Category Archives: start up

MIT Enterprise Forum of NYC

Billion-Dollar UX:
How UX Has Become Key to Massive Product Valuations & Exits

I went to this MITEF¬†hosted event last night to learn more about how UX has become key to startups with billion dollar valuations (or close to a billion). There were no surprise case studies here: UBER, Google Now, Nest, Foursquare, AirBnB, SquareSpace, FitBit, Warby Parker, and General Assembly. Since I’m new to the start up world, I was hoping to glean some¬†information about UX strategies for startups. I didn’t get much insight on UX strategies for startups but there were a few takeaways from the distinguished panelists. Please find my rough notes below.

Tomer Sharon
Senior User Experience Researcher at Google Search

  • Fall in love with the problem not the solution.
  • Not only the “problem” but “how much do we care about the problem”. For example, Nest found a problem that people really care about, safety.
  • Focus on 3 things:
      What do people need?
      What do people want? (different from need)
        Can they use it? (product)

Karen Kranack
Global Executive Director of User Experience
Estee Lauder Online

  • Are we on the cusp of a bubble?
  • Need to look for more “correct” design solutions
  • There is an increase crossover between real world and digital world (e.g. UBER)
  • Disrupt existing models
  • Offer convenient, fast services (e.g. dropbox)
  • Mobile is critical so Mobile First!
  • Focus on images because users do not read
  • Social is an imperative. Your content has to be shareable
    (e.g. Tango and WeChat)
  • “set it and forget it” attitude

Scott McDonald
Founder Modus Associates

  • “put it up fast and then iterate” – we really can’t do this anymore. Why? Because companies are coming to market with more refined products so there is less forgiveness by users right now.

Turi McKinley
Participatory Design Director at frog design, Inc.

  • designers are learning from enterprise
  • be more humble
  • we are redefining what “good” means
  • you can improve UX over time (iterations)

 

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