In talking with entrepreneurs of many stripes over the past year, I've heard the following hypnotic refrain repeated over and over again: "If we design a beautiful user experience, we've got what we need to launch a successful business."
Whether uttered by corporate executives or designers fresh out of school, I've been surprised by this near-religious belief that great user experience is the silver bullet that will attract a huge audience base to your company's products or services. Surface solutions trump business plans. To quote Enrique Allen, founding member of The Designer Fund—a community of designers that invest in designer startup founders (of which I’m a member):
“UX can be a 'grabber,' like the shiny materials we buy but then don't end up using after a few days. Without a solid tech and business model 'holder' that provides lasting utility, startups will peak but then crash…”
Yes, to your customers, the user experience (UX) is everything: it's how your product or service is utilized by the world. But if you are a designer trying to create a sustainable business from your product and service ideas, the UX for your product is one important facet of creating a successful business. The user experience you design, the technology selections you make, and the business model you generate: all of these decisions support how you make money from your products and services. They are interrelated, to the point that you can't truly sustain a business in the long term without them all in place.
This may be obvious advice for those who have spent time creating products and services, or worked at a startup before. But for any designer that is looking to jump into the software game and bootstrap their own products or services, closely consider the following perspectives in the early stages of any new business venture.