Redesigns almost never improve metrics

Never ever once have I seen a rebrand or redesign, especially of UK marketing site produce good performance results.

Elena is advising against website rebrands and redesigns, which she says consistently hurt performance metrics despite expectations of growth.

Just don't do it if you expect immediate results out of it, or at least educate the team on how long it's going to take to get to the point where you think that there's going to be upside away from your original brand.

There's nothing worse than the marketers trying to market something based on pictures from the designers that have vastly changed by the time they go out or that they don't know whether it's going to come out on the right day or not.

I think there are two fundamentally different types of product development. One is designing a new feature. It is hard, but it's voluntary for people to use. So you do the AI DJ. Some people love it, that's fine. If you don't like it, it didn't make it worse for you. But when you redesign, it is much more tricky because it's not voluntary to participate in the redesign.