Redesign Only With New Insights

Adam Fishman has seen a lot of teams redesign their onboarding flow because... well, because it's been a while.

'I very strongly dislike the idea of redesigning something for redesigning sake... It's acceptable to revisit when you are learning net new principles about your customers or something new about your growth model.'

Parent translation: that bedtime routine you've been doing for a year? The one that works? Don't mess with it because you're bored or read some new parenting book.

Routines should evolve when you've learned something genuinely new. Your child has new fears. They've outgrown a step. Something has fundamentally changed.

But if the routine is working and you're just tired of reading the same book every night? That's not a reason to redesign. The routine isn't for you.

'Only when you discover something really fundamentally net new, will it have an outsized impact.'

If it ain't broke, don't optimize it.