Keep your team motivated even after the launch
Major tech companies face unproductivity and post-launch depression — which could go out of hand
Introduction
There’s an unmistakable buzz when a new product is about to hit the market. Teams pour their energy and creativity into development, racing towards that exhilarating launch day. But what happens after the confetti settles? Many face a not-so-talked-about challenge: post-launch depression. This article dives into how design principles and methodologies, often underutilized in this phase, can be pivotal in softening the blow of this emotional downturn. By weaving design into the entire product lifecycle, we can support not just the product’s success but also the emotional well-being of the team behind it.
What Is Post-Launch Depression?
Post-launch depression isn’t a term you’ll find in most product management textbooks, but it’s a real phenomenon. After the climax of a product launch, teams often experience a collective slump. It’s akin to the silence that follows the end of a grand symphony. This phase, while not often discussed in the limelight of product development, is a critical part of the product lifecycle.
Consider Apple. After the launch of a major product like the iPhone, Apple’s team doesn’t immediately start celebrating; instead, they’re likely analyzing feedback, planning updates, and thinking ahead to the next model. This relentless pace can be emotionally taxing.
Symptoms of post-launch depression in product teams can range from a lack of motivation to a feeling of aimlessness. It’s like running a marathon and not knowing what to do once you’ve crossed the finish line. This emotional trough can have tangible business implications: decreased productivity, loss of creative momentum, and even high turnover rates.
A study by the Harvard Business Review highlighted that 70% of employees feel most engaged when they believe they are continually developing. Post-launch phases, if not managed well, can significantly disrupt this sense of development and engagement.
The video game industry offers a clear illustration. A game like ‘Cyberpunk 2077’ by CD Projekt faced significant challenges post-launch due to technical issues and public backlash. The development team, having worked tirelessly towards the launch, found themselves grappling with negative reviews and morale issues. This situation underscores the importance of maintaining team motivation and focus even after a product hits the market.
The Role of Design in the Product Lifecycle
In the realm of product development, design has traditionally been pigeonholed into the pre-launch phase, focusing on aesthetics, usability, and functionality. Yet, its impact should extend far beyond the initial release. Integrating design thinking throughout the product lifecycle is key to maintaining team momentum and engagement post-launch.
Let’s delve into a specific example: Airbnb. Their approach to design goes much beyond the surface level, deeply embedding it into every aspect of their service lifecycle. After introducing a new feature or service, Airbnb doesn’t just move on to the next project. Instead, they enter a critical phase of observation and refinement.
For instance, when Airbnb launched its ‘Experiences’ feature, allowing locals to offer tours and activities, they didn’t stop at the launch. They meticulously gathered user feedback, closely monitoring how both hosts and guests interacted with this new offering. This feedback became the driving force for continuous design improvements. The initial version, while functional, underwent numerous iterations based on real-world usage data. New categories of experiences were added, the booking process was streamlined, and more emphasis was placed on personalization — all stemming from user input.
This ongoing process does more than just enhance the product; it actively engages the team. Designers, developers, and product managers see their work in a constant state of evolution, directly influenced by real-world interactions. This approach turns the post-launch phase into a dynamic period of growth and learning, rather than a time of decline and disengagement.
Design Strategies to Combat Post-Launch Depression
Adopting specific design strategies can be pivotal in addressing post-launch depression. Let’s explore three key approaches: iterative design process, user feedback integration, and visual storytelling.
Iterative Design Process
An iterative design process can maintain team engagement by fostering an environment of continuous improvement. Google Maps is a notable example. Launched in 2005, it didn’t just stop evolving post-launch. Instead, it continuously introduced new features like real-time traffic updates, street view, and personalized location suggestions. This ongoing development keeps the team focused on incremental enhancements, ensuring that the post-launch phase is as dynamic and goal-oriented as the development phase.
User Feedback Integration
Incorporating user feedback into design is essential for creating a responsive and evolving product. After the mixed reception of Windows 8, Microsoft adopted a more user-centric approach to Windows 10 development. They launched the Windows Insider Program, which allowed users to test early versions and provide feedback. This continuous loop of feedback and design adjustments not only improved the product but also kept the development team aligned with user needs and engaged in making meaningful improvements.
