It can be tempting to consider the aesthetics and expediency of a site redesign above all else, but an insightful case study published this week in Digiday about The Economist’s site redesign details that the company took it slow.

How slow?

The Economist started off showing the redesign to just 0.5 percent of those who visited the site when the redesign was first ready for launch. Over the next 9 months, the organization continued to slowly roll out the redesign to a larger group of people, while continuing to make changes based on feedback it was receiving along the way. The “final” launch of the redesigned site took nearly a year. The result is a site that is backed by the best principles of design, mixed with tweaks that provide users what they want.