Realign
Condemned to the 1st Circle of Hell

Definition:

[...] In direct contrast to the Redesigners, the Realigners cite strategic objectives and user needs as reasons to consider a site overhaul:

Market trends have shifted. Should our website be adjusted accordingly?
Our users’ needs have changed. Do we need to adapt?
We’ve added 3 new sections and a slew of new content to the site over the last 12 months. Are we presenting content as effectively as we can?
Our current website does little to convey the strength of our product offering.
Does our online presence enhance or devalue our overall brand perception?

Thus, the differences between Redesigners and Realigners might be summarized as follows: The desire to redesign is aesthetic-driven, while the desire to realign is purpose-driven. One approach seeks merely to refresh, the other aims to fully reposition and may or may not include a full refresh. (Note that by “reposition,” I mean strategy and not physical location or dimensions.)

(from Cameron Moll’s A List Apart article)

  1. 1
    Chris Says:

    blegh. Another bland marketese term that seeks to supplant the notion that “we screwed up figuring out what our target demographic is and now we’re going to make fixing this sound like a noble endeavor”.
    Strategic Objectives as shown in the definition is one of those “we can do what you want but it’ll cost ya” terms that always seem to follow terms like “Realign” and other claptrap.

  2. 2
    Dragan Babić Says:

    The concept of “realigning” is good, the use of that word and the fucking bandwagon is driving me mad. Kill it.

  3. 3
    Brian Says:

    Sounds like its should be a glossary term in an html idiots guide. realign=”center”

  4. 4
    arkitrave :: architecture, web design, and stuff » SXSW : Day Three Says:

    [...] A panel of amazingly talented guys redesigned craigslist. It looks good. They talked about their process. The new craigslist home page and new listings page…clean, well-organized, really sort of a, well, a realignment. Check it out. [...]

  5. 5
    Matt Says:

    You mean “fix”? How about “update”?

  6. 6
    Buzzerboy Says:

    Unless you mean aligning the wheels of your car, the other nearest meaning of this buzzword is trying to make ends meet as far as people and attitudes are concerned. In business, it may also mean trying to align current practices with governing ones.

    Well it is a known word today. But normally, it is reserved for people who are more inclined to understand business practices today.