Most companies today don’t compete over technical innovation but on how they can innovate over user experiences and differentiate the experiences they provide to customers.
For the tech industry, the trend started with Apple revolutionising products with focus on user experiences. Now it’s used by companies like Google, Airbnb, Pinterest, Warby Parker, Slack, Wework, etc.
By investing heavily is how they design their experiences.
Despite this key differentiating factor, we see that many startups do not value user experience research and design as much as they should. Most of them understand the value of good design, but that isn’t what experience design is all about.
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