In my experience "cookie-cutter" (in other words "consistent") UI is more effective than custom UI most of the time. Absent A/B testing - which isn't part of m

In my experience "cookie-cutter" (in other words "consistent") UI is more effective than custom UI most of the time. Absent A/B testing - which isn't part of most product design processes - there's no utility gained from deviating from conventional UI for common elements like dropdowns, buttons, lists, links, and the like. In my anecdotal experience there's more often a negative impact on the utility of custom or unconventional UI design, usually because the user is confused or not familiar with novel UI design. Put simply, is it effective to reinvent web forms for every product? I don't think so.