Redesign. Why users don’t like it?
How do you feel about the redesign?
Why not, if we say about your brand or app (there is always something to improve). But how does a consumer react to a redesign? Have you ever wondered why most users do not immediately accept even the right redesign? Let’s look at the reasons why your redesign feedback from the user might be critical.
- 9 to 1
This rule applies to how companies can evaluate their product (brand, application, website, etc) relatively with the user. John Hurwin calculated some formula: what consumers have is three times more critical for them than what they can get. In turn, how companies re-evaluate their new product in three times.
3 x 3 = 9 – this is how many times the desire of consumers differs from the company’s expectations. All this is due to the fact that companies are rarely used focus groups when testing a product. Basically, testing takes place inside the company, and it cannot give an objective assessment of the product.
- Effect of ownership
The essence of this phenomenon is that for the most part, people will choose what they already have, rather than what they can get later. That is, if the user has the opportunity not to switch to the new design of the application, he will most likely not do it.
- Lazy approach
People don’t like change. This is due to the fact that moving on to something new, customers will have to gain new experience and learn, but nobody don’t want to do this.
But, users aren’t always to blame for not accepting a new design. Agree, sometimes redesign, for the sake of redesign, isn’t the best solution. Often, designers themselves make mistakes that spoil your relationships with users.
How can the consumer be softened?
- Implement new functionality gradually. You don’t need to ruin everything old immediately, you will only scare away users. Let your redesign take a year or even more, so you won’t lose your users.
- Don’t talk about how useful your innovation is. The user still won’t appreciate this because he was comfortable even before that. But, if you focus on how easy it is to use new functions, this may work.
- Don’t push the user. If you have the opportunity to test drive your innovations – don’t miss the chance! In the first step, give the user a chance to choose whether to apply updates or not. This will make the user more loyal.
And remember, something is worth improving, only when it is essential. Don’t disturb your users in vain.
Sweetcode Lab is ready to audit your application or site to find weaknesses and help you with a quality redesign.
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