Visual Storytelling
Lastly, creating a visual narrative for the product’s future can be a powerful tool. This approach is well-illustrated by Tesla’s master plan. Elon Musk publicly outlined a step-by-step vision for Tesla’s future, starting with high-end electric cars and gradually moving towards more affordable models and broader clean energy solutions. This roadmap served as a visual and strategic narrative, guiding the company’s design choices and keeping the team aligned and motivated toward a clear, long-term vision.
Design as a Business Philosophy
Merging the concepts of building a sustainable design culture with design as a business philosophy offers a holistic approach to nurturing resilience in organizations. This integrated strategy can significantly mitigate the effects of post-launch depression.
Sustainable Design Culture
A sustainable design culture is about more than encouraging creativity; it’s about embedding design thinking into every level of an organization. Consider IBM, a company with a century-long history that has successfully integrated design thinking into its core. IBM established the IBM Design Thinking framework, which is not just a tool for designers but a set of practices and principles for all teams. This approach has transformed their product development process, encouraging continuous iteration and user-centricity, which in turn keeps teams engaged and motivated beyond the launch.
Design as a Business Philosophy
When design principles guide business decisions, it leads to more than just aesthetically pleasing products; it results in a business model that is adaptable, user-centric, and innovative. Amazon’s leadership principles, for example, include a focus on customer obsession and a commitment to innovation. These principles have led to a culture where new ideas are constantly tested, iterated, and evolved, as seen with the evolution of Amazon Prime. Originally a simple shipping service, Prime has transformed into a comprehensive subscription model offering a wide array of services, driven by continuous customer feedback and innovation.
Integrating Design and Business Strategy
A practical step for integrating these principles is to conduct regular cross-functional workshops where teams from different departments collaborate on future strategies, using design thinking methodologies. This practice ensures that design is not siloed as a department but is a shared language across the organization.
Quantitative Impact
The impact of such integration is measurable. Companies that embrace design as a core business strategy have seen substantial results. According to a report by McKinsey, businesses with top-quartile McKinsey Design Index scores outperformed industry benchmark growth by as much as two to one.
Case Study: Adobe’s Creative Cloud Transition
Adobe, known for its creative software suites like Photoshop and Illustrator, faced a significant challenge when transitioning from traditional software sales to a subscription-based model with Adobe Creative Cloud. This shift wasn’t just a business model change; it required a complete overhaul of their design and development approach.
Pre-Launch Strategy
Before launching Creative Cloud, Adobe invested heavily in understanding the evolving needs of its user base, which had grown to include not only professional designers but also casual users and students. They engaged with these communities to gather insights, which then informed the design of the new platform.
Post-Launch Adaptation
Following the launch, Adobe didn’t rest on its laurels. They closely monitored user feedback and engagement metrics. This data-driven approach enabled them to continuously refine the user interface and add new features that addressed real user needs. For example, they noticed a demand for more collaborative tools, leading to the development of features that allowed easier file sharing and team collaboration within the Creative Cloud.
Results
This ongoing, iterative process transformed what could have been a post-launch slump into a period of dynamic growth. Not only did Adobe manage to retain its existing user base, but it also attracted new users who found value in the continuously evolving nature of the platform. Moreover, the team behind Creative Cloud remained highly engaged, driven by the direct impact of their work on user satisfaction and engagement.
Conclusion
Embracing design in its broadest sense — extending beyond mere aesthetics to encompass methodologies, culture, and business strategy — is key to navigating the emotional and practical challenges of post-launch depression. By fostering a culture of continuous innovation and integrating design thinking into every facet of the business, organizations can sustain momentum, adapt to evolving user needs, and maintain team engagement. This holistic approach not only enhances product success but also bolsters the emotional resilience of the team, ensuring that the journey post-launch is as rewarding and dynamic as the build-up to it.
Written by: Inchara, Weave design team.
Hey!
If you enjoyed reading this article and want more engaging content like this, don’t forget to follow our publication!
Weave is a design firm focused on building magical experiences through purpose-driven design. We aim to create products that people truly love. To know more visit weavedesign.us
