Hey there, listeners! This is Greg Merrilees from Studio One Design, and I'm excited to welcome you to another episode of the Real Magic Design Podcast. As always, I'm joined by my fabulous co-host, Alan from Pixel Partners HQ.

You know, coming up with a new topic for our show each week can be quite a challenge, but I always find that when we dive into it, the conversation just flows. Alan and I really enjoy bouncing ideas off each other and learning new things in the process. And I hope that our banter and insights are helpful and entertaining for you, the listener, as well.

Today, we're tackling a fascinating topic - when is a paradigm shift in design a good thing, and when is it a total failure? Now, a paradigm shift is all about fundamentally changing the approach or assumptions in your industry. It could be a big, dramatic change, or it could be something more subtle. But the key is that it goes against the established norm.

As designers, we're always looking for ways to stand out and do things differently. But we have to be really careful that those changes are actually beneficial for our clients and their customers. Sometimes, what seems like a cool, innovative idea can actually end up frustrating people and hurting conversions.

Alan and I are going to dive into some real-world examples, from our own experiences and beyond, to explore when paradigm shifts work and when they fall flat. We'll talk about things like navigation, pricing strategies, and even packaging design - and how small tweaks can sometimes lead to big changes.

So buckle up, listeners, because this is going to be a thought-provoking ride! I'm excited to unpack this topic with Alan and hopefully give you some valuable insights to apply to your own design work. Let's get started!

• The significance of preparation, user-centric design, and how small changes can create major impacts in functionality and direction
• The importance of testing design elements like hamburger menus and pricing strategies to balance aesthetics with functionality and user behavior‍
• The effectiveness of tailored design strategies, clean layouts, and innovative marketing tactics like lead magnets and striking packaging to drive conversions and sales‍
• The importance of aligning design and branding with user expectations, from flavor-color associations to cautious website redesigns in established industries
• Prioritizing user experience over conventions, advocating for thoughtful design choices like product wizards to create streamlined and efficient interactions

As designers, we're always on the lookout for ways to stand out from the crowd and do things differently. The allure of a "paradigm shift" - a fundamental change in approach or underlying assumptions - can be strong. But is breaking the mould always a recipe for success?

In a recent episode of the Real Magic Design Podcast, my co-host Alan and I explored this very question. When does bucking the industry trend lead to great results, and when does it end in disaster?

The Power of Small Changes

‍Sometimes, a paradigm shift doesn't have to be a massive overhaul. Even minor tweaks to the status quo can have a big impact - for better or worse.

Alan shared a frustrating example from his own experience using the project management tool Teamwork Desk. In this app, the search function is hidden behind a magnifying glass icon in the bottom left corner, rather than being prominently displayed in the top right where most users would expect it.

"It's infuriating and frustrating, and it just never changes, because everybody else has it in the top right-hand corner, ready to go," Alan lamented. While this may seem like a small annoyance, those seconds wasted hunting for the search bar can add up quickly, especially across an entire team.

On the flip side, I've seen designers try to "fancy up" the navigation menus on websites, moving away from the standard top-bar layout in favor of more "trendy" hamburger menus. In theory, this minimalist approach can look sleek. But in practice, we found that it often resulted in a significant drop in conversions, as users struggled to find the pages they needed.

"People weren't clicking it like people were, but nowhere near as many. So people were bouncing. So that's terrible for a website," I explained.

The lesson here is that just because a design change seems clever or visually appealing, it doesn't mean it will serve your users well. Sometimes, sticking to the industry standard is the best way to ensure a smooth, intuitive experience.

Challenging Assumptions

‍Of course, there are times when challenging long-held assumptions can pay off in a big way. Alan shared a fascinating example from his own product photography business, where he traditionally offered three pricing tiers for his photo trading cards.

"I was always taught in my photographic career to offer three product options, right, an A, B and a C, in price order, Low, medium-high," he explained. But when some of his clients pushed him to add a fourth, lower-priced option, Alan was hesitant. He worried it would detract from his average sale value.

However, when Alan did test the four-tier pricing model, he was surprised to find that it increased his average sales by around 11%. "For some reason, they were opting for pack two more often and pack one," he said, puzzled by the results.

This just goes to show that we can't always rely on our past experiences and industry "best practices" to guide us. Sometimes, shaking up the status quo - even in a seemingly minor way - can unlock unexpected benefits.

Designing for the Industry, Not Yourself

‍Of course, not every paradigm shift is a winner. Alan and I discussed examples where designers got a little too creative, forgetting to consider the needs and expectations of their target audience.

One case in point: the packaging design for a lighting company client of Alan's. Traditionally, lighting products came in plain brown boxes. But this client wanted to stand out, opting for stark white boxes with silver foil stamping.

"Everybody said, even within the business, that's crazy, shipping cartons get dirty. It's not going to look nice," Alan recalled. Yet, the gamble paid off. The beautiful packaging excited the sales staff and helped the products stand out, ultimately boosting sales.

However, Alan warned that this kind of dramatic shift doesn't always work. He pointed to the example of a wholesale trade market that tried to emulate high-fashion magazine aesthetics in their design - only to find that their core customers, who were used to a no-frills utilitarian look, were turned off by the change.

"Their market is just not open to it. They weren't clean and simple and easy to digest information so that they can make quick decisions on what they're doing from a trade point of view," Alan explained.

The moral of the story? When considering a paradigm shift, it's crucial to keep your target audience top of mind.