Change is expensive, even when it’s free. Change is expensive in relearning. Change is expensive when you feel like you no longer have a choice in how you live your life. For change to be accepted, it needs to first have real value to the user. Then it must be explained clearly in the language of that person’s values. Not the designers’, not the company’s. Rather than take on admission of failure to communicate the need and benefit of a change, too many teams decide to blame the very people who write the checks: the end users.