Copycat Design - 52 Weeks of UX

Many years ago I was working on a design project with an e-commerce company who was selling electronics on the Web. The design team was working on a large redesign of their web site in response to their latest thinking on what works best for selling their products. At one point I noticed they were making several changes to their web site that reminded me of something I had seen before. So I asked, “Why are you making that change?