Thinking of UX work as a search for new experiences

At the end of yesterday’s post on Android and Amazon Forks Benedict Evans wrote:

Amazon has never been a user experience company in that sense – it thinks about user experience the way Fedex does, as something to focus on ruthlessly, but not as a playground for new experiences.

I’ve been long on Amazon for ages now (and hold some stock), but this got me thinking.

When I look at the companies we’ve been investing in recently they are all delivering new experiences and their success is predicated on delighting customers. We love it when there is a real ‘wow’ moment. That’s what happens when people get their book from Lost My Name or when they’ve swiped 10,000 pairs of shoes on Stylect, to take two of our most recent investments.

I think those ‘wow’ moments are increasingly important for Amazon and other large companies too. Existing user flows should still be optimised, of course, but these days that’s table stakes. It’s the ‘wow’ moments that get customers excited, makes them loyal, generates word of mouth marketing (the most important kind), and gets free press.

I’m skating slightly ahead of the puck here, but given that everything is changing and commoditising with increasing pace these days all companies (large and small) will have to deliver those wow moments to stay relevant. And that means thinking about UX as a playground for new experiences.

As a side note, I see this as another reason to be long startups.