Yesterday I wrote about how Microsoft sacrificed legacy usability for innovation and didn’t quite succeed (at least not according to adoption metrics.)
“This is a 55-year-old brand where moms are handing clothes down to their daughters, and so keeping the integrity of that is really important,” Kim Culmone, vice president of design for Barbie, explaining why the dimensions of Barbies haven’t changed throughout the years, even though consumers would like more realistic dolls.
The truth, as Ms. Hess points out, is that Ms. Culmone is afraid of change. Barbie is the world’s number-one selling doll, and “many parents and kids will keep buying endless iterations of her just the way she is.” Why change anything when the current model is the category leader? Even if your customers want a change?