If you’re innovating on an existing product or idea the entire process might involve hundreds of decisions - but the initial steps aren’t so mysterious. You have three choices that take into account your goals, risk tolerance and timeline:
1. Continue the current aesthetic. You might make this decision to save time, leverage existing brand awareness, etc. Safe and secure.
2. Evolve the the current aesthetic. Maybe you’ve received feedback that will help refine the user experience or you discovered something new about your audience that needs to be addressed. Assumes some risk and additional development time.
3. React to the current aesthetic. Perhaps you want to make a statement, surprise users with something fresh and possibly get press for the shift in direction. The riskiest option and possibly the most expensive.