To which I'd respond that from personal experience, on a large corporate project, it's difficult to get authorization to do just that. And even so, testing jus

To which I'd respond that from personal experience, on a large corporate project, it's difficult to get authorization to do just that. And even so, testing just two different designs is rolling the dice rather than exploring feature/design space in search of a new optimum. As examples, I personally hate what's happened to the android clients for GMail and Google Maps. The former seems a victim of incremental change while the latter seems the consequence of a radical redesign that hit me out of the blue in the middle of trying to drive somewhere when I was already late.