If you have a working product used by a large audience, then you can’t change anything at once. It’s difficult, expensive, and sudden redesigns break down metrics.

It’s frustrating. Why bother to draw concepts at all if the first changes can only be seen in a year (if at all). But the concept is such a big, beautiful and clear goal. It shows the team what we want to achieve.

The concept is also like a compass, all small changes in the product design can be correlated with it and evaluated: whether these changes bring you closer to the goal or not. Are they similar to how we see ourselves in the future?