I wrote 13 reasons why it’s better to iterate on what you have now instead of waiting for a redesign or other kind of overhaul. 1) Major redesigns throw out legitimate work, both design and dev, that may have been working fine. 2) While it’s nice to start with a fresh slate as a designer or developer even, you will also have to learn from new mistakes you don’t know about yet.

I will explain how “experience” is not something that can be designed because it is the subjective experience of the individual. What is designed is the object or artifact, and the individual’s reception of it belongs to themselves.

Today I decided to take on the difficult task of attempting to improve the checkout experience of the Nike iOS app. First of all I had to take stock of the screens and interactions on this page. It was very hard to find any flaws. However there are some things that could be improved in terms of being creative, rather than fixing something.