Improve Existing Website

Improve what is weak without sanding away identity. Existing work contains signal and drift; evidence decides which is which.

1. Inspect the product people actually use

Open the rendered priority path before prescribing. Trace entry, decision, action, and recovery at wide/narrow widths. Inspect hierarchy, tokens, repeated components, content, supplied analytics/user evidence, and business cues.

Label what you can point to EVIDENCE and interpretations INFERRED. “The primary action changes label across three screens” is direct; “the brand values warmth” is inferred unless brief/product evidence says so.

Done when: priority path, recurring choices, and highest-cost failures are observable.

2. Separate identity from drift