The article discusses the psychological phenomenon known as the Rollback Effect, which describes the emotional downturn that can follow initial praise for a design or product. It emphasizes how designers often face abrupt changes in feedback, leading to feelings of uncertainty. A case study from the author’s experience illustrates this phenomenon during a company’s major product overhaul, involving a redesign and brand merger. To enhance communication among developers and stakeholders, the team created an interactive prototype that helped visualize the new product's functionality amid the chaos of change.
Have you ever been in a situation where just yesterday everyone was celebrating your design with "This is amazing! Really top-notch!"... and today, suddenly: "Actually, that looks kind of like... a wrinkle?"
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