Redesigns fail after launch — not in Figma.

A redesign that ends at “Lottie on the hero” was never a redesign. It was a costume change.

The failures we see are consistent: no one owned the offer, SEO was an afterthought, the CMS was too precious to update, and the campaign still pointed at the old homepage.

Launch is a midpoint. Someone has to keep feeding the engine — pages, proof, speed, campaigns. If that role is empty, the new site will age in public.

We build as if we will still be in the room after go-live. When we are not, the system should still be understandable.