dkrees

That should have been success for us on the Office team except we changed the product so much that everything special the admins had mastered had become irrelevant. They had lost their sense of mastery over their environment.

Those customers become your very best customers who see your tool as a path to mastering some of the ever more complex aspects of life or work. Those same people also become your harshest critics when you try to change, anything.

… people to think of this the same way we treat copy guidelines. Every project where we think about, “If a brand were to speak to us, what would it say?” we also need to start thinking, “If a brand were to move, what would it feel like?” Is it whimsical? Is it swift and powerful? Is it a subtle added detail that helps users recognize w…