. This strategy relies on continuous, incremental change to reach your site goals:

The beauty of making small changes means that you never have high risk. A menu item here, a new form field there. Slowly the interface morphs, and if you make a mistake, well, you change it back.

But here’s the kicker — the reality that makes most product teams opt for a different strategy:

This type of redesign takes patience. It also takes humility, especially from those organizations who think people want to hear that they’ve made it better. Unfortunately, to most people, those proclamations sound like the web equivalent of “Our menus have changed so please listen carefully.”

To pull this off, the team needs a solid vision of where the design should eventually go. Then, one small change at a time, they start. Make the change and watch what happens, proceeding slowly to the next. The team will know it’s succeeded when they hear a user insist that a new addition has been in the design all along.

Patience isn’t a word most people would use to describe their leadership teams when it comes to site redesigns. But the reality is that most other strategies involve much higher risks than the internal frustration of waiting a few extra months using the realignment approach. Risks like losing the majority of your customer base to a competitor (as Digg found out the hard way).

Read Jared’s article for a good overview of the pros and cons of different redesign strategies.