Why your product doesn’t need a relaunch

The relaunch is everyone's favourite project: the team gets a fresh playing field, the agency gets a proper budget, management gets a story to tell. Only the product rarely gets what it needs.

Because most problems a relaunch is meant to solve are not design problems. Sign-up does not convert because nobody has decided who the product is actually for. The site feels dated because every department has pushed its wishes into it for years. A new design paints over that — for roughly eighteen months.

What helps instead: a decision. Who is the product for, who is it not for? What gets cut? That is less comfortable than a moodboard, but it lasts longer.

There are good reasons for a relaunch — a real repositioning, a technical fresh start, merging brands. If your reason is "it feels old": let's talk first. It will be considerably cheaper.