The industry keeps talking about big overhauls and complete redesigns. But here’s the thing: they’re almost always worse.
When you throw out everything and start from scratch, you lose institutional knowledge, user patterns, and all the tiny fixes that actually matter. You also introduce a metric ton of new bugs. Everyone’s been there—a site redesigns, and suddenly nothing works the way it used to.
The data actually backs this up. Companies that ship small changes weekly consistently outperform those doing annual redesigns. Shopify adds like 50 tiny features every sprint. Netflix constantly tweaks recommendations with incremental changes. Slack keeps making small UX adjustments.
The magic isn’t in the big reveal. It’s in the compounding effect of continuous iteration. You measure, you learn, you adjust. Next week you do it again. That’s how you actually move the needle.
Stop waiting for the perfect redesign. Ship something small this week instead.