Sonos promised a “faster, easier, personalized experience” with their new app.
Instead? Customers got frustrated.
“The new app feels way busier, due to everything being thrown at you at once,” one user wrote, summing up the sentiment of many.
The app’s cluttered interface removed beloved features like “play next” and alarms without explanation. Customers, used to Sonos’s sleek, intuitive design, were left wondering what had gone wrong.
The response was immediate and highly visible. Discontented users utilized online forums and social media platforms to express their dissatisfaction regarding the ambiguous experience.
The result? Massive criticism, eroded trust and, ultimately, the resignation of Sonos’s CEO.
Why did this happen? Because Sonos broke the golden rule: Design isn’t for you. It’s for them.
The Fallout of Forgetting Your Audience
When you launch something new, it’s a statement. It says, “We know what you need, and we’ve got you covered.”
Sonos’s redesign said, “We know better than you.” And customers responded with backlash that was loud, public, and relentless.
Let’s not sugarcoat it: removing key features without explanation and overcomplicating the user experience isn’t bold—it’s careless.
And the worst part? It didn’t have to happen.
3 Rules for Redesigns That Actually Work
1️⃣ Keep what people love. If your users rely on something, don’t take it away. It’s not a “nice-to-have” if it’s part of their routine.
2️⃣ Simplify, then simplify again. Busy isn’t better. A cluttered design feels like a chore, not a solution. Clear beats clever every time.
3️⃣ Involve your audience early. Testing is good. Testing with your actual users is better. They’ll tell you what works—and more importantly, what doesn’t.
The Bigger CX Lesson
Sonos didn’t lose because they tried something new. They lost because they forgot who they were designing for.
Business leaders, here’s the takeaway: Redesigns are a risk. When done right, they re-energize your brand and deepen loyalty. When done wrong, they alienate your biggest supporters and open the door for competitors.
So, ask yourself: Is your next big idea for you—or for them?
*Quote sources: Fast Company , “Sonos CEO steps down following a disastrous app redesign”
Image: Sonos CEO Patrick Spence, ca. 2019 [Photo: David Paul Morris/Bloomberg/Getty Images]
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