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4 areas that get a fraction of the attention they should, from the standpoint of product and the CRITICALITY of design:
The Interface: the place customers login + make decisions daily, whether personally or in a big co, is the battleground to KEEP customers (despite what service actually does). In next stage of SaaS, retention is the new growth. Designers = critical.
The UX: Obvious for consumer apps, but more true than most admit for the enterprise - especially as more of the stack is commoditized and despite hoopla around data/hard tech: the customer’s experience of the tech matters more than the tech. (😬there, I said it)
Empathy: We tend to hide behind screens & focus on the science of business (scaling) as opposed to the art (stuff that doesn’t easily scale). The key to finding the art that differentiates a product is...empathy w/ customer struggles + aspirations.
The 1st Mile: Ironically we spend the last mile building a product considering the first mile of a customer’s experience using the product (the only part that all users see!). Empower designers to nail first mile, keep iterating for new cohorts, and you’re in the top 1%!
