Signals
Wave 4: Designed to Win (or Fail Spectacularly)
Wave 4: Designed to Win (or Fail Spectacularly)
Bad design can sink a great product. Good design can turn casual buyers into lifelong fans. And when brands mess it up? People will let them know.
From Sonos alienating loyal customers with a clunky app redesign to Tropicana’s $35 million packaging disaster, this week, we’re stepping back from the relentless news cycle to focus on something we actually love… design.
Sonos Breaks the Sound Barrier (And Not in a Good Way)
Sonos built its reputation on seamless sound and a premium user experience. Then they redesigned their app, and suddenly, their most loyal customers were ready to jump ship.
The Highlights:
Key features vanished – The update removed sleep timers, favorites, and local music playback, frustrating longtime users.
Loyalists turned critics – A once-devoted fanbase flooded forums and social media with complaints, with some even considering switching brands.
Sonos backpedals – The company admitted they launched the redesign too soon and promised fixes, but regaining trust won’t be easy.
Why It Matters:
Customers don’t just buy a product. They buy into an experience. Strip away what they love, and they’ll find something else to love instead.
Our Take:
A redesign should never feel like a downgrade. If you’re going to overhaul something, make sure it’s actually better before you roll it out.
Airbnb Proves First Impressions Aren’t Everything
When Airbnb unveiled its new logo in 2014, the internet immediately decided it looked... suggestive. But a decade later, no one’s talking about the logo anymore. They’re just using the platform.
The Highlights:
A rocky debut – The "Bélo" symbol was meant to represent belonging. Instead, people compared it to anatomical parts.
Airbnb stayed the course – Despite the internet roasting, the company stuck with it, pairing the rebrand with a strong user experience.
The takeaway? – First impressions fade. A well-designed brand experience lasts.
Why It Matters:
A great brand can withstand a bad first impression. If the product delivers, the design will eventually make sense.
Our Take:
If your branding is well thought out, let people scream into the void. They’ll get over it.
Tropicana’s $35 Million Mistake
What happens when you redesign your packaging so much that people can’t recognize your product? You lose $35 million in sales. Just ask Tropicana.
The Highlights:
A drastic packaging change – Tropicana ditched its iconic orange-with-a-straw imagery for a minimalist design that confused customers.
Sales plummeted – Within two months, Tropicana lost a major chunk of its market share.
They walked it back – The company scrapped the redesign and went back to its original packaging.
Why It Matters:
Brand recognition is everything. Change too much too fast, and customers might not even realize they’re looking at the same product.
Our Take:
If it ain’t broke, don’t fix it. And if you do, test it first.
Apple: The Masterclass in Good Design
For every Sonos or Tropicana, there’s an Apple showing that when design is done right, people will literally camp outside stores for it.
The Highlights:
Less is more – Apple’s entire design philosophy is about simplicity and usability.
Hardware and software are seamless – Everything in the Apple ecosystem just works together, keeping users locked in (willingly).
Premium experience = premium pricing – Apple’s design-driven approach allows them to charge a premium, and people gladly pay it.
Why It Matters:
Apple isn’t just selling products… It’s selling an experience. And that’s why their design decisions stand the test of time.
Our Take:
Great design isn’t just about aesthetics. It’s about how something makes people feel.
Big Idea, Bad Execution: The Humane AI Pin’s Rapid Fall
Humane’s AI Pin was supposed to revolutionize tech—a screenless, voice-controlled wearable that could replace your smartphone. Instead, it’s a masterclass in how not to launch a product.
The Highlights
Overhyped, Underwhelming – Promised as the future of mobile, the AI Pin flopped due to poor design and clunky interactions.
Frustrating UX – Users reported overheating, slow responses, and missing basic features.
Fast Failure – Despite raising $230M, Humane is shutting down, selling its assets to HP.
Why It Matters
A great idea means nothing if it doesn’t work. Poor execution can turn even the most hyped product into an expensive mistake.
Our Take
Tech should make life easier, not harder. If you're replacing an essential tool, it has to be seamless. Humane’s AI Pin wasn’t, and it paid the price.
The Wrap-Up: Design Can Make or Break You
If there’s one takeaway from this week’s lineup, it’s this: design isn’t just about looking good. It’s about keeping customers coming back.
At Matic, we’ve seen firsthand how design decisions shape everything from user engagement to brand loyalty. That’s why we help our partners think beyond visuals and focus on functionality, experience, and impact.
Looking to refine your brand or product experience? Let’s talk. We help teams build, test, and iterate on great design—before they end up in a Sonos-style apology tour.
We’ll be back in a couple of weeks. Until then, send us your favorite (or least favorite) design decisions. We love a good debate.
— Your Friends @ Matic
