Design Secrets of the $1 Billion Club: Is Innovative UX in the DNA of Unicorns?

June 12, 2015 Brian Solis

chase__the_magical_unicorn_by_faxtar-d30yyfx
Chase, the Magical Unicorn by faxtar, deviantart

If design is so important and we all totally nod our heads and say, “ya of course it is! We get it already!,” why don’t people invest in meaningful design when building their products? WTF? What is the disconnect? It seems like a no brainer, yet it’s a massive problem that hinders market adoption and growth.

Swipe right to continue…LOL

Unicorns don’t happen by accident. While there are many reasons for becoming a billion dollar company, user experience or UX, is the new dark horse in value creation and market differentiation. Plenty of companies can have the right product idea, but designing and executing in this crowded market, can make or break a company. Great design and execution = great user experience and happy customers.

UX is the experience, emotion, intuition and connection a customer feels when using a company’s product.  Designing a great UX is what emotionally connects you with customers, which drives growth and revenue. Customers are emotional not rational.

Why did Slack grow by 33x in just 12 months and added $1 million in annual recurring revenue every 11 days on top of the $12 million in ARR it’s built up over the last year?  Founder Stewart Butterfield credits UX. That’s right. You’ll hear details from Slack founder Stewart Butterfield when he takes the stage at GROW.

The same is true for Uber’s oft-copied app framework. Uber’s trio-facing (driver, user, and Uber) app views + functionality have become the foundational technology and design standard for the entire sharing economy. The stories go on and on.

The problem is, companies are designing products that are cool but don’t have purpose or worse, have no clue why anyone should use them. When companies are in a hurry to get a product out the door, they can miss the mark completely. Some leadership will get the design teams to try and “polish the turds” until new, better designed products can get in the market knowing that the lifespan and market reach are impacted out of the gate. What’s more, some teams actually believe the hype and go to market standing on a short-term platform built upon hope, trends and sometimes bullshit. None of it works for the long term.

At GROW, we’re talking with an incredible line up of leaders who will discuss the why design is the driver of great products, engaged customers and successful companies. Design is your competitive advantage, one that adds another zero to your bottom line and the horn on your unicorn.

What are your thoughts on design? Tweet to us @growconf

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