A third option is they tested each individual change in isolation, and then grabbed all of the high-performing changes and lumped them together. Just because the individual changes may have been improvements within the context of the old UI doesn't mean they're still good once put together with all the other changes.
That said, I have trouble believing that changing the buttons from labels to icons could have possibly tested as an improvement. I'm with the OP; I have to mouse over every button and read the tooltip to find the Report Spam one.
It shows how to: get rid of "importance" markers, add some contrast back to the colors, remove superfluous whitespace, and most importantly, change the impenetrable icons back to text.
When something is as viscerally, obviously bad to me as the new GMail UI, I go with my gut. Google has no track record of great UI that would make me question that feeling. They built the world's simplest home page not because of some profound respect for minimalism; they just didn't have anything else to put on it.
This is wrong. The minimalism of the front page was, in the early days, a point of pride and something that engineers fought for (note: I worked for Google for 3 years on a team with a fair number of old-timers).
I'm failing to come up with a link at the moment, but I remember a widely circulated bit of folklore about how an unnamed engineer within Google set up a cronjob that anonymously e-mailed the entire team a single number every day. After a while people figured out that the number was the byte count of the front page, the implication was that it was a metric that needed to be watched carefully.
Just watch from 1:00 to 2:00 -> One Minute will answer the question.
Here she tells the story, how the first Google Design came to live. It is quite interesting. It seems, that minimalism wasn't a rational choice and that it came to stay only, because the data proofed it to be the right lucky choice.
I can understand, that the minimalistic homepage was a point of pride. I would be proud, to minify the homepage of the company I work for.
Yeah, it's really the last point that I was making - that it was a point of pride to keep it small, even after there was all sorts of "stuff" that could be added to it. The fact that it was small to begin with was probably a combination of luck and intuition.
Well, these things are matters of opinion. Personally I'm happy with the new user interface. I find it works fine. (I did switch the buttons from icons back to text - credit to them for providing that option.)
As for the world's simplest homepage, that was the reason I switched from AltaVista to Google in the first place. I only started noticing the better search results after I switched to avoid the clutter.
