How Micro Product Changes Keep Consumers Happy
News alert! People are easier to please than we think. Yes, that’s right, consumers don’t need wild changes
to the products they love, product designers are proving that small changes can make just as big of an
When consumers decide to switch to a different product, it takes a lot of work. They have to find a product
they like better, vet it, and purchase or sign-up for it. For that reason, if a consumer is already using your
product, and know that you care about them by making the changes they need or want, they’re going to be
less likely to hop to a competitor.
A look at Apple, one of the most successful companies in the world
designers are seen as some of the most innovative. Consumers wait patiently to see “what’s next?” from the
brand at their new product releases. However, have you noticed that almost all their new devices haven’t
boasted anything drastically different than what they already do? For example, better battery life, or a
slightly better camera and photo quality. Apple has answered some of the easy to solve issues that
consumers had with their devices, and made slight changes to each new edition to their product.
Buyers crave positive brand experiences
Buyers crave positive brand experiences, it’s as simple as that. Jeff Bezos, the CEO of Amazon answered what
makes a great brand experience simply by saying that “…if the customer doesn’t need to call you, doesn’t need
to talk to you. It just works!”. Product designers need to keep this in mind when making improvements to their
pre-existing products. Often times changes don’t need to be drastic. Simple things like Apple working to
improve battery life will make a significant impact on a users experience.
Big product changes can be risky
Big product changes can actually run a higher risk of losing loyal customers. Why? Because they’re already using your
product, they must like (to some extent). If you revamp it entirely, change the way the consumer has to interact with it,
your customer is likely going to end up frustrated over anything else. It goes back to the age old saying of “If it’s not
broken, don’t fix it.”
In an email between Entrepreneur.com and serial entrepreneur, Sigurd Vedal, Vedal wrote: “Loyal brand consumers
generally think they want new changes to the products they consumer, but reality shows that they do not like many
changes, because it disrupts their familiarity with the product.” Take all our favourite social media networks as an
example of that. Everytime Instagram comes in with a major change to their design and interface, users backlash.
Instead, making smaller changes to the platform or service that help consumers experience, without completely turning
their experience upside down is what product designers need to focus on.
What do you think of embracing micro-changes as a product designer?
Article Author: MAKO Design + Invent
MAKO Design + Invent is a full-service consumer product development firm servicing both high-growth corporate manufacturers and invention startups. With a 25-person team across 3 offices (Austin, England, Toronto), MAKO has complete in-house industrial design, mechanical engineering, and electrical engineering design and prototyping services. To assist our start-up inventor clients, we also have a subsidiary branch called Mako Invent that, in addition to above, helps start-ups with patenting, strategy, marketing, and sales/distribution for all consumer product categories. For our corporate clients, MAKO Design develops world-class consumer electronics designs through our industrial, mechanical, and electrical design teams.
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