Author: Dan Jones @dwj22
September 1, 2011: I got an email. It was from Sprouter.com. Their weekly emails introduce cool companies. One sounded interesting. I checked it out. The design was different. It was clean. It was sleek, and it was smooth.
Six weeks later I’m sitting in class. The studies were slow that day. I looked to my right. The girl sitting there was surfing on the website I’d seen on Sprouter.com just six weeks before.
She loved how accessible everything was, and she loved the design. “What do you think of it?” I asked her. “It’s amazing!! It’s more addictive than Facebook,” she said.
To understand why design dominates, you’ll need to first understand this: Why do people eat at restaurants?
Some people might say the food—that’s partially true, but you can always eat at home. Some may say it’s the convenience of not having to cook. That’s also partially true, but we all know meals that are quicker than restaurants. So if it’s not just the food, and it’s not just the convenience, what is it? It’s the experience—the sum of all the reasons why we eat there.
Quality Customer Service + Delicious Food + Comfort & Convenience = Restaurant Experience
The Internet is a place where free food is common. When bland food is competing with restaurant food at the same price, the restaurant will always win. Why? Because as we stated restaurant isn’t just offering food; they’re offering an experience. And when people can get a great experience and great food every time they eat, all the sudden the food the fridge doesn’t taste so good anymore.
To succeed in the startup game, you can’t just offer them content; you have to offer them an experience—a restaurant experience. In computer land, a great restaurant experience is code for a great user experience. If you are just offering content, and your competition is offering an experience, you’re competition will win.
Amazing Accessibility + Quality Content + Easy Shareability = Great User Experience
Apple recognized the power of user experience. Apple didn’t create the first mp3 player, the first tablet, or even the first smart phone. But they did create the best user experience for all three. Their design dominates. Apple products are intuitive. They’re simple, and they’re cool. The proof is in loyalty that Apple fans feel with their products. You don’t see Microsoft getting that loyalty. Then again, you don’t see Microsoft having an extreme focus on design or user experience.
Why are people switching to reader apps like Pulse and Flipboard at increasing speeds? It’s because of the shift. When it comes to content, it is not longer about availability; it’s about accessibility. Places like Pulse and Flipboard have sleek designs and layouts that make it pleasant to search. Their designs make content extremely accessible, and people described them as “beautiful.” You don’t just use these apps—you experience them. That’s why they are winning.
Pulse is currently getting one download every two seconds or about 1.5 million downloads each month. Flipboard was named one of TIME’s Top 50 Innovations in 2010 and continues to thrive. As we look toward the future, it’s the companies that create lasting and beautiful designs that will set themselves apart. Just as it is easier to remember a beautiful piece of art, it’s easier to remember a beautiful website. Another well-designed beautiful app, called Instragram, has over 10 million users and is still growing.
The future of tech won’t be held by those who just make the best food. It will be held by those who create the best food experience. For startups this means that you need to focus on how people experience things, not just what they experience.
Last October, the site my friend is more addicted to than Facebook had 421 million page views—up 2,000 percent from last June. It currently has 4 million users and is growing like crazy. What’s the name of that site? It’s called Pinterest.