“There was a time when sites launched in cycles, living from one major redesign to the next. Each new redesign would bring a whole new look, a whole new user experience. Companies would often hire new outside firms to create and execute these new designs, abandoning the firm that made the previous design. The new firms would try to top the existing design with something dramatically different and attention-grabbing. After all, if you can’t notice any change, why did it cost so much? However, the best sites have replaced this process of revolution with a new process of subtle evolution. Entire redesigns have quietly faded away with continuous improvements taking their place.”