How Rebranded and Increased Traffic took a big risk when it retired its iconic butler mascot and rebranded its site with a new look, features and tools. Before the change, the company did extensive research and testing with users to make sure that the transition went smoothly, and the work paid off with an increase in traffic. In today's SearchDay article, Rebranding, guest writer Rae Hoffman interviews's Senior User Experience Analyst Michael Ferguson for the inside story on how the company successfully re-engineered its web site.