Be 10% better. That’s all it takes for a competing product or service to enter a market successfully. One of the easiest places to find that 10% opportunity is in User Experience.
Companies that offer better user experiences are not only able to enter markets successfully — but they’re able to grow. I’ve seen how small startup companies position themselves next to large enterprise-level companies because of this very reason.
It usually works like this: The large enterprise delivers the basic features, and functionality, but they do it on a complex and clunky way. The resulting bad user experience creates an “UX Gap” — a deficiency in the usability of a product, that leaves room for other companies to compete by delivering a better user experience.
I say “compete” but in some cases, it’s a symbiotic relationship. The smaller company needs the larger enterprise and vice versa. Large companies still benefit from their brand name recognition and their existing customer base.
The large enterprises could focus on improving their UX themselves to eliminate the UX gap, but instead, they focus on delivering new features faster. Leaving the smaller companies to own the brand of a better user experience.
As the smaller companies build up on their solid foundation of better user experiences, they find themselves growing. Before you know it, the smaller company is no longer a small company — but a serious contender in the marketplace.