Hey there, listeners! I'm Greg Merrilees, co-host of the Real Magic Design Podcast, and I'm excited to dive into today's topic with my good friend and co-host, Alan Nunez.

We're going to be unpacking the concept of "change for the sake of change" - something that I know a lot of businesses and designers struggle with. It's so tempting to want to constantly update and refresh things, but we really need to make sure that those changes are serving a purpose and delivering real value.

As designers, Alan and I have seen it all - from companies that stubbornly cling to outdated designs, to those that seem to change for the sake of change, leaving their customers confused and frustrated. And let me tell you, it's a fine line to walk.

On one hand, we know that design trends and customer expectations are constantly evolving. If you don't keep your brand and your digital presence fresh, you run the risk of looking stale and out of touch. But on the other hand, making drastic changes without a clear strategy can seriously backfire and damage the trust you've built with your audience.

In this episode, Alan and I are going to dive deep into some real-world examples - both good and bad - of companies that have navigated this tricky territory. We'll explore the importance of understanding your "why" before making any major changes, and we'll share some tips on how to test and iterate in a way that keeps your customers happy and engaged.

Whether you're a business owner, a marketer, or a designer, I think you're really going to get a lot out of this conversation. So sit back, grab a pen and paper, and get ready to learn how to make changes that truly move the needle for your brand. Let's do this!

• Focusing on essentialism in business: understanding the reason for change and making informed decisions before redesigning or altering processes.
• Balancing design changes and user experience: updating regularly while avoiding unnecessary changes that disrupt the functionality or user expectations.‍
• Retaining legacy products and designs: balancing innovation with customer familiarity to avoid confusion and backlash.
• Design changes and their impact on business: balancing customer trust with innovation and prioritizing user experience over trends.
• Website redesign: testing small changes, asking 'why' before making adjustments, and ensuring purpose-driven updates to avoid negative impacts.

Change for the Sake of Change: Why Businesses Need to Be Intentional with Design Overhauls

As designers, my co-host Alan Nunez and I have seen it all when it comes to how businesses approach change. On one end of the spectrum, you have companies that stubbornly cling to outdated designs and processes, afraid to rock the boat. On the other end, you have those that seem to change for the sake of change, leaving their customers confused and frustrated in the process.

Finding the right balance is critical. Design trends and customer expectations are constantly evolving, so if you don't keep your brand and digital presence fresh, you run the risk of looking stale and out of touch. But making drastic changes without a clear strategy can seriously backfire and damage the trust you've built with your audience.

So how do you know when it's time to make a change, and how can you ensure that those changes are actually driving positive results for your business? In this article, we'll dive into some real-world examples and share our top tips for approaching design overhauls with intention.

The Dangers of Change for Change's Sake

‍One of the most common drivers of unnecessary change that we see is simply a desire to look "new and improved" - whether that's a website redesign, a rebrand, or a product packaging update. The thinking is often, "Our current design is looking a bit dated, so let's shake things up and give it a fresh look."

The problem with this mindset is that it fails to consider the actual needs and behaviors of your customers. Take the example of the Australian company Hills, which makes the iconic Hills Hoist clothesline. Despite the fact that their core product design hadn't changed in over 40 years, they were still able to maintain a loyal customer base. Why? Because the design was tried-and-true, and customers knew exactly what they were getting.

Contrast that with the experience of the cling wrap brand Glad, which decided to move the little metal cutter on their packaging to a different position. This seemingly small change ended up causing major frustration for customers who were used to the old design. Glad ended up losing a significant amount of business and having to spend millions on advertising to apologize and revert back to the original packaging.

The lesson here is that just because something feels "stale" to you as a business owner or designer, that doesn't mean your customers feel the same way. Before making any major changes, you need to deeply understand what's actually working - and what isn't - from the customer's perspective.

Approaching Change with Intention

‍So how can you ensure that the changes you make to your design, branding, or products are truly beneficial? The key is to approach it with intention and a clear understanding of your "why."

As Alan pointed out, the best companies in the world make changes with the customer in mind - not just to make things look fresh and new. They test small changes, get feedback, and iterate gradually rather than doing a complete overhaul all at once.

A great example of this is the way Apple handles updates to its operating systems. Rather than making drastic, disruptive changes, they tend to roll out smaller, more incremental updates that keep the core user experience intact. This allows customers to adapt gradually without feeling completely lost or frustrated.

Another interesting case study is a client of Alan's who intentionally changes the look, feel, and branding of their product lines every two years. The reason? It gives them a built-in opportunity to re-energize their sales and marketing efforts around those products. The changes are strategic, not just cosmetic.

The key is to always be asking yourself, "Why are we making this change, and who will benefit from it?" If you can't clearly articulate the purpose and the intended outcome, then it's probably not worth pursuing.

Testing and Iterating

‍Of course, even with the best intentions, it's impossible to know for sure how a design change will impact your business. That's why testing and iterating is so crucial.

Rather than rolling out a complete website redesign or rebranding all at once, try testing small elements first. Split-test different homepage designs or product packaging options to see how your customers respond. This allows you to gather real data and make informed decisions, rather than relying on assumptions.

And if a change doesn't perform as expected? Don't be afraid to revert back to the original. As Alan shared, his client Kate Dwyer experienced a major drop in conversions after launching her new website design. By quickly iterating and testing, she was able to get things back on track - but the initial change ended up.