When Good Design Kills Adoption: The User Flow Mistakes We Keep Repeating
Ever seen a beautifully designed product that no one actually wants to use? Yeah, me too. In fact , I worked at a design studio where we created several that never actually made it to the app store: but that's a story for another time...
Now, let's talk about the a fundamental gap between pure design thinking and real-world usability.
On one side, you have teams focused on innovation, sleek UI, and elevating the experience. On the other, actual customers just trying to complete a task without friction. What we're focusing on this month is user flow and when these two worlds don’t talk, things break.
Sonos recently showed us exactly how not to handle this. They redesigned their app with a fresh new look but removed essential features, ignored beta testers, and forced loyal users to relearn their entire system. Instead of streamlining the experience, they turned their product into an obstacle course.
But Sonos isn’t alone. Plenty of brands have made the same mistake—mistaking “change” for “progress.”
Let’s break down three real-world examples where design thinking clashed with usability and what we can learn to avoid making the same mistakes.
Windows 8: The UI Nobody Asked For
Microsoft wanted to innovate. Instead, they gave desktop users a touchscreen interface they didn’t need.
?? What Happened?
? Windows 8 replaced the Start menu with a full-screen “Metro” tile interface.
? The problem? The vast majority of users were still on laptops and desktops—without touchscreens.
? IT departments hated it. Users hated it. Chaos ensued.
?? The Fallout:
? Confused enterprise customers.
? Microsoft had to bring back the Start button in Windows 8.1 after major backlash.
? By Windows 10, they completely ditched Metro UI for desktops.
Lesson: If you’re removing a core user behavior, you better have a goodreason—and a backup plan when it flops.
Snapchat’s 2018 Redesign: Fixing What Wasn’t Broken
Snapchat’s attempt at “personalized content” turned into a lesson in why you don’t mess with what works.
?? What Happened?
? In 2018, Snapchat completely overhauled its UI, merging Stories with private messages and shuffling navigation.
? The goal? Make content feel more personal.
? The problem? Users couldn’t find their friends’ content anymore.
?? The Fallout:
? 1.2 million users signed a petition to reverse the changes.
? Kylie Jenner called it “so sad.” Snap’s stock lost $1.3 billion overnight.
? Snapchat spent months scrambling to tweak the UI.
Lesson: Just because a redesign makes sense internally doesn’t mean it makes sense to your users. Test, listen, iterate before going all in.
Google Glass: When Innovation Ignores the User
Google thought they were building the future. Instead, they built a PR disaster.
?? What Happened?
? Google Glass was sleek, futuristic, and full of promise.
? Except… people didn’t want to be recorded 24/7 without their consent.
? The term “Glassholes” quickly caught on.
?? The Fallout:
? Major privacy concerns and social discomfort led to public backlash.
? Google quietly shut down the consumer version and pivoted to enterprise.
Lesson: If a product disrupts user behavior too much without clear benefits, it won’t stick.
Bridging the Gap Between Design Thinking & Usability
These failures all have one thing in common:
They prioritized design vision over customer reality.
The best UX happens when design thinking meets customer behavior.
So how do we make sure that happens? This is where Product Marketing should step in.
? Validate Before You Detonate: Before launching a major change, run usability studies, prototype testing, and focus groups. If beta testers hate it, don’t ship it.
? Messaging Matters: Prepare users for change. Provide clear onboarding, tutorials, and opt-in periods before forcing an update.
? Rollout Strategy: Don’t launch big, launch smart. Start with power users, A/B test, and give users the ability to switch back if needed.
? Measure, Adjust, and Fix Fast: If adoption tanks, be transparent about why and how you’re fixing it. The faster you respond, the less damage control you’ll need.
What We Learned: Design Thinking + Customer Feedback = Adoption
Great design isn’t just about looking good—it’s about making things easier.
When companies ignore user behavior in favor of aesthetics or innovation, adoption suffers.
?? The brands that adapt their flows to real users will win.
?? The ones that force users to adapt to them will struggle.
Until next time… share with me some of your feature fails and what you learned from them.
#UX #ProductMarketing #DesignThinking #UserExperience #CustomerFirst #MarketingFails