When I mentioned that we were redesigning our whole site, the response I heard from several people was, “Why redesign your site? It’s already so nice!” I appreciated that, but I knew it could be better. I don’t like to settle for anything less than perfect (yes, I know we are technically not perfect, but I strive to do everything with excellence). The idea to redesign our site started with wanting to update a few things here and there like the home page layout and product photo viewer. But the more I thought about it, the more it made sense to do a complete site overhaul. Our current iteration of the site has served us well for three years, but the web moves fast, and we were due for a major update. During this time, we also started talking seriously about the whole Ugmonk brand redesign and what that could look like. The 2.0 redesign was deeper than a simple visual update.